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Double daily active users and decrease attrition. Reduce support calls and increase self-serve.
Results
Design Lead
(worked with CEO, Engineering Dir., Support Dir.)
3 months
Figma
We provides a dynamic work alignment for being be the best organization in a hassle-free environment to work It increases the count and quality of visitors to a website by improving grade in the algorithmic search results.
Printer took a galley of type and scrambled it to type specimen book. It has survived .
Competitive analysis is a key aspect when in the beginning stages of an SEO campaign. Far too often, I see organizations skip this important step and get right into keyword mapping, optimizing content, or link building.
We split up to create our own low-fidelity concepts to generate as many unique ideas as possible and disregarded.
Be at the top of google page search by its powerful and incredible Search Engine Optimization technique
Know about your company level in market with a perfect & precise market monitoring the system which is deal with social media strategy.
To better understand the current state and where gaps and inconsistencies existed I performed an design analysis of each screen.
Before starting any redesign activities I also wanted to conduct some competitive analysis to see what we could learn from other large players in the space.
I worked with product to define two personas we could reference throughout the project.
"I just want to keep track of my basic healthy stats and body conditions."
Take small steps to lose or maintain weight and stay fit.
Dislikes exercise
Needs reminders to eat healthier
Can't keep track of progress
"I love going to the gym and my fitness is one of my top priorities."
Improve workout quality and intensity over time for professional training.
Trouble fitting work-out times between busy schedules
Unsure if he/she is making actual gains
I interviewed several customers on how they interacted with their Nike Fuelbands or similar devices to create a user flow for Bill. This helped us understand when and how Bill preferred to engage with his wearable and the accompanying app and helped us when it came to designing the app's workflow and prioritizing features.
- improving the UI and UX were table stakes as these were very poor and were causing many of our issues before scaling out the app out further
- we needed to meet users where they were by allowing easy updates of macros on the nutrition screen and easily move between the different areas of the application for any further updates
- our ideal user was more the fitness enthusiast than the casual user so we focused on those use cases as this user tended to be "stickier" and use the app more each day as well as longer over the lifetime
We created a design system that would not only build the consistency but also save time for the client as they build new features. This will improve the overall process and experience for the website.
Now having a solid understanding of the user's needs I started exploring some solutions with low-fidelity sketches. I had a list of the most important KPIs users wanted to reference on most screens, ideas for a simpler app nav, and how to keep access to their personal coach always available.
I created a small design system to make sure the app was consistent and accessible. I worked with the product and engineering teams to implement and adopt the new components to help reduce time and cost for future redesign projects as well.
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Some highlights are: improved affordances throughout, a cleaner and simpler bottom nav, better charting and data visualizations, top KPIs more clearly called out, and the ability to chat with your coach from any screen.
The designs were well received by the CEO, services and support, and engineering leadership. But given how small the company was and that this was the CEO's "baby" he had a hard time prioritizing the work to actually get done which would require limited downtime of the app as we upgraded.
I was able to help mitigate this by presenting the designs and the results from the internal research we did to show how there would be a substantial lift in ease of use, reduction of time on task, consistency in the experience reducing cognitive load, perceived value in matching best in class looking competitors.
This helped greatly in getting the work prioritized and we saw some amazing results detailed below.
We conducted moderated research with internal services and support staff who well understood end user pain points and frustrations.
Discoverability was greatly increased on how to use the app and find the right data.
Direct customer quote "I'm so happy that I can add macros from the main screen now!"
Users were excited about the UI updates but also had a positive response to UX issues we solved for and the reduction of friction on the most common workflows.
Users felt that the visuals and data were much clearer and more useful.
Retention Rate: Increased by 51%
Churn rate: Reduced by 68%
Daily Active Users: From 1,241 to 2,543
I'm proud of the work that we did on this application. We took a very dated app with a disjointed and inefficient experience and measurably improved it. With clearer data and simpler and easier workflows we've enabled our users to reach their health goals more easily.
2023 Copyright © Phil Schroeder
