Platform
iOS
Launch Year

2020

Target Audience
  • Beginning and Advanced weigh lifters
  • At home workout audience
  • Personal Trainers
What I did
  • Ideation & Funding
  • User & Product Research
  • UI / UX Design
  • User Testing
  • Project Management

Taking the MVP to the next level

Fit Society was initially created in the attempt to combine the best aspects of all the top fitness apps on the market and put them into a beautifully designed package.

The top features are focused on workout creation, routine creation and sharing workouts with friends.

Fit Society’s goal is to help people get into better health. We do this through providing great workout plans and giving people the ability to create and share their own workouts with others.

See the app
Defining a goal

Putting user feedback into action

After launching the MVP, I received significant user feedback. Some of the items that were mentioned were…

  • The design is too subtle. There needs to be more pop to it.
  • Not enough content. Video breakdowns and more workouts would be great.
  • Users can’t tell when content is loading. There isn’t any indication of what’s happening.
  • The workout in progress is slightly too busy

The goal is to provide enough content and value to satisfy users. I also need to create a more visually appealing app that separates itself from the rest of the fitness apps out there. From a data standpoint, I wanted to see at minimum a 400% user base growth within the first month of release.

Scope

The scope for this update was fairly significant with a refreshed look and richer content. Some of the feedback I was given has always been on the roadmap for future releases; videos and guided workouts for instance. However, the old designs I had already created didn’t fit the look of what users wanted to see. I had to design a look that appealed to users to justify the investment.

In the long term though, the goal is to turn the app into a platform that allows for content creation, an e-commerce marketplace and even as a white label app.

Constraints

I was once again constrained by numerous factors including lack of personnel, the need to outsource and funding.

Outsourcing has been resolved as I have a rock-solid team I can rely on.

Getting content was the biggest task. I’m a one-man outfit designing the product, marketing and of course the content creator. Finding a cost-effective way to get the content isn’t an easy task.

Luckily, I know a few professional fitness competitors and have a background in videography.

Design Process

And now for some design work

Research / Ideate / Information Architecture & Flows / Sketching / Wireframe / Design / Test / Iterate
Design Process

Research

To determine how to update the visuals and provide better features, I conducted a competitive analysis.
For the analysis, I examined what the competition exceled at and what their weaknesses were. I also studied the visual design to see what elements and interactions were effective.

Nike Training Club

  • Strengths
    • Brand Recognition
    • Great Design
    • High quality videos
    • Great coaches and trainers
  • Weaknesses
    • Cannot document or keep a historical record of the amounts you lifted on exercises within the app
    • Users cannot jump around the workouts and do different exercises. You must complete each exercise in order.
    • Bodybuilding focused fitness plans are lacking
    • Bodybuilding function is lacking when it comes to supersets, circuits, etc..
    • Cannot create your own workouts

Fitplan

  • Strengths
    • Fitness influencer name recognition. If they are big on Instagram, they probably have some type of plan on this app.
    • Offers some free workouts
    • Offers a social component for users
    • Can see what workouts you did and how many times you did them
    • Offers a free 7-day trial
    • Bodybuilding Focused (They have really homed in on their niche)
  • Weaknesses
    • Cannot create your own workouts
    • Cannot see the results of your workouts
    • No way to create a weekly plan without purchasing a routine
    • Some key features are locked behind a pay wall
    • Bodybuilding Focused (Losing out on a significant percentage of users that may be turned off by the bodybuilding aspect)

JEFIT

  • Strengths
    • Decent app name recognition
    • Fun and inviting UI design language
    • Uses native functionality
    • Paid Plans are low cost
    • Has a social component (Not a super active community though but the concept is good)
    • Has a workout creator
    • Can share workouts with other users
    • Has a ton of features
  • Weaknesses
    • UI is too cluttered. A lot of cool features get lost in all the clutter. It feels like it’s trying to do too much.
    • Workout creation is not intuitive
    • Personal storage is limited for free users
    • Some functionality is confusing, and the component placement doesn’t make sense
    • The same components are different sizes in certain areas.
    • Some components are too small and not easily interacted with
Design Process

Flows

To  keep things simple, I prefer to use an app called Mindnode for flows. It’s easy to use and simple to decipher.

Flow

Design Process

Visual Language

I wanted to give Fit Society a unique look that was clean and modern. To figure out the palette and visual language, I created a mood board to help guide the decision.

Colors & Material

Ocean

#5063EE

Sky Blue

#91A0FD

Night Sky

#23253A

Typography

San Francisco Pro Text – Regular

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

San Francisco Pro Text – Light

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

Old

Busier with data that doesn’t always need to be seen. The card doesn’t have enough pop to it. 

New

Cleaner, more focused and clearer directions in what the user should do

Design Process

Wireframes

The great thing about working with a solid team for an extended period of time, is you develop an understanding of their skillset and cadence.
The international team I work with is outstanding and we have a great rhythm as a team. Since they developed the MVP, I only had to provide Mock up Flows when absolutely necessary. Otherwise a quick conversation during our daily stand-ups resolved any questions they had.

Mock Wireframes

Final Product

Final Product

After months of design and development, we launched the MVP of Fit Society on the App Store. While significant updates were already planned, I wanted to get the product out to the public and see what the feedback would be.

Lessons and Outcomes

Upon the first update, the user growth was exponential. This not only proved that the updates I gave were the right path to take but feedback the feedback has been mostly positive.

After launching the new version of the app, several things became apparent.

First the good:

The visual update and improved experience were a huge hit. Users loved the new look and the data proves this.

The videos were awesome, and users loved that it was now provided on the workouts. Lots of users don’t know how to do certain exercises so this was a massive improvement from the MVP.

Now the bad:

The new experience was intuitive for most part but some of the cooler features are buried or not 100% obvious. Providing tutorials or more guidance may help improve this.

Users want more guidance when signing up. Updating their body measurements and goals at first is not obvious.

The premium workouts are too overwhelming which gives users the impression that there aren’t many free workouts. Removing this and showing more free workouts may give users the impression that it’s more valuable.

Results

Overall, this has been an exciting update and I can’t wait to continue improving and adding more awesome features. The goal is to have this app be the first thing that comes to mind when people think about fitness.

Project

Fit Society App 1.1

Platform

iOS

Launch Year

2020