Bodyboss 2.0
BodyBoss is a 12-week fitness program that advertises itself as the answer to fitting exercise into a busy life. Marketed to the modern woman, the program contains 60 unique exercises and guided advice for following short, high-intensity interval training (HIIT) workouts, without specialised equipment.
OVERVIEW
Durations: 3 weeks | Roles: UX/UI Designer | Platform: Mobile/iOS
The Project Plan
A client project of four team members, working on BodyBoss’ responsive design version 2.0. Our objective was to understand the fitness goals of women from USA and UK from the age 28 to 45. We conducted in-person user research on prospective BodyBoss users to understand their fitness goals, behaviours, motivations, preferences and challenges of the prospective. The brief was to develop BodyBoss’ customer journey map and heuristic evaluation on existing site.
Deliverables
Conduct in-person usability testing, develop the Customer Journey Map and Heuristic Evaluation
Tools
Sketch, InVision, Adobe Photoshop, Optimal Workshop (for Tree Test), Gloomap (for Sitemap), Flowmapp (for User Flow), Voice Recorder, Quicktime Screen Recorder, Pen and Paper, Post-it Notes, Microsoft Word, Microsoft Excel, Google Slide (for Presentation slides)
Challenges
The hardest part of this client project was to recruit people for our interviews and usability test during the research phase as the main target audiences for BodyBoss are from USA and UK. Besides interviewing through skype call with friends from our own network, we went to a few places around Singapore and started talking to “those who seems like foreigners” to asked for their nationality.
It wasn’t an easy job to have the courage to walk straight up to strangers on the streets, but my team managed to interviewees 19 women who wants to get fit or lose weight.
USABILITY TESTING
Methodology
5 key tasks . 9 respondents in-person . 5 desktop & 4 mobile users
Ages 28 - 45 . US, UK, CA, AU, SG
Task Outcomes
5 desktop respondents - System Usability Scale (SUS) score: 67
Task Outcomes
5 mobile respondents - System Usability Scale (SUS) score: 76.3
Key Insights
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Users found web pages too long and would appreciate if there is a back to top function.
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Users expected to see information about BodyBoss i.e. What is BodyBoss on the homepage carousel instead of just promos.
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Users found that there were too many ads.
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Users were unclear about the differences between the guides and the product options.
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Hamburg menu on mobile was not fixed to the top which resulted in extra scrolling when navigating to the menu.
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User found the Why page lengthy and would prefer the 4-step infographic which the Method page has
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User commented that a sample trial will be good so she would know if BodyBoss suits here
INTERNAL AUDIT
Heuristic Evaluation
We used Jakob Nielsen's 10 heuristic evaluation to identify usability issues in the existing site. We presented issues that scored the highest severity during the evaluation and addressed 80% of this in our prototype.
Competitor Analysis
Based on website content, accessibility, user support and community. The elements and features that were highlighted are used by almost all BodyBoss' competitors. So we decided to consider introduction video, free trial and blog into our prototype
USER RESEARCH
User Interviews
19 Interviews
Women who want to get fit or lose weight
Region
Age
Mums / Non-mums
10 Mums Interviewed
Women aged 25 - 45 who want to get fit or lose weight
Region
Age
Key Insights: Mums, 25 - 45
Priorities
I need more time for myself
Taking care of my child is my priority
Motivations
I enjoy working out because the activity interests me (classes, cardio)
I work out because I want to strengthen my body
Attitudes
Challenges
I work out to lose weight so I
look good
My friends motivate me to
workout
I like having guidance and a
personal trainer because I want to do the workouts right
I like having variety in my workouts so that it doesn’t get boring
I don’t like HIIT as I find it difficult due to its intensity
I exercise alone because it is more efficient due to my lack of time
Managing time is challenging because I have a busy schedule from work and family commitments
User Persona
Problem Statement
Patricia needs to find an exercise programme that suits her schedule and fitness level because she wants to stay healthy and lose weight from childbirth but caring for her child takes up a lot of her time and energy.
Hypothesis
We believe that by demonstrating that BodyBoss can deliver results for Patricia within manageable time and energy requirements, she will be convinced to try out HIIT workouts through BodyBoss.
DESIGN SOLUTIONS
Design Strategy
1.
Present a compelling
“why BodyBoss”
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Enhance the Results page and Product Reviews to persuade and provide greater relevance and context of the reviews to the user.
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Reorder information about BodyBoss and why BodyBoss, bringing key information to the forefront for users
2.
Address the user’s
time, energy and
budget constraints
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Draw attention to the 24 minutes per session, 3 times a week commitment for the Ultimate Body Fitness Guide
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Recommendations for ease of navigation e.g. local navigation bar, back to top feature
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Recommendations for easy comparison between editions e.g. print v.s. online
3.
Show that the
BodyBoss method
can be fun
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Draw attention to the BodyBoss community for a sense of camaraderie and a support system.
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Quiz and Gamification as a fun and soft-sell way to engage users
Feature Prioritisation
Customer Journey Map
PROTOTYPE
Tree Testing
We conducted a Tree Test based on the features we would like to implement on our website, to analyse results on which are the areas that are confusing or not as clear. This will also help us identity what should be our next step on the iteration/rapid prototyping process.
Hi-fi Wireframes
Due to time constraint and requirements of our project, we presented to our client the most constructive prototype we could produced with the amount of time. Our next step will be to conduct usability test and iterate on the prototype to get higher success rate on the site.
Reorganise Home Pg
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Allow users to have a quick glimpse of who BodyBoss is
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Click on “Learn more” if they are interested to read more
Community
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Prompt visitors to be part of the community by joining the FB page
Blog
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Show stories of the customer’s journey to fitness w/ Bodyboss to give potential users a stronger understanding of Bodyboss product (Improve credibility)
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Articles of nutrition & fitness
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A hub for user to come back to the site
Encouraging banner
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Brings attention to 24 minutes,
3 times a week -
Allows them to try out the programme
Hamburger Menu
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Method changed to About to fit more information and easier for user to relate
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Added Blog
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No drop down for Shop to keep consistency with the rest
Quiz
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Entice visitors to stay/visit
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Promotes interaction among the community
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Users are able to share their results on social media which helps to promote the website
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“Would you rather” Quizzes
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Fun Facts (e.g Did you know?)
Local Navigation
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For easy access to information on the page, without having to scroll for too long
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Jump to page when click on
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Arranged in a way that users will understand why they should buy the product
Credibility of Reviews
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To show item purchased under real results to bring users to product page
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Include occupation & age to improve relatability for the users
About
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About > Method > The Secret Sauce > Experts
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Jump to page Local Navigation
What can be improved?
Due to time constraint and requirements of our project, we presented to our client the most constructive prototype we could produced with the amount of time. Recruiting for respondents was hard as we did not have a good data base to start on. Perhaps to provide incentives or sourcing from recruiters agency will be a more compelling and accurate way.
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We could have conducted card sort to help create a lo-fi prototype for usability testing before moving straight to the hi-fi prototype.
What's Next?
Our next steps will be:
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to conduct usability test and iterate on the prototype to get higher success rate on the site.
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to achieve higher success rate in tree testing
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to conduct A/B Testing
