Fitness App User Research Insights

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Fitness App
Name: Amit Katyayan
Email id: amitkatyayan07@gmail.com,
Submission Date: 7th May 2019
Part 1: User Research
Question
1:
Target
Audience
Identify the target audience for StayFit. (Word limit: 50 words)
Response
Target Audience:
Indian working professionals in urban sectors between the age group of 22-45
living in cities like Mumbai,Delhi, Bangalore, Hyderabad, Kolkata, Chennai.
Question
2:
Survey Link
Prepare a questionnaire suiting your objectives using Google Forms. Check the box
which allows only one entry per user. Submit the link to the survey.
Response
The Survey form that was shared with the Target group - Survey form

The responses have been uploaded here - https://bit.ly/2DKaiij
Insights from the data have been uploaded here - https://bit.ly/2PKJsLX
Sample size calculation:
Assumptions:
● The only urban population will use this product.
● People living in Tier 1 and Tier 2 cities will be accessing the internet more
frequently and would be open to installing apps.
● The middle class and above will have the disposable income to spend on
lifestyle and fitness products. Age wise split across all Tier 1 and Tier 2 is
assumed to constant based on an economic survey of Delhi 2018-2019.
● Total population of India 1,251,695,584 (Source: (Worldpopulation.com)
Identify Tier 1 and Tier 2 cities (Source:mapsofIndia.com) and cross-referencing it
against the population in 2019 (Source:worldpopulationreview.com)
Total population in Tier1 and Tier2 cities based on the above step is 110,908,967.
Below is the % of population in target age group (Source: economic survey of
Delhi 2018-2019).
● 20 – 24 – 10.51%
● 25-29 – 9.94%
● 30 – 39 – 16.40 %
● 40- 49 – 11.96 %
● 50- 59 – 7.13%
Based on % mentioned above % of the population in right age bracket is 55.94%
hence target population will be 110,908,967*.5594 = 62,042,476.
Below is the % of population in middle and above economic group
● Middle – 9%
● Upper Middle Class – 4%
● Rich – 2%
Actual target customers based on above split would be:
● Target Audience = (62,042,476*0.09) + (62,042,476*0.04) +
(62,042,476*0.02)
● Target Audience = 55,838,25+ 2,481,699+1,240,850 = 9,306,374
● Calculating the sample size taking the confidence interval as 95%, the
margin of error as 10%, and the response rate as 10%.
● Sample Size = 97
● Total requests to be sent based on response rate = 97/10% = 970
Question
3:
Insights
from User
Research
Analyse the data you gathered from surveys and interviews. Draw insights out of
the collected data. You can segregate your insights basis the objectives of
conducting user research: users pain points, motivations, personality, goals,
demographics. (Word Limit: 400 Words)

Response
Objective:
To understand the user needs and demands from a fitness app service.
Hypothesis:
● People who use fitness devices are likely to exercise more and stay active?
● Working professionals who travel often find it very difficult to exercise
regularly?
● Single working professionals are more likely to prefer group fitness classes
● Married working professionals are more likely to workout at home using
app based fitness classes?
● Older working professionals prefer to workout with a fitness trainer
instead of a fitness app?
● Promotions and discounts are more likely to help with app sign ups?
Based on the data and evidences collected from user surveys and user interviews,
the following are the insights gathered.
Demographics
1. About 50% of the respondents are salaried working professionals from
the IT industry. The second biggest group about 38% are the non IT
working professionals followed by Students.
1. Around 60% of respondents were Men and 40% were Women.
2. About 50% of the respondents are between the age group of 23 and 28
years and 30% are between the age group 28 to 40 years.
3. Around 63% of the respondents are Single unmarried individuals.
4. Around 30% of the respondents are involved with some form of travel

Goals
1. Living a healthy lifestyle is a big priority among all users.
2. 89% of the users take their health very seriously and are interested to
find ways to stay fit in spite of their busy lives.
3. Following a fitness routine and following a video guide seems to be the
number one goal for 38% of the respondents.
4. 35% want to change their food habits by using a calorie tracker.
5. 26% want to track their sleep and find ways to get good quality sleep
even though they might be sleeping for less than recommended limits.
6. Considerable amount of users want to find a workout buddy (responses
varied from friends, wife, siblings) to keep themselves accountable.
Motivations

1. People who are health conscious are extremely motivated and strive to
stay fit in the long term.
2. 67% of the respondents want to stay fit in the long term while 38% want
to work on losing weight.
3. Students are highly influenced by influencers and celebrities and want to
maintain their body to look good, build muscle and stay fit.
4. People with sedentary lifestyles and desk jobs are concerned about their
health, these users are motivated to take charge of their health.
5. People who use fitness wearables are motivated to track their fitness
goals.
Pain Points
1. A vast majority of the users we surveyed and interviewed are frustrated
with the sub-par user experience provided by the current fitness apps
available.
2. Almost half of the users are unable to find them from their busy lifestyles
to exercise.
3. Students seem to be on high majority when it comes to being easily
demotivated.

4. People in the age groups of 35 and beyond find that that gyms often lack
proper guidance, they feel gym’s get expensive when they start looking
for help.
5. Tech savvy users are irritated that their fitness devices do not sync with
various platforms and transferring data between apps is a pain for them.
Personality Traits
1. We identified three distinct personalities:
● Budget constraint students.
● Tech savvy IT woking people with socio economic tastes
● Working non IT individuals who prefer to maintain a healthy
lifestyle by staying active and enjoying nature.
2. Majority of the users are transact and operate through mobile phones,
Android being their primary device of choice.
3. Single users tend to join group fitness classes as they enjoy the company
of having a workout buddy.
4. Working professionals are happy to invest in fitness trackers, they want a
device to track their steps, sleep and steps taken in a day.

Hypothesis Analysis
Working professionals who travel often find it difficult to exercise
regularly.
As shown above, the insights from the data do not support the hypothesis, hence
it is safe to say that travel does not limit working professionals from getting their
exercise.
Our consists of around 16% of working professionals who travel frequently. Out of
the 16% - 68% of them who travel at least few times a month and 31% who travel
at least once in a week exercise regularly.
Note - The data sample size here is too small is consider it’s significance.
Older working professionals prefer to workout with a
fitness trainer instead of a fitness app
As shown below, the insights from the data support the hypothesis, hence it is
safe to say that people beyond the age of 40 do prefer to work with a trainer. It

could be for safety or to get a proper guidance in their old age. Money may not be
a concern for them and they are willing to spend to get quality services.
Among the respondents who fall in the age group 40 to 50 and above 50, 42%
were not interested in availing any special gym services. However, 33% of the
respondents were interested in working with a fitness trainers, diet nutritionists in
order to achieve their fitness goals. Out of the 33%, 75% lie within the age group
40 -50 and 25% are above 50. We can also see that 25% of the respondents would
like to workout on their own.
Single working professionals are more likely to
prefer intensive physical group fitness classes
As shown below, the insights from the data support the hypothesis, hence it is
safe to assume that single working individuals prefer to join group fitness classes.
79% of the individuals are currently working professionals, out of them 55% of
them are single. Out of the 55% single working professionals, from the chart

above, we have 48% the single professionals who prefer to join group workout
services.
Note - It is highly likely that with more data, the group workout variable might
surpass 60%
Married working professionals are more likely to
workout at home using fitness apps
As shown below, the insights from the data do not support the hypothesis,
married couples do not necessarily want to workout at home, they rather prefer
going to a gym. It could be that a gym setting can help maintain accountability
with each other.
Only Around 32% of the married prefer to workout at home. Rest of the married
couples either prefer going to the gym or going to a group fitness classes. Even
among those who workout at home, only a nominal amount of people use fitness
apps.

Promotions and discounts are more likely to help
with app sign ups
As shown below, the insights from the data do not support the hypothesis,
frequent promotions will only help us procure infrequent users. Where as
UserInfercase and Customer Feedback are more important to everyday user’s.
The current trend of app usage is very diverse among the respondents. A majority
of the users use a fitness app but are not consistent with using them. The users

who are using the apps everyday are using them only for tracking and are not
necessarily happy with the app experience. Around 45% of the users prefer to
have a great user experience when it comes to using fitness apps. Fitness
promotions or coupons doesn’t seem to be affecting the working individuals.
People who use fitness devices are likely to
exercise more and stay active
As shown below, the insights from the data support the hypothesis, fitness
devices are helping people stay active and exercise regularly.
As per the data, 53% of the respondents do not use a own a fitness device and
46% own a fitness device. Out of the 53%, 81% of the them perform some form of
physical activity. Out of 46% who own a device a staggering 96% of them are do
get some form of physical activity. Clearly, fitness devices seem to have a impact
on the activity levels and motivation of the people who use them.
Part 2: Product Artifacts
Question 4: Create a persona for StayFit from the user research data. Use the template given below.
Response: Based on the different data points collected from all the user interviews and user
surveys, we were able to identify two distinct personas. The high resolution version of the personas
can be found here - https://bit.ly/2Y8w9b2
Persona 1: A salaried working employee between the age group 28 to 40 years.

Persona 2: A student who is currently unemployed and falls between the age group 23 to 28 years.

Persona Original Template
NAME: Vikash
AGE:30
LOCATION: Bangalore
OCCUPATION: Team Leader
at JP Morgan
MARITAL STATUS:Married
INCOME: 55k
MOTIVATIONS:
Rank 1. Family
Rank 2. Influencers and Blogs
Rank 3. Co-Workers
Rank 4. Websites and Social
networks
PERSONALITY
● Introvert.
● Highly analytical.
● Choosy in terms of prices and
facilities of services offered.
● Open to change.
● Willing to learn.

GOALS
● Maintain a healthy
lifestyle.
● Flexible duration of
subscription.
● Get Free Workout Ideas
● Easily Keep Track of Your
Progress.
● Compatibility with other
fitness devices.
● Multiple online payment
option for membership
subscription.
TECHNOLOGY
● iOS
● 4G + Wi-Fi
● FITBIT Wearables
PAIN POINTS
● Difficult to find time
for exercising.
● Bored with a single
form of exercise.
● Unable to get a
professional guidance
at a reasonable price.
● No single repository
of all the Gyms and its
facilities.
● Customized content.
● No unified
membership for all
branches of fitness
studio.
BIO
Vikash is a operational Team
leader at JP Morgan chase &
Co. He aspires for a healthy
lifestyle but finds it difficult
to stick to an exercise
regimen because of several
pain points.
He likes reading articles
related to fitness on both
laptop & mobile. He finds it
BRANDS
● Google
● Samsung
● Apple

convenient to transact
through his mobile phone.
QUOTE: “” ” I would like a convenient
way to find & subscribe a
gym”
Questions 5: Create a user journey map for the given user goals:
(a) To find credible gyms near me which are within my budget
(b) To buy the membership for a gym
Use the templates given below.
Response: A full user journey is available at : User Journey 1
User Journey Map 1
User Goal To find credible gyms in a location which are segregated by budget.
User Expectations ● To find all gyms that are nearby with basic details (like hours of
operation and services provided).
● To be able to view ratings of each of these gym’s.
● To be able to filter the gym by cost of membership.
● See what branches are available across other areas as well.
● Provision of transfer/ on hold of membership in special
circumstances.
Process ● Search on Google or Google Maps.
● Ask Friends, Relatives or Colleagues.
● Advertisements on Electronic and Traditional Media
● Physically visit nearby gyms.
● Just dial call Experience
Experience ● Time-consuming
● Biased feedback from existing users or google ratings etc.
● Sugar coated promises of uninterrupted coaching from personal
trainers.
● Instructor certifications aren’t well known in advance.
● Might not understand or be able to tailor to user’s fitness goals.

● Difficult to compare multiple gym membership plans to choose
the ideal one
Touchpoints ● Friends/ Acquaintances/Colleagues
● Google Services/ Search service Providers.
● Gym website, Blogs, Facebook/ Twitter/ Instagram Pages
● Advertisements on Hoarding and other media like Radio, TV etc.
● Call with the Gyms
● Social Media Influencers ( Youtube, Instagram).
Pain-points ● Crowded, congested, unclean and unhygienic facilities.
● Limited hours of workout and entry to the gym.
● No, limited or expensive parking.
● Cumbersome membership packages.
● Gauging instructor’s ability to help to reach fitness goal and
comfortability with different gender.
● Unavailability of certified instructors profile.
● Old, restricted or no view of gym facilities e.g. steam chambers,
toilet and shower area, lockers etc.
Ideas ● Build an AI gym aggregator app “StayFit” for mobile users
(mobile versions Android and iOS)
● The default option of searching gym based on user’s
demographics, needs, and preferences.
● Recommend suitable gym based on criteria i.e.
● Budget
● Distance from home/office
● Personal preferences e.g. group exercise/
crossfit/bodyweight
● Spacious, non-crowded and hygienic
● Free/ inexpensive Parking facilities
● Free trial access to the gym and its facilities
● Profile of certified instructors and nutritionist
● Regularly updated 360-degree view of gym and its facilities
● Contact a fellow member option to seek personal feedback of
the gym, its staff and after sales service.
A full user journey is available at : User Journey 2
User Journey Map 2

User Goal To buy the membership for a gym
User Expectations ● Fair Price
● Easy Payment Options
● Get Receipt
● Gym must offer body measurement/ scan & dietician facilities
● Clean & hygienic facilities of shower, steam/ sauna with towel
and locker facilities.
Process ● Shortlist gyms based upon distance, budget & activities of
interest.
● Visit gym & select a suitable subscription
● Do the free trial of the gym for a day
● Decide upon the gym
● Yes: Take membership at the gym and share
feedback/rating
● No: Continue search for other gyms and relax personal
requirements i.e. distance, affordability, facilities etc.
● Make payment through e-wallet/cards
Experience ● Hidden gym policies/ false promises by gym staff
● Biased treatment by gym instructors towards general and
personal coaching membership
● Expensive personal coaching and limited time by instructors
Unavailability of accepting different credit/debit cards e.g.
AMEX
● Limited membership plans e.g. monthly, quarterly, or annually
Touchpoints ● Gym website
● Cash/ Cheque / Online / Credit Card/ Debit Card Payment
● Gym Representative / Owner/ Customer Desk
Pain-points ● Focus on selling personal training than assisting the user in
reaching her/ his fitness goal
● Overlooked by instructors in absence of personal coaching
● Inflexible and expensive membership plans
● No provision of transfer or cancelation of membership
● Membership cancellation charges before contract expiry
● Inflexible payment options
● Auto-renewal of membership
● No shower, steam, towel facilities

Ideas ● App “StayFit” to have a user-friendly & interactive interface with
strong inbuilt AI engine.
○ AI engine to understand user preferences for
membership i.e. monthly, quarterly, annually, pay as
you go, intercity transfer, holding a membership,
transferring the membership to a friend or family
member.
● Based on user preferences of membership, demographics,
budget, fitness goal app to construct a customized membership
contract for the user
● Provide flexibility of using any affiliated gym through a unique
QR code
● Give a discount on first-time membership
● Provide flexible payment options e.g. mobile wallets, online,
credit/debit card, cash (only at the specific gym after use if fixed
or pay as go to a different gym inter cities)
● Provide flexibility of membership cancellation or re-joining at
any time
● Share cash back or vouchers for new membership or renewal of
memberships
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