Personal trainer in your pocket

During the research phase, we learned that onboarding was not utilised to its full potential. Users were not aware that these questions help the personal coaches create a personalised fitness program for them.

The coaches also did not gain enough information to be able to create a program that best fit the users’ needs and wants. We had to ask more detailed questions about users to ensure fitness programs were truly personalised.

Mimicking a conversation with the brand persona and asking detailed questions during the onboarding helped increase customer conversion and expand the personalisation aspect of the brand.

User research revealed that customers were overwhelmed with the many features available. Extensive functionality and data entry made it hard for customers to focus on their workouts.

This insight was the primary driver for re-designing the workout experience. We broke down the journey into viewing, planning and performing the workout. This helped us guide users’ attention and reduce cognitive overload. The new workout screen – simple and functional – lets JSA’s customers focus on the main task – exercising.

Fitness challenges have been JSA’s primary driver of customer attraction and retention. For this reason, it was our aim to maximise this feature’s potential further.

We achieved this goal by breaking the flow into distinct and intuitive steps, changing the language to be more relatable and digestible. And finally, introducing visual prompts to guide the customer’s journey.