The «Fitability» wellness application
FITABILITY is a personal training solution, which matches leading fitness knowledge to a User’s specific needs.
Through the delivery of a content packed mobile application, our audience were people who wanted to improve their physicality and needed a path to follow in order to do so. As such, the application had to serve information to users of various stages of physical condition and cater for those who had access to gyms, as well as to those who did not. Content was provided by a personal trainer with decades of experience within the industry, catering for all fitness levels, and so we had to maximise this content and make it applicable to users at their appropriate level to ensure they benefitted – without risk – from the suggested training programs available to them.
Analysis and suggestion
Core to developing the service was to understand the content and match it to the end-users through a personalisation process. This process would draw on the data entered by the user, such as age, weight, physical condition and desired outcomes, and match it to the corresponding content – by way of taxonomy and classification – to serve the correct and appropriate content to the user.
Functionality & design
In order to increase adoption and allow users to start benefiting from the application as soon as possible, we made customer onboarding a focus of the project. The user was guided through some simple initial steps to input the data that would be used to create their personal plans and suggested information.
This was done via a clear and concise, step-by-step, UI with a minimalistic approach, allowing the user to focus on entering the correct information that would inform their training programs moving forwards.
Once using the application, the user is served with personalised information that they can directly employ in their day-to-day fitness regimes. Updating their personal details drives different content and so the application is designed to adapt and grow alongside the users personal journey.
Social amplification to drive adoption is provided by the user being able to share their progress on prominent social media, encouraging others to sign-up to the service. A freemium model was also introduced, whereby a new user can sign up for a trial period, with workouts limited to 10 minutes (and subsequently removed when and if a user subscribes).
Fitability has proved to be a commercial success for our Customer. Strong adoption and renewal of the service has not only generated a new revenue channel for the business, but it has generated significant traffic and enquiries for ancillary services provided and grown the brand equity significantly. Perhaps more importantly, it has helped many people become healthier and happier, which in turn provides us with a lot of satisfaction on delivering this project.