Effective Habit Forming in Fitness through a Motivational Fitness Platform

The transformation of a fitness application into an effective habit forming and value-providing fitness platform for users to keep up with their fitness journey.

Many of us have a hard time with keeping up to our routines, especially when it comes to fitness. For those who had their fitness routine and gyms sorted, they now have to transition to home workouts to mimic their usual fitness habits. And there are also many out there who may now need to balance this new sedentary lifestyle that has made us realize the importance of fitness.

FitGenie approached us with their application that helped its users identify the closest gym or fitness center. Their issue was fighting the drop-offs in fitness and wellness habits in city dwellers.

The challenge for us was not only to reduce the drop-offs in fitness but also to provide something valuable and engaging for the users, and thus add value back to their business.

‘Motivation is What Gets You Started, Habit is What Keeps You Going!’

FitGenie approached us with their application that helped its users identify the closest gym or fitness center. Their issue was fighting the drop-offs in fitness and wellness habits in city dwellers.

The challenge for us was not only to reduce the drop-offs in fitness but also to provide something valuable and engaging for the users, and thus add value back to their business.

‘Motivation is What Gets You Started, Habit is What Keeps You Going!’

fabit2

Objective of Design and Transformation

Staying active and healthy has become more important than ever during these uncertain times. FitGenie as a start-up had an application where society gyms or fitness centers across the city can sign up to the application; wherein users using FitGenie can workout at any nearest FitGenie registered fitness center or gym. Hence, both the facility and the users could mutually benefit through this app.

However, Fitgenie felt that their users were prone to avoid going to a gym, or dropping their diet plans frequently. They believed that at some point the user may have been triggered towards fitness, but loses motivation and stops what he/she is doing.

This led to forming our objective of transforming the application to something more interesting and engaging to the users:

Helping the motivated users to make a habit for fitness.
Inculcating fitness habits in people to kickstart their fitness journey.
To create a user-friendly fitness platform that could keep them motivated towards their fitness goal.
To make this application as the user’s fitness guide and motivator.
Inturn leading to user retention and increased new users for the application.

Our Process

Research

Interviewed a bunch of fitness specialists to understand fitness habits in detail.
Identifying the reasons for drop-offs and users’ lack of motivation.
Understanding how a habit is formed.
Recognizing what value could be added to the user’s life.

Discovery

People get bored easily of monotonous workouts and lose motivation if they don’t see results within a certain period of time. A trigger was needed to facilitate user action.
Suggestions, easy action or solutions and doubt solving helped in keeping users engaged and motivated.

Implementation

Our design solution was aimed to trigger user action through reminders and notifications, and to transform the product into a value-provider in the user’s fitness journey.
We drove business through multiple ways along with providing value to the users by enabling quick achievements for users to keep them motivated thus avoiding drop-offs.

Outcomes

The goal of inculcating a habit of fitness in people led to the transformation of this app into something which we rebranded as Fabit (fitness-habit). This transformed application included the following aspects:

The user interface structure was created to form a habit in the context of fitness.
The solution would play the role of a coach for the user, sometimes motivate, sometimes be stern and always facilitate action, to be the user's champion for health and wellness.
An application that makes it easy for the user to adopt and maintain their fabits.
Fabit is completely committed to the user, it learns about you and over time suggests better.

Motivating and User-Friendly Application Interface

The application included triggers through a chatbot for reminders to facilitate user action for maintaining a habit. Our design solution incorporated a user-win element (a Fabit milestone card) for completing quick milestones- for example winning a 5% discount on a swimming pool rental or a short consultation with a nutritionist.
The user-friendly and fresh UI was engaging and inspiring for the users to keep up their fitness habits. This app also consists of a group feature, clubbing people of similar/common fitness goals to motivate and grow together, thus imparting a sense of inspiration.
Furthermore, the people who have completed more milestones and are at a higher fitness level can mentor and help people who have just started their fitness journey or are at a lower fitness level. This aspect was incorporated to create a scalable system for the fitness platform.

Impact

Business Impact

The free download of this new transformed app and the value that it could provide to the user facilitated multiple app downloads by people who are already motivated to kick-start a fitness journey. Users could mentor people within the platform, making this app scalable without having to hire several fitness specialists.
Different user habits became a driver to rent out different services which was the initial business idea of this brand. Many other partners could be onboard such as healthy meal providers (keto diet, vegan salads, low carb meals etc.) through a subscription model which could be beneficial for them as a brand, to retain the users.

User Impact

People got invested into the app, started building multiple habits and developed a sense of reliability towards this app for their fitness habits. Rewards for quick milestone completion encouraged users to keep moving ahead in their fitness journey.
This app became a go-to solution for people looking for quick guidance, constant motivation and a push to maintain their fabit. Visible self progress of users imparted a sense of happiness and satisfaction of inculcating new and better habits thus improving their fitness levels.

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