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Context:

At-home fitness has become a trend and a necessity during this time of Covid -19. The purpose of this study is to better understand 'why' people exercise both in general and specifically at home.

Role: User Experience Researcher 

Methods: Generative Research, Qualitative Research 

Team:  Milan Gary, Vlad

OverView

The Project

Understand the behaviors and underlying motivations/aspirations, and intent for Millennials and Parents who exercise at home. 

 

Learn what fitness content they currently follow. Gauge how they perceive visual signals of improvement.  

The End Goal

To create personas that represent the spectrum of individuals and personalities that we want to attract to a digital fitness platform.

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The User

Below are the potential target users we identified.

1. The Time Strapped individual. Someone who's looking for quick efficient exercises.

2. The Balancer + Holistic Health individual. Someone who consistently stays active because its one of their core pillars to their overall health. 

Research Process

1

Identify

Assumptions

2

Identify

Methodology

Identify

Assumptions

1. People want a more collaborative than competitive experience

2. Those who exercise at home, have preset goals before every workout.

3. The seamless transition of data between hardware will make working out at home a better experience.

3

Recruit

Individuals

4

Interview

5

synthesize

Identify 

Methodology

INTERVIEW

CONCEPT

TESTING

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CARD SORTING

RECRUIT

INDIVIDUALS

NYC

Age 37, 

Female

Married

Hispanic

Exercises 5 times/week

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Age 42, 

Male

Married

African American

Exercises 3-4 times/week

MidWest

Age 38, 

Female

Married

African American

Exercises 3-4 times/week

Age 38, 

Male

Married

Caucasian

Exercises 1-2 times/week

We wanted this study to have geographic, economic, and racial diversity across the US. We over-indexed on millennials and parents because this segment was a current gap in our research.

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Age 35, 

Male

In a Relationship

African American 

Exercises 3-4 times/week

LA

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Age 47, 

Female

Cohabitating

Asian

Exercises3-4 times/week

Age 39,

Female

Married

Asian

Exercises 3-4 times/week

Age 23,

Male

Single

Hispanic

Exercises 3-4 times/week

South

Age 36, 

Female

Single

African American

Exercises 5-7 times/week

Age 28, 

Male

Single

Biracial

Exercises 5-7 times/week

synthesize

motivation

What are the underlying motivations/aspirations for Millennials and Parents who exercise at home? 

Vanity

Mental/Physical Stamina

Long Term

Health

Self-Competition is an underlying motivator that has provided clarity on why certain visual language is not ideal. 

 

Through our research, we have identified vanity, mental/physical stamina, and long term health as core motivators that are heavily influenced by age, time, and current life stage.   

How you look is the main drive behind exercising. Achieving the “ideal” body shape is the overall goal.


"I’m just trying to stay fit. I want to lose weight” - Glenn (28)

Being able to last the day without burning out is the main output for those who desire this form of stamina.

 

"It helps me keep up with the kids.” 

- Jason (38)

This is a more holistic approach to fitness. Developing and maintaining basic mobility and a healthy lifestyle to provide longevity is key.

“I’m tracking everything.”   - Judith (36)

Content Selection

Why do they select the fitness content they watch?

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Intentional

Pre Established routine

 

Know what they prefer and what they are looking for in fitness content. 

 

Less reliant on body intuition

Go, Go, Go

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Hybrid

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1st Timer

Covid-19 WoFH

 

Normally gym-goers but are transitioning / acclimating to the at-home fitness style.

 

Will casually browse content to familiarize themselves with the platform.

Newbies to fitness

 

Unsure of what they want but open to trying and experimenting with new things.

We have identified three mindsets (Intentional, Hybrid, and 1st Timer) that paint a picture of how people browse content.

 

When it comes to content and program selection, body intuition, relatability, and confidence provide a unique perspective on why people select and subscribe to certain content. 

Deliverable

The end deliverables for this research study were to identify the major themes that exist within the fitness space and archetypes that express a range of individuals in the fitness space.

Major Themes

"All About Me"

At home exercising is widely preferred due to the control users have over their time, space, and music. Overall fitness needs to work with one's personality, time, and current life stage.

Fun + Engaging

People want to experience that is entertaining and captivating because it can help develop into a routine. Currently people are spending more time at home, being able to transform a stale space into a lively one would improve the fitness experience.

education

Users often have a knowledge gap, especially on what kind of exercise is best for their goals. An experience that understands and caters to the various levels of fitness expertise would aid a wider audience base .

holistic healh

There is a growing movement to embrace health as a lifestyle, evolving beyond physical workouts to include mindfulness and emotional wellness practices as an indication of health. 

efficacy data

Providing data that consists of exercise statistics, individual vitals, and metrics would be advantageous for users striving for a more holistic approach to health and wellness.

self betterment

Physically, mentally, emotionally, people want to improve and strengthen and improve. Across all ages and motivators self-betterment acts as a consistent driver for the in-home experience.                                                

Archetypes

As a result of these insights and previous research we have conducted, we were able to create personas that represent different types of people in the fitness world.

 

They are not meant to be mutually exclusive. We did create clear distinctions between them but slight overlaps exist.

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Next Steps

Once all research insights were shared out with all stakeholders, I then started to work closely with designers and conducted user tests for certain features and designs.