KAYA - Membership mobile app design

INTRODUCTION

A native mobile app to enhance KĀYA's member experience, fostering long-term loyalty and expanding their ecosystem. Using an end-to-end product design workflow for a mobile-first experience, leading to improved customer retention, satisfaction, and increased revenue.

MY ROLE

UX/UI Designer , Researcher

TIMELINE

Jan - Feb 2023 (4 weeks sprint)

PROJECT SCOPE

Research, user interview , conceptualizing, wireframing, rapid prototyping, usability testing, final MVP design

THE PROBLEM

Current KĀYA experience falls short in integrating with members’ daily routine.

Users

Unable to manage their fitness experience on-the-go, leading to lower commitment.

KĀYA

Struggle to provide continuous value in their membership, resulting in frequent cancellation

Our Solution - KAYA mobile app

Your fitness companion to
set, achieve, and repeat.

Empowering a path of continuous improvement

Removing the biggest friction

Simplified booking experience to manage schedules anytime, anywhere.

Allow for single or multiple bookings at once
Accessible filter shortcuts and favorites bookmarks
Visual class listing to quickly find and book desired classes

Additional value to memberships

Diversify personal touchpoints with KĀYA beyond the gym

Video workouts for busy schedules as fallback options
Step-by-step format and timers for adaptable workout pace
Convenient alternative to maintain a consistent fitness routine

Keeping the routine going

Personalised widgets & reminders

Home-screen widgets for quick access to essential features without disrupting daily workflows
Timely notifications to stay on track and motivated amidst busy schedules

THE EXISTING KĀYA USER JOURNEY

The current KĀYA web experience is confusing and difficult to navigate.

The current KAYA web experience is causing frustration and hesitancy among members when booking a class. The absence of a personalized member experience further reduces user satisfaction, as users don't feel engaged or supported in their fitness journey.

Lack of a centralised and personal member experience

The absence of designated member login areas and ambiguous tabs complicate the user flow for creating or viewing bookings

Limited user autonomy to manage bookings

Users lack immediate access to booking summaries, hindering their ability to add, review, and remove bookings intuitively.

Unclear CTA leading to unexpected actions

The "book" CTA adds a class to the booking summary, while "next" leads to login or booking confirmation. The lack of context in these CTAs creates a convoluted user flow.

No confirmation feedback for the action completed

Users can only submit bookings once. After confirming, they are returned to the home screen without a completion confirmation, requiring a full process restart for another booking.

MARKET & COMPETITOR ANALYSIS

Competitors often prioritise one function and overlook the need for holistic fitness solutions

By analysing existing fitness app offerings, we can position KAYA as a holistic platform that seamlessly integrates class booking, goal setting, and motivation, offering a unique and lasting fitness experience online and offline.

USER INTERVIEWS

Interviews with KĀYA members revealed that most struggle to find value in their gym membership.

These interviews aim to identify needs and key pain points members’ experience, validate initial findings and gather further insights to inform a fitness experience that benefits both the gym's customer retention and the members' goals in a sustained way.

Missing classes and low gym attendance creates a cycle of discouragement, prompting members to question the value of their membership and ability to achieve their fitness goals

IDENTIFYING PAINPOINTS

Accumulated disappointment from mismatched goals vs reality drains motivation over time

The user journey depicts the challenge of maintaining a fitness routine amid life's demands. Without adapting habits to their evolving schedules, users fall into a cycle of derailed performance, ultimately exhausting their motivation for a fitness lifestyle.

IDENTIFYING PAINPOINTS

Repetitive fitness schedules

Repeating the same gym routine or class can lead to disinterest, especially for those with self-created fitness plans who are unsure of their effectiveness.

Unable to see their progress

While fitness goals require cumulative effort, many users need regular confidence boosts to see that each workout contributes to their progress to sustain their motivation.

DEFINING PERSONA & GOALS

Creating a persona to summarise key insights

Alana

25, early professional (hybrid)
Fitness level - Beginner

A recent graduate transitioning into fulltime work lifestyle. New member to KĀYA and wish to start working out 2-3 times per week

ASPIRATIONS

Easily manage bookings and account on-the-go.
Maintain a consistent workout routine despite the unpredictability of work demands.
Track and visualise her progress to stay motivated

FRUSTRATIONS

Current KAYA bookings and account web experience is inconvenient and time-consuming.
Difficult to track bookings and fitness progress across different platforms
Lost how to adapt her gym routine based on her targets while not repeat workouts.

USER STORYBOARDING

Establish design requirements by narrating the persona’s user journey

By mapping out the persona's actions, thoughts, and emotions, we can identify specific features and functionalities needed to enhance the user experience. This process helps generate ideas by providing a tangible framework to brainstorm solutions that address the user's needs and goals.

BRAINSTORMING STORYBOARD REQUIREMENTS

How do we realise the ideal user journey?

To reach the optimal solution, the previously established design framework will be restructured into three "How Might We" statements representative of the key insights. This prompts a comprehensive yet focused range of ideas to be generated.

HMW make class booking and account management an effortless on-the-go experience?

HMW personalise the fitness experience to keep users motivated and foster lasting habits?

HMW seamlessly integrate fitness experience to dynamic daily-routines?

OVERVIEW

Designing an engaging fitness journey that aligns with dynamic lifestyles

From key insights and design frameworks, we understand that the optimal design must align the user journey with their lifestyle, seamlessly connecting fitness habits with dynamic schedules. This requires simplifying the on-the-go member experience and reinforcing a more personal, motivational relationship between KAYA and its members.

DESIGN GOALS

Simple

A clean and intuitive design reduces the learning curve for users to complete tasks, enabling regular engagement without feeling overwhelmed by a complex flow.

Coherent

Ensure consistency throughout the app, creating an intuitive & focused navigation experience without distractions, making the overall journey seamless and efficient.

Personalisation

Tailoring the app experience to user's unique goals and preferences to ensure they receive the support they need to achieve their fitness goals effectively

BEHAVIOURAL DESIGN

Encouraging users to naturally adopt habits and stay motivated

Behavioural science, particularly the habit loop theory (Duhigg, C (2012)), is foundational to understanding and influencing user behaviour in fitness apps through three key components: cue, routine, and reward.

FEATURE PRIORITISATION

Managing limited time scope, resources and alignment with requirements through feature prioritisation

Considering the short time-frame of this project, we focus on developing features that requires low effort, while delivering high impact (Quick-wins) towards the persona's needs. This approach ensures that the MVP includes essential features that resonate with the our persona while setting a strong foundation for future iterations and product enhancements.

SYSTEM ARCHITECTURE

Crafting the optimal user journey from start to finish

Taking the key tasks that need to be performed to meet and organise content based on importance and relevance to the user. Primary functions such as managing bookings, activity logging and progress tracking are highlighted in the user flow with minimal friction and steps.

"I want to book and manage my classes quickly"

"I want to track my daily goals and be motivated by my progress"

ITERATIONS FROM USABILITY TESTS

Refine design iterations to reflect user feedback

We conducted usability testing to observe how users navigate the app, gather feedback, and identify areas of struggle. Participants performed tasks to test key functionality, providing insights to optimize content clarity and visual hierarchy for usability.

Make key functions accessible in bottom navigation

Remove floating button

Floating buttons risks low visual accessibility due to low contrast. It is also not a native element for iOS or web, which could make implementation challenging

Introduce Bookings in primary navigation

Initially hidden within the Classes tab, Bookings is made available for immediate and frequent user access

Focus on completing daily goals

Remove floating button

Prioritize daily goals to keep users accountable and motivated, reminding them of tasks before accessing other functions.

Simplify card design

Reduce cognitive load for easy scanning

Simplify cards for consistent scanning and intuitive content comprehension while maintaining coherence in design language.

DESIGN SYSTEM

Using design system to reflect a cohesive brand experience and identity

By implementing a design system, we create a seamless user experience akin to the calm of a KAYA gym. The design system ensures a consistent and cohesive user experience, providing guidelines for visual harmony, efficient & scalable development, and a unified brand identity.