PROJECT BRIEF
Create the subscription model which will be implemented in the existing website and explore the produced content that how the immersive experience of users be improved.
MY ROLE
Research Interview
Data Synthesis
Ideation
Card Sorting
Lo-Fi Wireframing
THE PROCESS
Defining the problem statement
Research Interview
Competitor Analysis
Persona
Card Sorting
Ideation & MVP
DEFINING THE PROBLEM STATEMENT
Users of online yoga programs want to improve their mental and physical well-being with consistent yoga practice, but find it challenging to maintain their motivation.
RESEARCH INTERVIEW
We started by conducting interviews with 16 yogis varied from beginner to advanced level instructors, while the beginner and intermediate (regular) yogis were found as the larger cohort who are looking to advance were likely to practice online.
Seeking yoga for
sustainable maintenance of body, behaviour and mental health.
Regular
Advanced
Findings:
Regular yogis have issues with motivation.
Accountability
..Harder to be motivated online due to no one keeping yoga accountable..
..Sometimes real life classes can feel like an obligation..
..Sometimes the motivation is, well, I've paid for it, so I have to go. And that doesn't feel like real motivation..
Yogis need the following to enhance accountability.
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motivated by financial commitment
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motivated by physical attendance
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motivated by setting goals and tracking process
Flexibility of classes
..If I'm really busy, that's what makes the app really good, cause then I can just fit it into my schedule..
..I can do it at any time, for however much time I have free..
..liked variety of class lengths for different context and fluctuating levels of motivation..
Yogis will
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enjoy the time-flexibility of online practice.
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have strictness of scheduled classes lost.
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expect wide variety of class styles and lengths.
Choice of instructors
Yogis will want the ability to choose their instructor according to preferred personalities and styles.
..I want my instructor to be enthusiastic that's what keep me engaged..
..The verbal instructions almost need to be better. Because you can't watch it the whole time..
Frustrations - Online classes
Yogis felt uncertain with lack of correction. Mostly they would want their instructors to check if they did correctly and need micro correction instantly.
..I need someone to tell me how it would feel if I'm doing it right verbally, like really clearly..
..I need explanation of the movement and body placement as it is really important to me..
COMPETITOR ANALYSIS
There are some yoga apps available in the market. We observed some users left their complaints about the following features. Other than the technical issues, we summarized the points as followings.
Difficult to cancel subscription
Inconsistency
between apps and website
Unable to
download to watch offline
Bad catagorising and filtering
Lack of subscription and billing communication
EMPATHY MAPPING
We grouped the pain points, behaviors and wanted features from our interviewed yogis at regular and advanced levels respectively.
Regular Yogi
Maintaining practice and practicing more regularly
Skill level: Beginner / Intermediate
Experience in years, practice on a weekly base
Have some experience in person yoga
Advanced Yogi
Driven to advance and deepen their practice
Skill level: Advanced
Practice >3 times / week
Have tried online yoga and dislike it
Persona
We created 2 personas, regular and advanced yogi to help us in understanding their subscription levels and design the appropriate models.
Card sorting
We categorized the wanted and unwanted features, and free services that are expected by yogis who subscribed.
Key insights from card sorting
Unwanted features
receiving feedback or corrections from the community
Wanted features
receiving feedback or corrections from the professional instructors they trusted
Free services
Session preview prior to practice
Bookmarking & filtering functions
Paid services
Syncing personal calendars and health tracking apps
Ability to set goals
for practice and received tailored recommendation
1 on 1 sessions
Gained access to exclusive content as
an awards
IDEATION
In order to tackle the issues, we brainstormed a few solutions in the crazy 8s section. We then arranged them in the MVP quadrant according to their levels of values and difficulties.
WIREFRAMING
We gathered the points and ideas from above to desgin 3 subscription models, including basic (free), premium (paid) and the add-on (one on one).
We have presented it to our client and received positive feedback.
Next steps
4 key ideas that would benefit CD Movement with further development
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Users want to be able to set goals and intentions in order to receive feedback and tailored session recommendations according to interests, goals, limitations and lifestyle.
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Users want to schedule sessions in the same way you would in live classes.
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Feedback & correction from 1 - 1 session, particularly for the advanced users.
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User has the ability to select their instructors.