Onboarding project | Fittr

Introduction

Fittr is an online fitness and nutrition platform that offers personalized fitness & nutrition plans, online coaching. The brand has recently stepped into wearables - they launched Fittr HART, the smart ring that calculates Heart rate variability (HRV), Sleep duration & quality, Recovery etc.

Fittr was founded in 2016 by Jitendra Chouksey, Fittr begas as a small group on WhatsApp to then shifting to Facebook group and quickly evolved into a comprehensive mobile app and web platform. The platform has completed more than 300,000 successful transformations.

Core Offerings:

Personalized Plans: Fitts provides customized fitness and nutrition plan tailored to individual goals, lifestyles and preferences, created by certified coaches. It is like an uber for trainers, these trainers have a great experience and have multiple slots to book training.
Community Engagement: Fittr emphasizes a supportive and motivating community, enabling users to share experiences, motivate each other, and achieve fitness goals collectively.
Lifestyle Management Plans: The brand also provides Plans for POCS/ PCOD management, Thyroid management, Diabetes Lifestyle management, Pre and Post Natal Care.
Strength and Conditioning, Online Coaching, Mental Wellbeing and Yoga are a part of their One on One coaching.
Comprehensive Free Health Tools: The Fittr app includes a range of free tools like a calorie counter, diet tool, step counter, exercise library, and more, helping users track their progress and stay informed.

Fittr secured $11.5 million in Series A funding in September 2021. This funding was co-led by Dream Sports' venture capital firm Dream Capital and LA Dodgers' private investment arm Elysian Park Ventures. The funds are being used to expand Fittr's market presence in North America, the UK, and Singapore, which currently account for 30% of its overall revenue.

source

At this stage, Fittr has reached to over 2.5 M users and demonstrated product-market fit and is focusing on scaling its operations and market reach.

We are going to focus on the Growth strategy of Fittr in India.

ICP and JTBD

User Calls + ICP Mapping

Ideal Customer profile	ICP 1	ICP 2	ICP 3	ICP 4	ICP 4	ICP 5	ICP 6
ICP Name	Hemant Rao	Daniyal	Dr. Kashmi	Charu	Aditya	Sashidhar	Vinoda
Age	34	30	35	30	36	38	35
Income Level	INR 100K per month	INR 250K per month	INR 100K per month	20-30 LPA	20-30 LPA	35-45 LPA	20-25 LPA
Gender	Male	Male	Female	Female	Male	Male	Female
Location	Tier 1 - Delhi NCR	Tier 2 - Mysore	Tier 3 - Rishikesh	Tier 1 - Mumbai	Tier 1 - Mumbaii	Tier 2 - Pune	Tier 3 - Kumta, Karnataka
Profession and Company	Corporate employee - IT	Entrepreneur	Pathologist	Product Manager	Product Manager	Growth Manager	Branch Manager
Marital Status	Married	Dating	Married	Married	Married	Married	Married
How do they spend their days	Morning Workout Work Household Chores Watching News	Morning workout Work Evening Walks OTT/ Social Media	Household Chores Morning Workout Work Family Time	Spends maximum time at the office. Has been working from the office all 5 days. Other than that, going to the gym 2-3 times on weekdays. Read a little bit. Prefer home-cooked meals.	Spends maximum time at the office. Goes to the gym 5 days a week. Listens to music and loves watching Football.	Workaholic, Spends maximum time working. Reads a lot about his profession, spends time with kids and family.	Family and Kids
How do they spend their weekends	1. Spend time with kids 2. Social/community gathering	Spend time with family and friends. Socializing	Family Time + Reading and Entertainment	Meets friends/ family, watch movies, read, and do a bit of gardening.	Meet friends, watch movies, read and play football	Reads, Spends time with family, Works on side projects.	Reads, Spends time with Family and Recreational activities
Apps they spend most of their time on	1. IG, FB, YT - social media 2. Messaging apps- WhatsApp	YouTube and Instagram WhatsApp	Instagram, Facebook and YouTube	WhatsApp, YouTube, Spotify, LinkedIn	WhatsApp, YouTube & Spotify	LinkedIn, Apple podcast, Instagram, WhatsApp	LinkedIn, YouTube and WhatsApp
What do they spend most on	Grocery, Household expenses	Health and recovery Household expenses, Grocery	Grocery and Household	Health and Travel	Health and Travel	Health, Family, Household and Grocery	Grocery, Health and Household expenses
Why did they choose Fittr?	Discovered an online coach who was associated with Fittr, Joined the Facebook group and is now working with the same trainer.	Discovered the app on Google search and chose Fittr due to the product's reviews on Google and App store.	Discovered content on Facebook. Read multiple user reviews and then purchased the plan.	Discovered it through a friend Started using fittr because even though was trying to be fit on my own, Never had a definite direction or guidance.	Discovered it through a friend Started using fittr because even though was trying to be fit on my own, Never had a definite direction or guidance.	Discovered through a friend. Started using fittr because wanted to lose weight.	Discovered through a friend, wanted to start with wellness and yoga.
How long have they been using the app	4+ years	1+ year	1+ year	6+ months	4+ months	3+ years	7 Days
Feature they value and use most?	Calorie counter + Workout Tracker	Workout tracker + Calorie counter + Water tracker	Diet tracker	Logging calories, checking diet and workout features shared by the trainer	Workout features shared by the trainer	Tool - Resting heart rate, HRV	Tools - Step counter, Calorie counter.
Frequency of feature usage	Everyday	Everyday	Everyday	Everyday	Everyday	Everyday	Everyday
Appetite to pay	Moderate Value-seeking. Once trust is built, sees the value and witnesses initial results doesn't mind paying up to 50% more. In hindsight after transformation highly values the product - ready to pay 100% more.	High Researches well before purchasing anything for health and lifestyle, once convinced can invest more on himself. Doesn't have a lot of personal expenses and materialistic interests.	Moderate Trust-seeking and health-conscious. Calculates, reads and understands before taking any decision.	High Tries to find solutions and once convinced is ready to pay a premium to get into the best version of themselves.	High Tries to find solutions and once convinced is ready to pay a premium to get into the best version of themselves.	High Happy to offload workout planning and scheduling to others. Not a heavy user of tracking everything but happy to pay a premium to stay in shape.	Moderate User
Problem Statement (reason to start with Fittr)	Was not able to find a good trainer who can help him lose weight and build muscle.	Was not able to lose weight and get fit by himself and hence decided to choose a trainer on Fittr.	Wanted to seek personal training to lose weight	To get healthier and have a structure to daily workouts.	He got injured while playing football, realised his recovery had slowed, and understood the importance of working out.	Lose weight and get to the best version of himself.	Focuses more on Wellness, wants to move and stay mentally fit.
Current problem with the app	The app works well, no complaints	A bit confusing to use, felt it became monotonous too.	No complaints.	Not very user-friendly. Calories tracking is better with Healthify more Indian food options and is more accurate.	Not very user-friendly. Glitches quite often and Calorie tracking with Indian food options is not accurate.	Coach selection is a problem, spends a lot of time selecting coaches.	User experience is overwhelming, cannot understand features.
JTBD Framework
Primary	Personal - Wanted to lose weight and build muscle. Be the best version of himself.	Personal - Wanted to lose weight and build muscle. Live a healthy life.	Personal - Was overweight, and was not able to live to the fullest. Hence wanted to lose weight.	Personal - Wants to get healthier and in shape before travelling.	To get to the best version of themselves and have a structured workout routine	Wants to get fitter and healthier as he is in his late 30s, early 40s.	Wants to get get to a better stage mentally.
Secondary	Social - Look good in his social circle.	NA	NA
Tertiary	NA	NA	NA

ICP - Lock for Activation Metrics and Onboarding

Ideal Customer profile	ICP 1	ICP 2	ICP 3	ICP 4
ICP for	Activation metrics	Activation Metric	Onboarding	Onboarding
Age	30-35	35-40	30-40	30-40
Income Level	INR 100K per month	INR 100K per month	INR 200K per month	INR 200K per month
Gender	Male & Female	Male or Female	Male or Female	Male or Female
Core Motivation to workout	Injury rehab/ Weight loss/ Become the best version of themselves.	Weight loss/ Stay fit/ Injury rehab and wellness	Weight loss/ Stay fit/ Injury rehab and wellness	Weight loss/ Stay fit/ Injury rehab and wellness
What do they spend most on	Grocery, Household expenses	Health and recovery Household expenses, Grocery	Travel, Heath, Grocery	Household expenses, Grocery, Education
User stage	Loyal user of the platform	Loyal user of the platform	New user	Not a user yet
Why do they still use Fittr? or are considering Fittr	Good trainers/ Variety in training programs. Achieving results.	Good workout/ Variety in training programs. Achieving results and Part of lifestyle now.	Tried competitor brands - Didnt like AI feature, felt it was too harsh and unrealistic. Tried another brand but has time constraints and was losing on membership days on not showing up.	Good workout/ Variety in training programs.
How long have they been using the app	2+ years	6+ months	3 Days	7 Days
Feature they value and use most?	Calorie counter + Workout Tracker	Workout tracker + Calorie counter + Water tracker	Water intake	Step Counter + Calorie Counter
Frequency of feature usage	Everyday	Everyday	Everyday	Everyday
Problem Statement	Was not able to find a good trainer who could help him lose weight and build muscle.	Was not able to lose weight and get fit by himself and hence decided to choose a trainer on Fittr.	Lose weight	Mental Fitness

JTBD Framework

JTBD Framework
Primary	Personal - Recover from injury. Lose weight and build muscle. Be the best version of themselves.	Personal - Lose weight and build muscle. Live a healthy life.
Secondary	Social - Look good in the social circle.	NA
Tertiary	NA	NA

Onboarding Teardown

Fittr Onboarding.pdf

Aha Moments

Free Gifts
Pre-filled Indian food options

Summary

Cognitive load - avoid too many fields
Fix searching for coaches page - match automatically
Simplification of processes
Referral on completing milestones

Activation Metrics

Hypothesis #1. User downloads the app and purchases a plan within 14 days

Reasoning:

High Commitment Level: Purchasing a plan within 14 days shows a strong commitment to achieving their fitness goals and a belief in the product achieving results.
Immediate Value Recognition: This action indicates that the user quickly recognizes the value and benefits of the app, prompting them to invest financially.
Conversion Indicator: Early purchase is a key indicator of conversion, suggesting that the user is likely to remain engaged and continue using the app's premium features.
Enhanced Engagement: Paying for a plan usually leads to higher engagement levels, as users want to get the most out of their investment, making them more likely to use the app consistently.
Revenue Generation: Early plan purchases contribute to immediate revenue, supporting the app's financial health and enabling further development and enhancements.

Hypothesis #2. Downloaded app on phone and filled in body measurements details in 3 days

Reasoning:

Early Engagement: Filling in body measurements within 3 days indicates the user's initial commitment to their fitness journey.
Personalization: Providing body measurements allows the app to offer personalized fitness and nutrition plans, increasing the relevance and effectiveness of the recommendations.
User Investment: This action demonstrates that the user is willing to invest time and effort into using the app, making them more likely to continue engaging with its features.

Hypothesis #3.

Reasoning:

Content Consumption: Engaging with multiple posts shows that the user is actively consuming content in the app, indicates interest and curiosity.
Community Engagement: Interaction with posts may also involve engaging with the community, which can enhance user experience and retention through social connections and support.
Habit Formation: Frequent engagement within a short period helps in forming a habit of using the app, which is crucial for long-term retention.

Hypothesis #4. Downloaded app and used a tracking tool in 3 days

Reasoning:

Feature Utilization: Using a tool within 3 days suggests that the user is exploring the app's functionalities and finding value in its features.
Immediate Value: Tools such as calorie counters, workout planners, or progress trackers provide immediate value, reinforcing the app's utility and encouraging continued use.
User Activation: Engaging with a tool early on is a strong indicator of user activation, as it shows that the user is actively engaging with the app's core functions.

Hypothesis #5. Downloaded the app and booked a free consultation in 5 days

Reasoning:

Commitment to Goals: Booking a free consultation demonstrates a higher level of commitment to achieving fitness goals, as it involves direct interaction with a coach or expert.
Personal Interaction: Free consultations provide an opportunity for personalized advice and support, which can significantly enhance user satisfaction and trust in the product.
Conversion Potential: Users who book consultations are more likely to convert to paid services, as they have shown a willingness to seek professional help and guidance.

Retention Metrics

First Milestone Metrics

Download Rate: Number of app downloads.
Account Creation Rate: Percentage of users who create an account after downloading the app.
Profile Completion Rate: Percentage of users who complete their profile information (e.g., age, gender, fitness goals) during onboarding.
Initial Setup Completion: Percentage of users who complete the initial setup (e.g., setting fitness goals, filling in body measurements) within the first 3 days.
Notification Opt-in Rate: Percentage of users who opt-in for notifications during the onboarding process.
Content Engagement: Percentage of users who engage with 10+ posts in 4 days.
Goal Setting Rate: Percentage of users who set fitness goals within the first week.

Second Milestone Metric

Progress Tracking: Percentage of users regularly updating their progress (e.g., weight, measurements).
Workout Completion Rate: Percentage of planned workouts completed by users.
Milestone Completions: Number of users reaching key milestones (e.g., first month completed, first 5 kg lost).
Notification Interaction Rate: Percentage of users interacting with in-app notifications.
Feedback Submission Rate: Percentage of users providing feedback through in-app surveys or reviews.
Customer Satisfaction: Average rating and feedback from users on app stores and in-app surveys.

Retention Metrics

These metrics focus on long-term engagement, satisfaction, and retention

Conversion Rate: Number of unique users converted in a given Conversion window (D1, D3, D7, D30)
Repeat Rate: Number of customers renewing their subscription.
Renewal Rate On / Before Expiry vs After Expiry: Understanding user behaviour for renewals.
Renewal Rate After Breaks: Renewal rate after a break (not using the app for D30, D60, D90 Days).
Daily Active Users (DAU): Number of unique users who engage with the app daily.
Monthly Active Users (MAU): Number of unique users who engage with the app monthly.
Churn Rate: Percentage of users who stop using the app over a specified period.
Session Frequency: Average number of sessions per user per day/week.
Session Duration: Average duration of each user session.
Action on Coach Profiles: Filtering, checking coach profiles, which filters are used.
Tools Usage Frequency: Rate of using built-in tools.
Content Engagement: Number of posts liked, shared, or commented on by users.
Referral Rate: Percentage of users who refer the app to others.
Retention Rate: Retention rate as per D1, D3, D7, D30, D60, D90
Retention by Device: DAU/MAU segmented by device type (iOS, Android).
Retention by Location: DAU/MAU segmented by location (e.g., city, state, country).
Retention by Subscription Type: Retention rates segmented by subscription plan
Community Engagement: Number of users participating in community discussions, challenges, and groups.
Content Consumption: Average number of articles, videos, and other content consumed per user.
Goal Achievement Rate: Percentage of users who achieve their set fitness goals over time.