Onboarding project | Home Workout - No Equipment

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"I am not getting the time to go the gym!"

"It's too far from my place and costs a bomb!"

"How do I manage my college lectures/office timings along with working out?"

We all have been there 🤭 and gave various "reasons" for not being able to maintain consistency in our workout plan.

Tried multiple fitness apps but were bombarded with them selling us products or they were just too advanced for a beginner to get started with!

As they say here, we all need something which is "Sasta, Sundar aur Tikau"​

Enter, Home Workout - No Equipment

As straightforward as the name suggests, it is a fitness app for those who do not want to go the gym and need flexibility of time and location for their workouts.

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Quick info:

App installs - 100M+

Ratings - 4.8 / 5 by 3M users

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Ideal Customer Profile

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Jobs To Be Done

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Product Teardown

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Product Teardown.pdf

Mapping customer journey backwards

Below customer journey map covers the major milestones within the app which is found common among retained users

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Activation Metrics

Hypothesis 1: User completed his/her first workout within 7 days

• Motivation for fitness is highest in the initial days be it gym or home workouts.
• A prospective retained user should be motivated enough to not only complete the onboarding process but also act on the suggested workout plan
• If a user is actually working out all the exercises suggested by the virtual coach and marks all workout as complete, it can be considered that user found the app useful and will continue using it.

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• Impact on retention curve - Yes.
• Impact on lifetime value - Yes.

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Hypothesis 2: User logs progress for the 1st time and maintains a streak in the first 2 weeks

• Streaks are known to gamify the user experience and build habits.
• The streak feature will persuade the user to not break the streak and continue with their regime.

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• Progress tracker visuals will give the feeling to the user that the graph is dependent on his/her consistency.
• Impact on retention curve - Yes.
• Impact on lifetime value - Yes.

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Hypothesis 3: User completes their first "full body challenge" in first 4 weeks

• User is given a personalized workout in the form of a challenge upon completion of their onboarding process.
• The challenge requires you to workout 7 days a week for 4 weeks and the process is gamified by celebrating every workout done and prize/milestone achievement at the end of every 7 days

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• The gamification of workout will persuade user to complete their first challenge which ends in 28 days.
• Impact on retention curve - Yes.
• Impact on lifetime value - Yes

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Hypothesis 4: User enrolls in at least 1 goal based workout plan in 8 weeks

• Within the first 8 weeks, user is well-versed with the app offerings and might hit a plateau in their workout journey as well the app's offerings.
• Targeting active users with goal based plans can break a monotonous workout routine.
• Goal based plans are good way to target users based on their age group, country and gender.

• Impact on retention - Yes
• Impact on LTV - Yes

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Hypothesis 5: User has synced the app with Google Fit in first 12 weeks

• Syncing the app with fitness tracking apps will allow the user to engage with the app without opening it and without any interruption to their workouts.
• This can also act like social signaling when they use it in their fitness bands/smartwatches as others will also come to know about the app.
• This move if done after the completion of initial milestones such as 28 day challenge and other workouts will better help in retention as only fitness conscious users will be activating it and are more likely to continue using it.
• Impact on retention curve - Yes.
• Impact on word of mouth - Yes

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Metrics to Track

• D1 Retention
• • D1 retention is a metric that measures the percentage of users who install and launch an app within 24 to 48 hours of installation
  • This will help us understand if our onboarding is done right.
  • This metric will help us understand the type of users who launched the app within 24-48hrs vs. the users who didn't.
  • Finding a clear pattern here can help do better targeting at the top of the funnel.

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• D7 Retention
• • It is no. of users who opened your app on D7/no. of users who opened your app on D0.
  • Since the workout plans and gamification is based around completing the workout on the 7th day, this metric can give us some insight on how many users would be influenced by gamification.

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• Average session length
• • Avg. session length can be compared the workout lengths to understand if users are completing the workout.
  • A low ratio between session length and workout length would indicate users are not completing the workouts.

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• Monthly Active Users​
• • Given that workouts can get skipped sometimes, and user might restart their journey again, MAU can help us count such users as well.
  • Monthly active users will help us understand the avg. number of users who interacted with the app at least once in a month.

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• Product Reviews
• • Product reviews and ratings can help find if there is any common issue being faced by multiple users.
  • This will be required especially after a new feature release or change in onboarding flow as the reviews can be tracked after the deployment to get feedback from users.
  • Ratings and reviews will also help us with a SWOT analysis of our product.

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Thank you!

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