Index

1. Problem Statement
2. Brief About Strava
3. Strava Users and Market
4. Understanding users and JTBD
5. Onboarding Teardown for App and Web
6. Activation Metrics
7. Other Metrics to Track

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1. Problem Statement -

Teardown the onboarding flow for Strava on both Web and Mobile App to really understand the why behind each screen, the JTBD of each element on the screen and the cognitive biases at play.

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Why Onboarding - Onboarding is very critical as a seamless onboarding journey increases user satisfaction, engagement and overall retention ultimately contributing to the product's success in the market.

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2. Brief About Strava -

Strava is a leading fitness tracking and social networking platform designed to inspire and motivate athletes of all levels. At its core, Strava serves as a comprehensive tool for tracking and analyzing various physical activities such as running, cycling, swimming, and more. Users can record their workouts using GPS-enabled devices such as smartphones or fitness wearables, allowing them to accurately measure metrics like distance, pace, elevation gain, and heart rate.

Choose from over 35+ sports -

🏃‍♂️🧗‍♀️🏊🏻‍♂️⛷️🚴🧘🏼‍♀️⛹🏻‍♂️⚽️⛸️🥋🤸🏽‍♂️🏄‍♂️🥊🏇🤽🏻🎯🤺🚵🏻‍♀️🏒🏹🥅🤼🚣🏼🏋🏽

Strava is a community of athletes from all over the world. We are a tribe. Alone or together, we strive

Strava's mission statement - To connect athletes with what motivates them and help them find their personal best.

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🎯 Strava's key core value propositions are -

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Details on Company and Users -

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3. Strava Users and Market

Strava Users Age Distribution

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Strava Gender Distribution

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Strava Traffic Share between top 5 Countries (~50%)

Strava Traffic channels

Strava in comparison with direct/indirect competitors

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4. Understanding users and JTBD

Questions Asked to the users -

Demography - Age, Gender, Location, Income Level, Relationship Status

Fitness Mantra -  Gym, Exercise, Yoga, Running, Cycling, other Sports

Frequently used Apps - Sports/Wellness/Fitness Related

Gadgets - Smartphones/Smart watches/Fitness bands/Patches/Rings

Food Habits - Spend on healthy food eating

Source of entertainment - Consuming Content, Eating out, watching sports, travel, hanging out wit friends etc.

Social Influence - Office / Society events around sports and fitness

If Not a Strava user (or a competitor app user)

• Ever heard about Strava ? Do you use any activity tracking app ? What do you use that app for ?
• Monthly budget for fitness (to gauge the Appetite to pay)
• Thoughts on tracking and analysing progress
• Thoughts on community and it's role in keeping them motivated

If a Strava user

• Overall Experience with Strava -  How has Strava helped you in achieving your fitness goals
• What features of Strava do you find most valuable/useful-
• Are there any specific challenges or pain points you encounter while using Strava ?
• Frequency of use -  How often do you use Strava, and what devices do you primarily use it on?
• Engagement withing the Community - Clubs/Challenges/Stoical Media
• Subscription Plan -
• • What influenced your decision to subscribe?
  • What additional features or improvements would make you consider upgrading to a premium plan if you're not already subscribed
• Choice of Activity -  Running, Cycling, Swimming etc
• Thoughts on trying out new activities on the app
• Acquisition Channel -  How, why and when did they download the app ?

ICP (Ideal Customer Profile) research -

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JTBD basis above user research -

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5. Onboarding Teardown for App and Web​

Legend -

Green - Things that Strava really nailed

Red - Things don't help Strava

Blue - Suggestion to improve the Onboarding Flow​

1. Mobile App Onboarding Teardown (Android) -

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2. Web Onboarding Teardown -

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6. Activation Metrics​

1. Hypothesis : Completing 2 activity recordings in first 7 days

Reason - This metric signifies early user engagement and adoption of the app's core functionality. Achieving this milestone demonstrates that users are actively participating in the platform's primary activity tracking feature, indicating a genuine interest in utilizing Strava for their fitness activities. Additionally, users who complete activities early on are more likely to experience the value of the app firsthand, which can lead to higher retention rates as they continue to integrate Strava into their fitness routines.

2. Hypothesis : Following 3 extra friends/athletes in the first 14 days

Reason - This metric is a valuable onboarding metric for Strava as it fosters social engagement and community interaction from the outset. By connecting with friends or athletes early on, users become integrated into the social fabric of the platform, increasing their sense of belonging and motivation to continue using Strava. Additionally, following others allows users to discover new activities and challenges, enhancing their overall experience and likelihood of remaining active on the app. This metric also encourages users to invite their network, promoting organic growth and improving retention through peer connections.

3. Hypothesis : Paid subscriber after the 30-day free trial period

Reason - This metric indicates successful conversion of users into paying customers. Users who transition to paid subscriptions demonstrate a deeper commitment to the platform's premium features and services, indicating a higher level of satisfaction and perceived value. This metric reflects not only the effectiveness of the free trial in showcasing the app's benefits but also the overall success of the onboarding process in converting users into long-term, revenue-generating customers. Tracking this metric allows Strava to gauge the effectiveness of its onboarding strategies in driving monetization and sustaining user engagement over time.

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4. Hypothesis : Sharing 5 activities in the first 30 days

Reason - This metric indicates active user engagement and advocacy within the community. Users who share their activities, whether within the app or on social media, contribute to the platform's organic growth by attracting new users and reinforcing existing ones. This metric reflects a user's willingness to endorse and promote Strava's features and benefits, ultimately leading to higher retention rates as users become more invested in the platform's ecosystem. Additionally, sharing activities fosters a sense of camaraderie and accountability among users, further enhancing their long-term engagement and loyalty to Strava.

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5. Hypothesis : Participating in 1 challenge within the first 30 days

Reason - This metric demonstrates early user engagement and interaction with the app's features. Challenges provide users with achievable goals and a sense of accomplishment, fostering a positive initial experience with the platform. By joining challenges and various clubs, users become integrated into the Strava community and are more likely to establish lasting habits, leading to increased retention and long-term engagement. Additionally, participating in challenges may expose users to partner brands or sponsored events, further enhancing the app's value proposition and promoting future participation.

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7. Other Metrics to track

Quantitive Metric to Track -

1. # of new user sign ups on the App/Web
2. Drop off in the onboarding flow - Funnel Analysis at each step Eg: User Profile Page, Payment Page
3. # users opting for 30 day free trial during sign up
4. Retention Rate - % of users who continue to use the app week-over-week or month-over-month
5. Unique DAU, WAU and MAU - Daily, Weekly and Monthly Active users
6. Frequency of use of App per day/week/month per user
7. D1, D14 and D30 Retention - D1 for sign up, D14 for app exploration and D30 for subscription purchase
8. # sessions recored per week/month by each user
9. # challenges joined per week/month by each user
10. # devices connected per user
11. % completion rate per challenge by each user
12. # total clubs/groups joined by each user
13. # messages exchanged per week/month by each user
14. # Followers and Following Athletes of each user
15. # Kudos given vs received for each user
16. Rating on Google Play Store and Apple App store
17. # Referral shared per user and # users signed up from referral
18. Avg session duration of each user
19. CSAT and NPS scores

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Qualitative Metric to Track -

1. Sentiment analysis on onboarding and signup flow from App store, google review etc.
2. User session recordings / Heat maps - understanding how users interact with the app.
3. Users' fitness goals, aspirations, and progress through qualitative feedback, surveys, and user interviews.
4. Engagement with social features such as clubs, challenges, and group activities by analyzing user interactions, discussions, and motivations behind each action
5. Overall ease of use, and satisfaction with features through in-app feedback forms, user interviews, and usability testing sessions. Identify pain points, usability issues, and areas for improvement.

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That's a wrap Folks, thank your reading !!

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🧔‍♂️ Shaleen Kachhara

📞 +91 9629072122

💼 Product Manager at American Express

LinkedIn

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