Gymalaya

This project was done as part of my studies. I designed a mobile app for a gym.
So, what is the problem?
Many people register for a new gym, but after a while, they cancel their membership for various reasons. The gym’s primary business goal is to retain existing customers and reduce churn.
I researched the apps of the “Space” and “Boost” gyms.
Boost pros
👍🏼 Easy login without entering a password.
👎🏼 The home page is a bit cluttered with text.
Boost cons
👍🏼 It’s possible to pay for the membership through the app.
👎🏼 It’s impossible to change the membership type or payment method.
Space pros
👍🏼 Wide filtering options when searching for a specific class or trainer.
👎🏼 Unnecessary repetition of content - two different buttons lead to message screens with similar content and make one wonder why both are needed.
Space cons
👍🏼 Links to the gym's social media from the app.
I have conducted quantitative research using questionnaires that I distributed to people who had previously canceled their gym membership. The research aimed to understand the reasons for their churn and implement features in the app to retain users.
1. Lack of time and a busy schedule - "I do not have time to exercise, I work late, and the hours are not flexible".
2. Lack of personal treatment - “If I would feel that someone cares about me in the gym, I may still be their member".
3. Inconvenient location - "The gym is far from my home, more than a 10-minute walk, and it makes it difficult for me to keep going there".
4. High price - "Had the price been lower and more attractive, I would have kept my gym membership".
Personal details
Tal Gross
27 years old
Married nurse from Jerusalem
Characteristics
Hard worker
Kind
Loves to help

Pain points
When she was 25, she had a gym membership; however, she canceled the subscription after 6 months. Today she doesn’t exercise, mainly due to a loaded schedule and unusual working hours at the hospital. Moreover, She stated that she might not cancel her membership if someone had paid more attention to her necessities. These days, she wants to get in shape for her sister's wedding in 4 months while fitting it into her busy schedule.

Information architecture

Recorded Clasees
An option to watch recorded classes 24/7, especially for busy people.Also, an option to sign up for shortened classes of up to 30 minutes to allow time flexibility.
A variety of membership types
An option to form an online membership only for people who do not wish to come to the gym physically. Membership fees of this type are cheaper than frontal or combined membership fees. Also, the users can pay in-app and change their membership type any time.
Personal treatment
On the onboarding, the users should apply their goals and favorite classes and get a personal training plan. Also, each month they can choose to focus on any body areas they would like to make more muscular, and they get unique training suggestions in accordance.
Time indicator
An indicator that is updated in real-time and indicates the load in the gym so that the users can choose their ideal time to come to the gym.
Step 1
Step 2
If it were a real-life project, I would measure the impact of my solutions as follows.
Goal
Retention - Users keep returning to the app to complete key actions, like watching the class recordings or signing up for classes.
Signals
Staying active in the app and finding it useful and helpful to complete the key actions.
Metrics
Define an active user - One who signs up for classes or watches the recordings via the app.
Churn rate - Measure how many active users have left the gym.
Efficiency of services - Measure how many users change their plan or payment method via the app.

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