My Role & Responsibilities

Create a financial app for efficient accounting and financial planning for a wide range of users, including Alfa-Bank clients and other users.

Main Goal

Fitmost offers a unified subscription model, allowing users to book various services such as yoga, Pilates, swimming, CrossFit, dance, and more through a single platform. The app uses a point-based system where users purchase packages with a certain number of points, which can then be used to book different activities. Overall, Fitmost provides a flexible and diverse approach to fitness and wellness, catering to users seeking variety and convenience in their routines.

I conducted a competitive analysis to understand how Fitmost compares to other fitness and wellness platforms in the market. By examining key competitors in terms of tools they use for user activation, I identified strengths and weaknesses in their user experience, design, and functionality. This analysis helped me uncover opportunities to improve Fitmost’s user journey, enhance user engagement, and offer unique value propositions that would set the platform apart from others in the industry.

Hypotheses

Competitive Analysis

We hypothesize that the conversion rate of registered users to active subscribed users will increase by adding an onboarding process in the app.

We hypothesize that the conversion rate of registered users to active subscribed users will increase if the recommendations in the app are closely aligned with the clients' preferences.

We hypothesize that the conversion rate of registered users to active subscribed users will increase if the client understands how the points system is fundamentally more beneficial for them.

We hypothesize that the conversion rate of registered users to active subscribed users will increase if users receive an explanation of the points system during the onboarding process.

User Interviews

"I had a membership like everyone else, costing 20-30k, and I would go only 5 times a year at most. I really like the option to spend these points on anything I want, including treatments."

"I had a gym membership, and when it ended, I decided to try Fitmost. When I registered, I received a 15% discount and subscribed immediately. I instantly used the 30 points I got, and then I bought more."

"When there was still OneFit, I didn't like Fitmost because it was more expensive. In Fitmost, points are deducted for each class, whereas in OneFit, you pay once a month and can attend up to 20 classes. With Fitmost, if you buy 5000 rubles worth of points, it won't be enough for 20 classes — you can only attend a maximum of 10."

Key Problems

How might we personalize the user experience to make the first booking more compelling for each individual?

How might we design a clear value proposition to motivate users to make their first booking?

How might we reduce friction in the user journey from registration to the first booking?

Clearly communicated unique and tangible benefits users get from booking through exclusive access to better prices and convenience.

Provided interactive tooltips that guide users through the first booking process and explain the benefits along the way.

Customized the onboarding process to find out as much information as possible to make relevant and engaging offers based on the user’s preferences and goals. This helps users feel the experience is tailored to their needs, increasing the likelihood of them making the first booking.

Solutions

This project taught me the importance of creating a cohesive, intuitive user experience that aligns with user needs and business goals. By simplifying the registration, onboarding, and booking processes, I was able to reduce friction and make the process more intuitive and faster, which ultimately increased conversion rates. User testing and user feedback were invaluable in validating my design hypotheses and helped me understand how personalization and less stressful processes like purchasing packages and managing points can significantly improve user satisfaction. This project validated the value of iteration and how continuous improvement based on real user insights results in a more efficient and engaging product.

Takeaways