Joina

Joina is a health and fitness app designed to help users build exercise habits through daily challenges. However, the app has faced problems getting more users to commit to a monthly subscription. To address this issue, they wanted help researching their base to gain insights into their preferences and needs to enhance conversion rates.

Problem statement

Joina aimed to gain insights into how users interacted with one another within the app and identify areas for enhancing social features. By making these improvements, they wanted to make the app more fun and rewarding for users.

Solution

Our solution was to improve the existing option for users to create their own challenges. This included a better system for choosing exercises, scheduling times, and the ability to set up private challenges.

Process

Research

Survey insights

Our survey collected responses from over 30 participants, including both Joina users and non-users.

Interview insights

our total number of interviewees was 8. Among them 3 participants were Joina users, 3 were non-users and 2 were expert users.

Sacrificial Concepts

The ideas that came from the participants during our interviews were transformed into simple sacrificial concepts. We also presented these to other interviewees to collect their feedback.

User Flow

We designed the ideal workflow for “creating your own challenge” to gain a deeper insight into how users would interact with the entire process.

Iteration

User testing was a crucial part of our process, and we conducted over 15 tests. However, the main challenge was reaching Joina users for these tests. So we tested with a group of non-users. We reviewed more than 80 screens after completing all the user testing.

Final Product

The final solution introduced features for users to create your own challenges with others in the app. This promotes community and connection among users while giving them the flexibility to choose the exercises they want, rather than waiting for specific challenges to start.

Result

Joina was satisfied with the research and features that we created. After that, they started taking the initiative to implement it into the app

Learnings

This was my first experience working on UX design with a client. Through the process, I gained valuable insights into UX research and how new ideas can emerge. The user interviews were particularly insightful, as they helped us identify pain points, ultimately leading us to rethink and refine our design approach.