Increasing user engagement
Increasing user engagement - GoodGym is an organisation that helps people get fit by doing good. GoodGym have a great concept, vibrant team and an ambitious 2017 plan to grow the number of members and do more good deeds.
The challenge was that runners’s profile and overall landing page don’t accommodate any engagement benefit and the existing features are hard to find. This leads to lack of engagement, and exceptionally high user dropout, with only 16% percent of the sign ups becoming active members and committing to mission runs.
To address these issues we identified a number of solutions, including designing a more intuitive feel, improving the on-boarding and tailoring the positioning of relevant information that matches user interests.
Identifying user needs
To better understand the cause of the drop-off, we undertook various forms of user research, asking runners what types of information they would like to get from GoodGym, and how to access it.
We began with a screener survey then moved to a contextual inquiry to gather insights on what made users sign up regularly for missions or group runs.
While the interviews were taking research our direct and indirect competitor. Reflecting upon the key findings from the competitive analysis, we identified the following opportunities:
Alerts for users to share experiences with teammates.
Weekly calendar of events in a digestible form to motivate users to explore missions.
Chat functionality, on the landing page for users chat with, or hashtag, groups they’re a member of.
To get a holistic view, we also participated at a local run in Tower Hamlets and Islington where we got the following feedback:
I read my run report the day after because it’s hard to view and read on my phone after the run.
Social experience, volunteering and doing good at the same time are what keep me coming back.
I don’t know if I am verified.
Features & prioritisation
We also looked at feature prioritisation to narrow down the most important features to include in our solution.
Edit profile from landing page
Display activity metrics on the homepage
User tailored missions
To find common patterns, frame the problem, and discover opportunities we created an affinity map with all our findings from the research.
To reinforce the design principles for the website we created an empathy map and began to craft our primary personas. We then crunched all the user insights from the interviews and other data sources and hypothesise the current experience based on two scenarios.
Ideation & Prototyping
Having designed two user profiles, and understood the features to prioritise in our solution, taking into account the user flows we held our second client meeting, a ‘design studio’, to gain more insights for the design process.
Our main focus was to brainstorm some ideas on ‘How do users find and share running events in their registered area with others?
Some of the key finding: Run metrics of all the run and missions achieved under the avatar, prompt user with their next run on top of the page, Ability to comment on activity, visualisation of membership.
Some of the key finding: the landing page had too much information, no clear indication on notifications, but bringing “Heroes” on the landing page is great.
Some of the key finding: Mixture of boxes and circles confused users, after signing up, a request to add the event to the user’s calendar would be useful. Users didn’t understand the small circle close to the notification popup and pop up message too big.
Would be great to see run metrics and how many badges or deeds achieved.
After running our tests we found that users didn't feel the blue banner displaying weather useful.
After implementing and testing the new ideas numerous times we received some great feedback, users liked the the summary on the event page, and the profile section with all the metrics on the right hand side, chat functionality was found to be very useful.
We also had instances some of the runners were unsure about the social aspect and preferred to keep it simply with very basic interaction.
With an appetite for mobile first a further development is needed to design a mobile App.
Simplifying the DBS check and create an shorter on-boarding journey.
Continue to improve the user experience by integrate dynamic more content on local happenings on the landing page.