OV Movement
Expanding the Outdoor Voices community by getting people moving at home.
Concept Group Project / UX design, UX research
Overview
Client: Outdoor Voices Users
Timeline: 3.5 weeks | 2022
Tools: Figma, Slack, Google Suit, GifSki App, Trello
My Role: UX Design, UX Research
An online fitness platform for people who love #DoingThings.
Outdoor Voices is an athleisure clothing company that inspires people to #getmoving. They are aiming to expand their lifestyle brand by connecting people through live and on-demand fitness classes. In order to help them build the “Outdoor Voices community”, we conducted research to understand the needs of users participating in live and on demand fitness classes to further emphasize their fitness lifestyles.
The Problem
Creating an exercise regimen can take a long time that requires taking into account users' busy schedules, fitness levels, social comfort, and affordability. This leaves the user feeling discouraged, excluded, and overwhelmed.
The Solution
Outdoor Voices is an athleisure clothing company with a “community first” approach. By creating a responsive web application with a “mobile first approach,” we can assist fitness enthusiasts to build online fitness regimens that cater to their busy schedules and expand their social circles within the Outdoor Voices’ community. This feature will be integrated into the existing Outdoor Voices e-commerce site.
Process
The Double Diamond Method
To help create better solutions and maintain organization, we utilized the Double Diamond Method, which consists of four phases: Discover, Define, Develop, and Deliver.
This process puts an emphasis on “divergent” and “convergent” thinking, where many ideas are generated before narrowing them down to the best solutions.
Research
What’s going on in the online fitness industry?
According to a report published by Allied Market Research…
The global online/virtual fitness market was estimated at $6.04 billion in 2019 and is expected to hit $50.23 billion by 2027.
According to a recent study by perfectgym.com, gyms and studios that offer virtual workouts increase their in-person class attendance by 12%.
Competitive and Comparative Analysis
To understand how their current website and class offerings compared to other successful online fitness platforms, we made some comparisons.
Currently, Outdoor Voices only offers classes out of their brick and mortar stores. Although the classes are free, they are only accessible in select locations.
The Current Outdoor Voices Site.
Current Pathway to ‘OV Events’
Misses
No way to sort through classes.
OV Events is buried in the main navigation.
Classes are only accessible to select locations.
User Research
Getting to know our users.
What do we want to learn from our users? What gets them #DoingThings?
The team conducted 6 user interviews with fitness enthusiasts of varying levels in order to understand what motivates them to stay active, how they feel connected to the fitness community, and what their virtual class preferences are.
What users are saying about their fitness classes:
“It is good for my mental and physical health.”
“I like convenience and guidance in a class setting”
“I create a social dynamic within my fitness community.”
What users need in their fitness classes:
“...to be more affordable and flexible with my work schedule.”
“I set a schedule for my fitness routine that works with my busy lifestyle.”
“I want to see inclusivity in the athleisure-wear I buy and the fitness classes I take.”
From our user interviews we understood that…
It’s important to that Users creating a fitness schedule that fits into their busy schedules is easy.
Users want to feel comfortable engaging in physical fitness and becoming a part of a larger social network. User’s want to share directly with friends, but also want to feel included in a larger community.
Users do not feel included in an intense all or nothing lifestyle gyms. They need various options to fulfill their exercise regime in an inclusive environment. Representation is important within the fitness community.
User need an affordable and accessible way to stay active and feel included within the fitness community.
Personas
Based on our user interviews, we created two user personas to help us gain insight and build empathy for our targeted user.
Primary Persona
Meet Jasmine Flowers
“Fitness is a big part of my life that I do regularly to feel and work better.”
Jasmine is a busy girl and fitness enthusiast. She needs an easy way to find and schedule classes that she enjoys.
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Jasmine Flowers is a self-motivated fitness enthusiast. She first tried yoga with friends in college. From then on, she has tried a variety of fitness classes. She enjoys working out and being part of a larger community. She started doing virtual in-real-time fitness classes during the pandemic and enjoys the convenience of working out from home.
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-Needs to find virtual fitness classes that can easily fit into her weekly schedule.
-Wants to connect with other members in the fitness community to expand her social circle.
-Needs to create reliable workout regimens that cater to her intermediate/advanced fitness level.
-Motivated by professional fitness instructors.
-Craves finding comfortable athleisure-wear from highly inclusive brands.
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-Unable to find flexible fitness class options.
-Unable to make reservations for her favorite virtual fitness classes.
-Unable to develop meaningful relationships with other members within the online fitness community.
-Unable to find fitness instructors that can consistently motivate her to achieve advanced fitness goals.
Secondary Persona
Meet Katie D’Amour
“I have a hectic schedule and would prefer on-demand fitness classes that allows me flexibility.”
Katie is new to the fitness scene. She needs the flexibility that on-demand classes offer, but doesn’t want to spend too much money.
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Katie lives in Madison, WI and is a real estate agent. Katie has a gym membership at her local Planet Fitness and works out 2-3 times per week, when her schedule allows. Her schedule fluctuates where she sometimes is required to work weekends. She prefers On Demand classes to fit this need for flexibility.
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-Wants options to workout on-demand at home.
-Wants to spice up workout routine
-Needs more flexibility to schedule fitness classes on her own time since work hours are not fixed weekly.
-Would prefer to find a workout routine that doesn’t break the bank - needs to find something more affordable.
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-Not being able to find options of flexible fitness class schedules that work with her hectic work life.
-Not having On Demand fitness options that tie in with her standard gym membership.
-How expensive classes are these days.
-Not having enough incentives to pay the price for more intensive workout regimens.
-“My gym doesn’t offer classes. I like online so I tend not to look at virtual options due to lack of options with my current membership.”
Design
Design Goals
How might we create an easy path to help Katie reach her goals?
Streamline flow from class signup to participation.
Create community by allowing users to easily share classes with their friends.
Incentivize users to workout with a rewards system. Also create connections through products.
Ideation
To generate ideas and solutions to help Jasmine’s problems, we collaborated in a Design Studio. We posed a series of “How Might We…” statements and took 5 mins for each one, sketching and then sharing ideas.
How might we help Jasmine sign up for a class and plan her workout schedule?
How might we help Jasmine feel connected in the fitness community?
How might we help Jasmine stick to her fitness routine?
How might we create more value to Jasmine’s investment into her fitness routine and OV Movement?
Design Library
Our goal was to visually integrate OV Movement into the per-existing OV e-commerce site using the same color scheme, font styles, and visual elements.
Mid/High- Fidelity Wireframes
Mobile-First Approach
Most of our users will use OV Movement on their mobile devices. To best fit their needs, we took a mobile-first responsive design approach.
Finding a Solution Through Design
How might we help Jasmine signup for a class and plan her workout schedule?
Solution: Create and streamline the flow of finding and signing up for a class in order to help Jasmine plan her workouts. Navigation and a class filter were important for this solution.
Creating clear and intuitive navigation to navigate between the OV e-commerce site and fitness platform.
Easy access to Jasmine’s Schedule.
Class filter to help Jasmine find the classes that fit her needs and desires.
How might we help Jasmine feel connected in the fitness community?
Solution: Allow Jasmine to easily share classes with friends and see other members participating in the same classes as her.
Other OV members are displayed after she has successfully signed up for the class.
Large “Invite” button to send class to friends in her contacts.
How might we help Jasmine stick to her fitness routine?
Solution: Setting reminders to alter Jasmine when it's time to take her class. As well as fostering motivation by showing her progress.
Class time reminder that takes her to the class video.
Display Jasmine’s workout streak to show how many days in a row she has completed a workout.
How might we add more value to the time and money Jasmine invests in her workouts on the OV Movement app?
Solution: Creating a rewards system to help incentivise Jasmine to stick to her schedule.
We expanded upon the existing OV rewards program. After every workout, Jasmine earns points that can go to her next purchase on outdoorvoices.com.
Prototype Testing
To test our prototype, we conducted 6 usability tests. User’s were asked to complete 4 tasks.
Task 1: From the OV homepage, navigate to OV Movement and find a live virtual class.
Task 2: Find a class by a specific instructor and sign up for the class,
Task 3: Share this class with a friend in the user's contacts.
Task 4: It's time for class! Navigate to the class terminal and check out their rewards when the class is over.
Test Results
Task 1: Locate a live virtual class.
33% of the participants achieved direct success (predicted path) and 33% achieved indirect path in locating a live virtual class.
Task 2: Finding a class by a specific instructor.
80% of the participants achieved direct success in scheduling a live virtual class with a particular instructor.
Task 3: Sharing with a friend.
100% of participants achieved direct success in sharing a class with a friend.
Task 4: Checking rewards
100% of participants achieved direct success in checking rewards after finishing a class.
Takeaways and Next Steps
Outcomes
Search
Some users were confused searching for virtual classes on the mobile website.
Share
Most users were able to share a specific class with a friend of their choice.
Navigation
The main frustrations users had were finding the OV Movement button in the hamburger menu.
Locate
Most users were able to find a specific instructor and select the instructor’s class.
Next Steps Forward
For the next round of design and testing, I will be the only UX designer and researcher.
