I joined Cure.fit as a product design intern for summers 2019; this was the second time I was working with Cure.fit. After many thoughts and discussions with several people, I made up my mind to work again with Cure.fit. I joined the HQ on 10th May 2019 at the same place, the same feel, and the same environment with some new people.
Solving for increasing user engagement and revenue generated per user by expanding Fitclub to Cult/Mind. Measuring success in terms of classes attended per user per month.
Success criteria in short term and long term
Cure.fit has its ecosystem where every element and feature has its value. Understanding the overall system was the first and most important step to contribute correctly.
Understanding Fitclub V1: As part of FitClub's philosophy, we want to make health activities rewarding. I majorly worked on expanding loyalty program fitclub from eat.fit to all the verticals of cure.fit. With the current fitclub (loyalty program), members enjoy multiple benefits on eat.fit orders like 50% fitcash (Virtual currency) return and free delivery. Now with the expansion, users will benefit from several other activities like cult classes, mind classes, etc
This overall scope was defined after a number of discussions and debates over the product strategy, future goals, etc. Here are a few terms explained which affected the overall product:-
Users already using fitclub for Eat.fit orders.
After getting sure about the product and the ecosystem, it was essential to map all flows and experiences that can be looked at further design stages.
Being a very complicated product with various journeys and user goals. It wasn’t possible to move forward with these complex charts. So I divided the overall product into various journeys according to various personas and their goals.
There are multiple entry points in the complete application form. The user can book a class; the user must get educated about the fitclub rewards, without which the anticipation is not created.
Every entry point will lead user to the Fitclub page
Cues at every step of class booking keep the user informed about the coming reward and become the motivating factor and prevent cancelations. The user gets rewarded after the class has been completed.
Reinforcement is essential; at the same time, it has to be ensured that it is not overdone.
Total savings and achievements are highlighted throughout the journey and user is always informed about the perks they are or can enjoy with fitclub.
All non-fitclub members are directed to the fitclub page from every discovery point, where they can know every thing about fitclub and its offers and join the membership.
Fitclub membership is complimentary for every cult member. This creates a new problem of discoverability of the benefits, post-purchase fitclub page ensures proper discoverability of benefits even for cult-members through its zero states. Also, it is essential to make sure that the users can still access the services once they have purchased the pack. Two different approaches were used here.
Improving hierarchy and content segregation with every iteration, Ranganath Krishnamani helped me with the visuals and taught me how we could take inspiration from real-world objects to draw UI.
Learning with the flow is always more effective than a single detail page or onboarding. Several nudges all over the application educate the user and generate anticipation as the reward is available only after attending the class. Users can reveal the reward from the home page or fitclub page.
Experimenting with multiple reveal interactions were fun. Initially, to further increase the anticipation, we decide to take some action to claim the reward, similar to what we do in scratch cards. Later we realized we are overdoing this, and we removed it from the interaction.
We moved forward with the reveal interaction, which requires no extra effort from the user's side. Moreover, it can't be in continuation of feedbacks as it might become a big blocker and lead to drops. We further finalized the gift concept and visuals before completing things
Once the user has claimed the reward, he can share the achievement with friends. We know 95% of gamers are socializers so leveraging that power is a must.
Like any other membership, success and adaptability is calculated by the percentage of users renewing the membership. Savings being a great motivator, is used here to keep the user informed, motivating them to keep progressing.
After months of hard work, discussions, debates and several iterations. Fitclub V2 was finally ready to fly. On September 2nd 2019, Fitclub V2 i.e. fitclub for cult and mind, was launched with the media campaign #itpaystobefit. Suddenly whole social media was covered with #itpaystobefit; people enjoyed the experience; it may be the incentives.
There are a number of game mechanics and gamification elements, but not all work in every case. Users are motivated both intrinsically and extrinsically, but it's our job to find out which of them can be leveraged and which game mechanics are suited in the scenario. This internship has completely changed my mindset about gamification and incentivization.