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 discussing with several people, I made up my mind to work again with Cure.fit. I joined the HQ on 10th May 2019 the same place, the same feel, and the same environment with some new people.

Problem Statement

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

  • Short term -> Activity should substantially improve. y% new users attend on 10 or more days in 1st month. This should go to x%
  • Long term -> Incremental retention revenue should be greater than the burn

Guard rails

  • Quantitatively, product rating shouldn’t be impacted.
  • Qualitatively, core benefit should be positioned as fitness. Rewards shouldn’t take the center stage

Understanding the system

Cure.fit has its own ecosystem where every element and feature has its own value. Understanding the overall system was the first and most important step to contribute properly.

Understanding Fitclub V1: As part of FitClub 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 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 get benefits for several other activities like cult classes, mind classes, etc.

Defining the scope

  1. Who will get the reward?
  2. When will they get the reward?
  3. How will they get the reward?

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:-

  1. Who will get the reward?- Every FitClub member is eligible to get the reward - this includes all Cult/Mind members, as well as users who are not members
  2. When will they get the reward?- Eligible users will get the reward upon completing every Cult/Mind class. The reward will, however, be limited to 1 per day. (Due to business constraints)
  3. How will they get the reward?- The users will receive the reward on the app (not on the web in v1) - the reward will be variable and will be revealed. Even if the user books the class via the web and attends it, she will get the reward message - but to avail, she has to use it on the app.

Diving into flows and deliverables

After getting sure about the product and the ecosystem, it was really essential to map all flows and experience which can be looked at further stages of design.

Dividing into various flows

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.

1. How can users discover fitclub?

There are multiple entry points in the whole application from where user can book a class, it is really essential that user gets educated about the fitclub rewards without which the anticipation is not created.

  1. Within application
    • Home page
    • Cult Page Banner (CLP)
    • Booking flow (different approach used to avoid drop-outs here)
  2. Coorporate Messages
  3. Online advertisements
  4. Email subsciption

Every entry point will lead user to the Fitclub page

2. How can user crave for and claim rewards?

Cues at every step of class booking keeps the user informed about the coming reward and also becomes the motiviating factor and prevent cancelations. User gets rewarded afterthe class has been completed.

  1. Cues before attending
    • Home
    • Booking confirmation screen
    • Booked Class card | Home
    • Booked class page
  2. Reward collection after attending
    • Fitclub Page
    • Home Page

Reinfrocement is important at the same time it has to be ensured that it is not overdone.

3. How can user subscribe for fitclub?

Total savings and achievements are highlighted through out the journey and user is always informed about the perks they are or can enjoy with fitclub.

Moving to details

1. How will users discover about fitclub

Discovery points will lead to fitclub page
Pre-purchase fitclub page

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.

Post-purchase fitclub page

Fitclub membership is complimentory for every cult member. This creates a new problem of discoverability of the beneifts, post purchase fitclub page ensures proper discoverability of benefits even for cult-members through it's zero state. Also it is essential to make sure that the users can still access the benfits once they have purchased the pack. Two different approaches were used here

Improving hierarchy and content segregation with every iteration, Ranganath Krishnamani helped me here with the visuals and also taught me how we can take inspiration from real world objects to draw UI.

2. How will users crave for and claim rewards?

Learning with the flow is always more effective then a single detail page or onboarding. Several nudges all over the application not only educate the user but also generate anticipation as the reward is available only after attending the class. User can reveal the reward from home page or fitclub page.

Experiementing with multiple reveal interactions was fun. Intialy to further increase the anticipation we deicide user 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 users 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 beofre finalizing things

Once 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.

3. How will users renenw the membership?

Like any other membership success and adoptability is calculated by the percentage users renewing the membership. Savings being a great motivator are used here to keep the user informed. Which will also motivate the user to keep progressing.

The Launch

After months of hard work, discussions, debates and several iteration. 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 were enjoying the expreince ot may be the incentives.

Things I learned
How to leverage user motivations

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.

Maintaining Iterations :p
It is really essential that you have all your possible solutiopn maintained and grouped properly. For such huge projects with cross-functioning teams. It helps a lot in discussions and debates if you have all your tried solutions saved somewhere.

See more of my works

Cure.fit Project 2018
IMG Project
Talentbite | Intern at stockroom.io
Say Hello
I am available for freelance projects, remote work or just discussing design, feel free to ping me at kunalsatpal1@gmail.com