OVERVIEW
Empowering Users to Stay Engaged, Motivated, and Committed — Driving Retention and Reducing Churn
Based on our analytics, over 30% of users stop exercising after the first month and over 60% stop after 3 months of device delivery.
Team
Senior Cloud Engineer, VP of Software Development, Senior IOS Developer, Senior Android Developer, CTO (As Project Manager)
Role
Design Lead
Time frame
4 Weeks for end to end design
COMPANY BACKGROUND
OxeFit is a fitness tech brand redefining smart home fitness with their XS1 device and mobile app that pairs seamlessly with it
FINAL SOLUTIONS SUMMARY
FYI—Final Solutions Reflect the Design Process and Team Vision, This Case Study Provides a High-Level View.
SOLUTION 1
Activity Goals: Building Consistency Through Weekly Targets And Streak Tracking
Encouraged users to stay active by setting achievable weekly goals, with streak tracking to reward continuous commitment and help form long-term habits.
Business Goals Supported: Enhanced Lifetime Value (LTV), Data Collection for Personalization, and Increased User Retention.
SOLUTION 2
Activity Challenges: Gamifying Engagement With Targeted Content And Rewarding Progress
This solution tackles engagement through gamification and drives focus towards specific content or activities. By setting defined criteria and rewards, challenges encourage users to engage with particular types of workouts or content, giving structure and purpose to their participation.
Business Goals Supported: Content Engagement, Community Building, and Increased overall engagement.
PROBLEM BREAKDOWN
Why Do Users Struggle to Stay Committed? —Unpacking the Factors Behind Motivation Loss
I Broke Down Motivation Loss Factors Using Behavioral Research and Frameworks, Creating a Problem Tree To Visualize Root Causes Through Data-Driven Studies.
To break down why users lose motivation in fitness, and stay within constraints, I turned to established behavioral frameworks like BJ Fogg’s Behavior Model and Self-Determination Theory. This problem tree visualizes the root causes and their impact, creating a foundation for targeted solutions.
After Breaking Down The Problem Into Root Causes, I Analyzed Industry Leaders To Validate My Insights And Inform The Solutions.
After identifying the root causes of motivation loss, I turned to competitive analysis of direct competitors like Peloton and Tonal, as well as indirect competitors like Apple Fitness, as a constraint-friendly method. The goal was to uncover proven strategies, such as gamification and streak tracking, and to analyze their approaches for addressing the challenges effectively within our constraints.
EVALUATING SOLUTIONS
Which Solutions Can Cover Root Causes, Fit Our Constraints, and Scale to Meet Long-Term Goals?
To Make Confident Tradeoffs, I Used a Matrix to Compare Each Solution Against Our Short- and Long-Term Goals and Constraints.
This matrix helped me identify which solutions offered the best balance between addressing user needs, fitting within our resource constraints, and supporting both immediate and future business objectives. It also made it easier to justify what to move forward with—and what to leave behind.
I Created Low-Fidelity Concepts to Communicate My Ideas and Align With The Team
