The Need & Problem
After higi had acquired EarnedIt, the fitness tracker integration and fitness features of the latter was introduced into higi’s products. However the activity points and metrics were separated and placed in its own section away from the rest of the body metrics. This caused a few problems. We were introducing a whole new set of users that were younger and more active into our user base that once primarily consisted of older people. The way they approached their health was completely different. We ended up with two different user bases that fragmented our engagement levels.
The idea of introducing fitness and activity metrics into our products was to promote users to more frequently engage with their health on a daily basis and not a weekly/ monthly basis. higi’s core users checked their health and fitness stats once a week or month to do a blood pressure test or weigh themselves. It was a lot more difficult to engagement and retain users when they opened our app less frequently. Fitness tracker users paid more attention to their stats on a daily basis. We found over time that our newly acquired users rarely paid attention to our other offerings. They tracked their steps and miles but not their blood pressure and weight. This was the same with our older users as they only came on the app a couple times a month to track their blood pressure and weight, but didn’t engage with their fitness and activity on a daily basis.
The business decision made sense to introduce fitness and activity points into our products however our products didn’t present them in a way to promote more engagement. We needed to better integrate the activity points with our body stats metrics.
-Better integrate our new activity points with body stats. Instead of keeping them separate is there a better way to present the two through IA?
-Increase user engagement to opening and using our app at least 4 times a month on average
-Get the newly acquired EarnedIt users that focused on fitness trackers to pay attention to other body stats, and get our older users to begin engaging with their health on a more frequent manner by diversifying the different metrics tracking to paint a bigger and better picture of an individuals health.
-utilize best practices and correctly implement concepts and theories that promote behavior change in health. (Gamification and methods of motivation.)
-The IA across our products created an environment in which many features became isolated.
-Users would benefit from both body metrics and fitness activity to help them paint an better overall view of their health.
-Restructuring our IA could cause users to become confused and unable to find features they need (learning curve)
-Users may actually not want to know and use everything we offer. They only care about certain body metrics and features of the site. Forcing our users to engagement with everything could turn them away.
-Find a way to bring body metrics and fitness activity together in a meaningful way for users to easily manage and view.
-With web still implementing activity stats, we limited the features for mobile releases only.
Definition of Success:
-We see all our users begin to open our app more frequently ( minimum 4 times a month) and engagement with both their fitness activity as well as their body stats.
Rearchitecting our Mobile Products
The first steps were to rethink our IA across our mobile products. None of our users had explicitly told us that this was a feature that they wanted, but based on their usage of our mobile apps and the behaviors, we assumed that something was off with the way these features were being presented to the users. They were not using our features as we had intended and hoped to. We identified a few problems from the beginning.
Introducing Daily Summary
After rearchitecting our mobile products we went out to get feedback from our users. Our users felt that this was a step in the right directions with many of our users echoing what we initially thought were issues. Users began to see how tracking fitness activity and body stats went hand in hand. However there was still a gap. Users were able to track their stats more easily and see various ways to engage with the higi platform, however they still needed help and motivation to understand how often they should be engaging with each of these stats. We wanted to motivate our users to check into higi stations or take their body stats more frequently alongside receiving points daily for how active they were. We introduced a gauge at the top nav/ tool bar of our mobile apps. It would be persistent and remain there no matter where in the app you were. We theorized that making a score high visible and accessible would motivate users to be more engaged. In addition, users would be able to tap into the gauge and see a snapshot of their day. The metric section broke down their health stats and activity separated but the daily summary section would allow users to gauge how much they are doing through a proprietary point system higi had been using. Users would be able to see a goal and strive to reach that goal through various activity and check ins each day.
Users could track their progress throughout the day!
Outcome & Next Steps
The goal was to identify and create these new tools to allow our users to have greater ownership over their health stats. We had successfully implemented the designs in the next releases of the apps. We began collecting data and received feedback from our users which were generally positive. Users were beginning to see a better connection between fitness activity and their body stats and how they could engage with both. We envisioned Daily Summary being the focal point and the driving factor in bringing engagement with our app and our users. However shortly after our launch, business demands changed and through a partnership, we began to look at communities as being the focal point of our product. Daily Summary became deprioritized as we focused all our efforts on communities.