Pactster is a social fitness platform that provide safe and verified exercise videos for people with specific health conditions such as cystic fibrosis and breast cancer.
The client wanted to increase subscription and retention rates and they approached General Assembly for insights. With 2 other UX designers I had 2 weeks to carry out user research, prototype a design recommendation and present it to the stakeholders.
The result was a redesign of the sign-up, search and video watching experiences – which the client was very impressed with.
During the 2 week sprint we:
- Conducted generative and evaluative user research to understand the reason for low activation rates
- Explored solutions to get the brand value across and remove all the friction between the first-time user and the platform
- Iterated design suggestions through user testing of sketches, wireframes and high-fidelity prototypes
I was in charge of the digital prototype and was the first point of contact for the client. I also conducted research, created user flows, ensured the work progressed according to project timelines and presented the design suggestions to the client.
We recruited suitable participants for interviews by sending out a survey and filtering respondents. We then used interview insights to map out common behaviour patterns and needs. We also conducted evaluative research to observe first time users’ experience with the existing website and mapped the findings under our persona Emily’s Journey.
Our research findings revealed 3 key areas for improvement:
- Communicating the value of Pactster, as users didn’t understand why they have to pay for this service
- Sign-up, as we observed that people often hesitated or left the site at this stage
- Video watching experience, as usability issues here caused a loss of trust which drove users away
After completing our initial research, we discussed the insights gathered from the interviews with the client and run a design workshop where everyone sketched out ideas to explore different solutions.
Bringing together the ideas generated during design workshops, we prepared our first paper prototype and ran a series of user testing and updates.
On the homepage we introduced:
- Natural language search bar to deliver the platform purpose in a humanised way
- Brought the three core values of Pactster to user’s attention by replacing busy images with clean simple icons and moving them above the fold
- People couldn’t find how to play the video on the existing site, so we made it clear
- We gave instructors their dedicated page for more effective content organisation
- Added related videos for people that want to continue their workout
- Added a personalisation step in the sign-up flow but user testing showed that this felt like an unnatural step, so we took it out
USER TESTING TAKEAWAYS
During testing we observed that people were hesitating to sign up to watch the video. We identified the reasons as:
- People felt like they were being tunnelled. They were asked to sign up before they could see what they could see the value
- They assumed sign-up was going to be a long and tedious
We added video previews and reduced the hesitation to sign-up.
SOMETHING IS STILL MISSING…
We still weren’t sure how to communicate Pactser’s value to the users. So we went back to our research insights and discussed again how people with specific health issues can get the most out of this platform.
As being a ‘social‘ platform with a goal of ‘preventing isolation from other sufferers‘, Pactster could provide a ‘Community’ to it’s users. A community feature would bring people with similar problems together, let them ask questions to experts, get recommendations and make friends. Through communities, people could stay motivated and engaged with the platform.
We picked up our sharpies and went back to paper prototyping to test out the idea.
For high-fidelity design we sticked to the existing brand style and identity. The client was very impressed with the proposed solution and they implemented the design suggestions soon after the project.
You can read the full story on Medium.