Product Design Lead
Mobile Application
Body Queen
Deliverables
Final Product
Research findings
Backend & Product Guides
This case study is about Body Queen, a Sport and Health app developed for a startup as a client while working at Lilium Solutions. My role in this project was Product Design Lead and word on the UX and UI. I also got the opportunity to work on the startup's Brand Identity Design.
The briefing
Before the project started, the startup had already done some research. The opportunity they found was to create a personal trainer for your pocket. Users may require training supervision and, in some cases, even a diet based on their goal. Their goal was to create an app that fulfills all these requirements. (oh, and btw. this product is targeting women only)
The main challenges that we faced at the beginning of the app design process were:
- Differentiate the app by designing only for woman
- Including a premium option to enables 24/7 support, a personal trainer over the video, including a fitness plan, and a meal plan based on your goal.
The research
To begin the research phase, we started with the competitive analysis. First, we analyzed the IA, the key features and the user flows needed to fulfill all the requirements. Not only fitness app providers were investigated, but also cooking or sport tracking apps. The idea was to integrate both functionalities in the same app at the same level and design an easy flow.
One of the most important insights we got from our investigation was how difficult onboarding was on these apps. There are many permissions to ask (on iOS and Android) and access on the users' phones to give them a great experience, so one of the pain points was the first time. We decided this would be one of our design goals: to have an easy onboarding flow to get a great conversion rate and retention.
User journey
Once we defined the personas, we decided to develop the user journey.
We detected how the user would interact with the app may be different depending on their fitness level, but the onboarding should be accessible regardless of that level.
Key Solutions
- Our final decision was to make the onboarding as easy as possible, allowing the user to try the product without any subscription.
- Ask for permissions in context when the user starts to interact with the feature that requires it.
- Ask for a subscription after the first successful training session.
- Allow users to use the cookery feature on a freemium base.
