In true startup style, iNSPIRE had bashed out an MVP in an absurd timeframe and released it into the wild to see how it would hold up. Now they needed to improve user retention and engagement, along with successful completion of key tasks (entering wellness data and watching educational content.  

Product Mapping

The first task was to dismantle the product completely and create an interaction map to help audit the UX conventions used, and identify redundancy and failures of basic UX principles.

User Research

We identified product stakeholders (young athletes, coaches and their parents) and undertook several interview and observation rounds to identify the common areas of value each expected to gain from the product, as well as pain points, where the product failed to the user’s expectations. This allowed the creation of value heat-maps and user flows, which were overlaid on the interaction map to further understand how the navigation could be optimised.

Ideation

Starting with paper wireframes, we explored different navigation arrangements that might surface value to the user more readily, while also making the app easier to use and understand. During this process, we found that the three value sources lined up with the original company values of “learn, track, reflect, and grow”. Since these are central to the company and unlikely to change in the near future, it made sense to build them into the app’s core navigation.

Concept Validation and Refinement

In order to be confident that the new navigation concept would actually improve the users’ experience, we conducted periodic focus group sessions with athletes, as well as informal “sense checks” with visiting athletes.

We also created a full interaction map of the new concept to compare against the old version as a sense check. Here we mapped the values sources identified above, showing that three of the four (educational content, wellness tracking and identity) were now accessible in top-level screens, and a fourth (data recall) was simplified in its access.  

Handoff and Implementation

Because the new design amounted to a near-complete redesign of the whole app, the implementation needed to be broken down into manageable chunks. These were deployed in stages starting with the new wellness tracking, followed by the content feed and finishing with a major release containing the new profile page and navigation system. This staging allowed for continuation of service for the users we already had, while still building hype for the major release. During the build process I worked very closely with both the lead developer and the project manager on the project, conducting design checks and providing further detail on behaviour where needed.

Outcomes

• Retention at week 5 increased from 0-10% to 35-40%.
• Completion rates of key activities (track wellness, watch programs) increased by a factor of 5.
• A core user base was established, identifiable through behavioural data, who regularly kept track of their wellness through the week.
• The subjective language around the product changed in every area of business and client communication, for the better.