FightCamp: Onboarding Experience

FightCamp is a home fitness product providing members with on-demand boxing classes and workout tracking.

Project
Fightcamp Customer Onboarding

Role
Management, Interaction Design, and UX Research

Team
Lead UX Designer, Designers (2) and Senior UX Researcher

Date
Sept 2022-March 2024

problem

Fightcamp customers struggled with the difficult journey of product setup, understanding the value of the product, and overcoming the steep learning curve of boxing/kickboxing. From a design perspective, we needed to understand the peaks and valleys of their journey in order to create a better user experience.

GOALS

Onboarding
Create an intuitive flow that guides customers starting with app and hardware setup.

Finding Workouts
Make simple for customers to find the right workout at their desired fitness level, category, and boxing experience.

Progression
Provide customers with a sense of accomplishment upon workout completion

USER RESEARCH

From a design perspective, we needed to better understand the peaks and valleys of their journey to create a better user experience. We conducted interviews with new users and active customers, looking for people that fit the demographic: interested in fitness, non-resistance to martial arts, and have space for a home gym. Since we were developing a new product, we followed a rigorous methodology over 1.5 years to remove any unforeseen risks.

Customer Journey Discovery
Because of the hardware component, in-person testing was required to fully access all pain points of the current customer experience. We built a UX lab environment where cameras captured testers engaging with the console, the TV, and the mobile device. The recordings helped us validate our findings and also identified intangible user interactions such as timing, facial reactions and gestural interactions.

Development
A Senior UX Researcher and I aligned on quantifiable metrics such as SEQ and Task Completion to benchmark and set target goals. We set a higher than-industry average of 6.5 SEQ to help prioritize areas of focus.

Iterative Testing
RITE (Rapid Iterative Testing Evaluation) to evaluate iterative improvements and relay to developers immediately based on sprint velocity.

Findings
Not surprisingly, people struggled with connecting the trackers and understanding tracked punches. Thus, they missed out on a key progression metric that would help them improve.

Surprisingly, we learned that FightCamp users were below the fitness level for which the on-demand classes and progression were designed. They also did not find the motivation to progress to the next workout. They sought a trainer-guiding experience rather than personalizing their workouts.

Process

First, we collected all qualitative data from user and stakeholder interviews, customer support tickets, and competitive analysis.

Over two weeks, we held cross-functional workshops to bring all opinions and thoughts to the table. It was important to recognize customer pain points, industry trends, and business impact before starting design.

The Product Director and I synthesized an ideal customer journey from product awareness to achieving the “a-ha moment”. We validated design decisions with early prototypes and iterated on concepts during the testing process.

ONBOARDING UX

Hardware Connection and Troubleshooting
In our research, the majority of our customers encountered friction in hardware setup due to their wifi signal, Bluetooth connection, or incorrect installation. We moved the “Connect to Hardware” button out of the Settings and onto the Homescreen for easier accessibility.

Error Messaging
The design team and I created troubleshooting moments so customers can stay in the flow, rather than going to Facebook or customer support. We worked with Engineering to develop user-friendly error messaging when contextual issues occurred.

Hardware Troubleshooting
To aid customers with hardware-related issues, device illustrations were given to ensure correct setup procedures were followed.

Personalized Survey for Beginners
Our goal was to remove friction blocking their first workout. The research showed customers who chose a short and structured beginner program retained better. The new flow led customers through a quick survey, asking them to enter their fitness level, boxing experience, and interests.

Trainer Guidance
Rather than having customers browse, the new flow recommended a workout structure based on their answers. The flow prevented beginners from taking a higher level workout and running a chance of being discouraged and frustrated.

Incremental Path Achievements
Along with a product manager, a progression system was created for Paths so customers were awarded with small steps and progress through better rewards.

OUTCOMES

  • Task Time Completion for the Activation flow was reduced by 50%

  • Raised SEQ (Task Satisfaction) along the customer journey from 5.0 to 6.3

  • 20% increase in activation rate for customers excluding those with poor wifi connection and incompatible TVs

  • De-risked product launch by understanding customer behavior and prioritizing design features that delivered the most business impact