Flywheel
A chain of indoor cycling studios with locations across the country.
Role
The flywheel was interested in expanding its offerings by creating a home bike for riders who could not reach their studio locations. Phno Ad Agency was selected to design the home bike experience. As a UX/UI Lead Designer on the creative team, I was tasked with designing multiple touchpoints, including the purchase and onboarding experience, mobile application, and the website's latest navigation system: my responsibilities User Research, Ideation, Wireframing, Flows, Site Architecture.
Problem
Communicating value to consumers who might experience sticker shock, also convincing people who have never done indoor cycling of its benefits and converting existing riders to switch to at-home experience.
Approach
To succeed with our new task, we immerse ourselves in Flywheel culture; we became one of their biggest fans. In addition to conducting desktop research and competitive analysis, we met with stakeholders to understand their business goals and interviewed users to understand their needs, pain points, and fitness goals.
Discovery
We conducted sixteen 20 minutes of in-person interviews with 8 Women and 8 Men between 28 and 38 yrs old. A survey was sent to existing riders to learn more about their current studio experience.
How often do you go to cycling classes?
70%
Of users, cycling habits are 1-2 times a week.
What is important to you while cycling?
65%
In-class experience, the priority is instructors, music, duration of the class, and share stats in social media.
Do you have any exercise home equipment?
80%
Have some form of exercise equipment at home
What would be the main reason for having a home-bike?
35%
The main reason to have a bike at home is to lose weight.
Would you ever have a home bike?
20%
Of user consider having a bike at home
After conducting our research and analyzing user behaviors, we came up with the following personas.
Socializer
A friendly persona that would like to have a public profile, he/she follows everyone. Share their stats. Join every group available. Love challenges and all the instructors are his/her friends in social media.
Maintainer
He/She always need an alarm or notification as a reminder of the class. Prefer to watch movies or the news instead of listening to the instructor's music. He/She wants to connect the Fitbit device to sync the data. It would like to connect with blogs.
Supplementary
Only join a class if his/her friends are joining in. Music is the most important than the class.
Competitor
Love data. He/She likes to be on top of every board. Always is up to new challenges. He/She likes to compete with the best in the class.
One-Shot
Try everything once. He/She prefer private classes. Like to count calories and usually go to the gym after the holidays.
Improver
He/She always focus on personal goals. Connect with the instructor for guidance. He/She wants a tool that makes it easy to improve personal goals.
Empathy Map
First time User Journey map
Findings
We found that our users want a personalized experience, expect that the data is on their bike, mobile, and web, and they love social media integration.
Solutions
We made sure that the user's data was translated into Flywheel's ecosystem. We start looking at the content first. Make sure that all data was on the phone was accessible on the bike and web.
We allow users to personalize music, type of class, and instructors, allow the "like" feature and option to take the classes many times.
We integrate the login into the social media accounts feature to allow users to invite friends and share stats.
Information Archuitecture
We ideate and translate the insights into flows, Information Architecture, and wireframes.
App architecture with no home bike experience implemented.
App architecture with the home bike experience implemented.
Prioritization List
The below features are the first item of the list based on stakeholders' and users' priority.
Personalize Experience
After our brainstorming sessions about how to personalize the experience, we decided to implement a questionnaire in the onboarding process to start knowing riders' goals and preferences. Riders had the opportunity to start a class as a first cycling experience and rate the instructor, music, and details of class performance. Riders' behavior allows us to understand the needs of each user and tailor a meaningful, assistive experience for them for future recommendations with the help of AI.
Wireframes of the on-boarding experience
Easy to use among different experience
We notice that consumers' biggest concern was about class performance data. To solve this problem, we identify our audience first, and we segmented into three consumer groups.
- Studio + Bike Users
- Bike Users Only
- Studio Users Only
Dashboard mobile screen before integrating the bike information.
1. Studio + Bike Users
This user is a fan of indoor cycling and sometimes do not have the time to go to the studio and bought the bike for convenience. On the dashboard of this user, it will show an icon of location, which will show the studio's address where the class will hold, the information of the studio class (time, instructor info,etc.). And it will show a 360 icon to identify the information about the bike's classes.
2. Bike User Only
This user enjoys indoor cycling live classes, but the lack of studios near home, want to lose weight in privacy, or do not have time to go to the studio for lack of time. On the mobile app will show on the dashboard, only the 360 icons and the information of the classes. It will never show studio class' info.
3. Studio Users Only
This user is an advocate for indoor cycling and does not have the means to purchase an indoor bike plus live classes. The mobile dashboard of this user will show the location icon and the class information and address of the studio.
We make sure that performance data was visible across Flywheel digital ecosystem at any time. Regardless of where riders took the classes, the performance data is recorded, display by user account, and not by studio or bike. This data-driven approach helps consumers to improve their scores and use flywheel products with ease.
Social Media Integration
Flywheel Sports users wanted to share their stats in social media as they did in the studio experience and invite friends to be interested in joining the force. Below is the flow of how users could do connect on the bike with social media.
