Last summer, I took an online class to learn more about product management.
For the group project, my teammate and I explored a number of potential problems before focusing on the problem of inactivity. We conducted exploratory research and A/B testing, built a minimum viable product (MVP), conducted usability testing on a prototype, and crafted a product roadmap.
Once the class ended, I further expanded on the product’s design.
You can watch a video of the prototype or navigate through it yourself.
My teammate and I settled on tackling the following problem: It’s hard for middle-aged working professionals with busy lives to develop a consistent habit of exercise.
To gain more insight, we sent a survey to our networks to explore fitness habits, pain points, and needs. We received 7 responses from people located in the U.S. and Canada.
Members of our target audience are –
- disappointed by not getting enough exercise
- frustrated by not having the time to exercise
- worried they might become unfit and unhealthy
Based on our research, we created an empathy map to better understand the feelings and needs of our potential customers.
Lack of time was cited most often as a pain point, so we conceptualized an app featuring “micro-workouts” – complete, effective, 15-minute workouts.
But did lack of time mean we should…
- guide people to the best workout for the time frame?
- help people leverage free pockets of time? or,
- highlight the power of the social network to keep them on track?
Landing page A/B testing
We used landing pages to test our hypotheses, each one addressing the strategies: Guidance, Time, and Social.
Ad headline: EFFECTIVE MICRO WORKOUTS
Subhead: Discover 15 min workouts that you can squeeze into your day.
Ad headline: TOO BUSY TO BE HEALTHY?
Subhead: See how you can leverage micro workouts to get into a habit of fitness.
Ad headline: FRIENDS & FITNESS
Subhead: Leverage your personal and professional network to drive a fitness habit.
We drove traffic to each page by placing ads on Facebook and LinkedIn targeting 30-50 years olds living in Los Angeles, San Francisco, Toronto, and Vancouver and cities within a 50-mile radius.
|Landing Page||Spend (US$)||Views||Conversions||Conversion rate||Ave. CAC (US$)*||Expected LTV**|
*CAC = Customer Acquisition Cost; ** LTV = (customer) Life Time Value
The Time landing page got the most views and conversions, so our MVP focused primarily on leveraging pockets of free time within a schedule.
Prototype & testing
I created rough wireframes of the app which suggested pockets of downtime in a user’s schedule to fill with a micro-workout.
We tested the prototype with 3 users; overall, they found the interface to be user-friendly and self-explanatory.
Feedback included adding flexibility in selecting suggested time slots and integrating activities into a user’s existing behavior patterns (e.g. active commuting).
To conclude the class, we created a product roadmap to guide development.
Finally, we had to write and individually present a 5-minute pitch for our product. My teammate took the lead on the script content; I supplemented my pitch with a Keynote presentation for visual support.
Note this presentation was created in the summer of 2019.
Constraints & learnings
- We only ran the ads for 3 days due to time limitations and budget restrictions (the daily maximum spend on Facebook ads was reached fairly quickly!). This short time frame limited us from reaching statistically significant results.
- It was really cool to see, however, how easy it is to gather feedback on a concept prior to building it.
- We could have designed greater differentiation among the 3 landing pages beyond the header.
- I would flesh out the points in the pitch in greater detail (i.e. problem validation, potential competition).