Product Case Study: WellFit NG
‘for people who want to live a healthy lifestyle’
In my last article, I wrote about how I built an MVP as a way of applying my learnings and building my product portfolio and the different processes that went into fleshing it out from ideation to launch. This is a follow-up article that will be focused more on how I executed each stage of the Software Development Lifecycle (SDLC).
Product Overview
WellFit is a wellness and fitness application that makes exercises and wellness as a whole enjoyable and fun with flexible routines for all age groups. These routines can fit into your schedule and can be done from anywhere and anytime.
Why?
With thorough research into the wellness and fitness industry, I was able to gain insight into why this product idea was one to address.
- Physical inactivity has been described as a
Global pandemic. It’s partly responsible for
the rise in Noncommunicable diseases such
as cancer, diabetes, etc. - Sedentary lifestyle and unhealthy eating habits can lead to diseases such as hypertension, heart diseases, cancers, obesity, and diabetes.
- Higher prevalence rates of obesity, type 2 diabetes, and cancer.
- The pooled crude prevalence of physically inactive persons in Nigeria was 52.0%.
Problem
- Sedentary behavior
- Unhealthy eating habits
- Physical inactivity
- Hectic schedules
- Cost
- Misconceptions
Goals/Solution
- A fitness application that provides easy access to a library of workout routines.
- Workout routines targeted at all age groups and different body goals.
- Ability to schedule workout routines to fit people’s busy schedules.
- Educating users about the importance of wellness and debunking misconceptions.
- Increased physical activity levels.
- Promote healthy living amongst individuals and families.
- Reduced sedentary behavior/lifestyle.
- Reduced risk of non-communicable diseases such as stroke, obesity, type 2 diabetes, and heart disease.
- Reduced healthcare costs and stress levels.
Research
To help me validate this problem and gather valuable data to identify market problems, market opportunities, and possible solutions, I carried out industry/market research and user research.
Market Research
Some key findings I discovered from the market research:
- The wellness industry comprises different aspects such as fitness, nutrition, personal care, beauty & pampering, preventive medicine, etc. In 2020, the industry generated $639 billion.
- In Nigeria, the total revenue in the Health & Fitness segment was projected to reach $6m in 2021.
- In-app purchase (IAP) revenue in the health and fitness segment was projected to reach US$2m in 2021.
User Research
From my understanding of the whys and problems I identified from carrying out market research, I was able to craft user survey questions targeted at helping me understand how my prospects perceived fitness/wellness, what challenges they face when it comes to keeping fit, what their fit fam goals are and what they look out for in a fitness app. I then created the survey using Google Forms and sent it out to my target demographics.
Key Insight from User Survey Entries
- 97.4% of the people that took the survey believe that living healthy is important.
- 52.6% work out while 42.1% don’t.
- Out of the 52.4% that workout, only a small percentage of 11.1% workout consistently. 44.4% sometimes & 25% rarely participate in any physical activity.
- From the survey entries, the top 3 challenges that users face when it comes to keeping fit are consistency at 73.7%, Hectic schedules at 55.3%, and Cost at 34.2%.
Key Suggestions from User Survey Entries
- Reminders for workout sessions. I work well with reminders.
- Local healthy food recipes
- A prompt from time to time to do a fun routine
- A healthy fitness routine and healthy diet plan
- Meal plans, instruction, and guidance for various body goals
Target Demographics
- WHO recommends adults between the ages of 18–64 years to engage in 150 mins of weekly exercises — Teens, Adults, and Elderly.
- People with busy schedules who would like to keep fit but are unable to
- Elderly people who would like to keep fit as a preventive and corrective measure for diseases such as diabetes, arthritis, etc.
- People who prioritize their well-being.
User Persona
I came up with user personas after analyzing results from market research and entries from the user survey form. The personas address segments from the target demographics.
- An in-person employee with a hectic schedule.
- A remote employee that wants to prioritize their well-being.
- A retired elderly citizen that wants to be physically active as a preventive measure for degenerative diseases.
Brainstorming/Feature Prioritization
Based on my analysis, I decided to look into ways on how the MVP can serve users and deliver the unique value proposition of living a healthy lifestyle. Using the MoSCoW method, I was able to identify what matters most to users.
User Flow
Using Miro, I created a user flow that explains the steps users take to perform the following actions within the application.
- Accessing, scheduling, and rating workout routines.
- Accessing local food recipes and downloading recipes for offline use.
Competitor Analysis
To help me identify opportunities and leverage what WellFit competitors are not doing, I carried out a thorough competitor analysis using the competitor profile models which highlights important data about these competitors.
- Direct Competitor — Nike Training Club
- Direct Competitors — Adidas Training by Runtastic
Indirect Competitors
- Calorie Counter Softwares — Loseit!, MyFitnessPal, etc.
- Activity Tracker Softwares — Fitbit, iWatch, etc.
- Local gyms around you.
Wireframing
The first thing I did in this phase was to make a paper sketch of my idea of the application and product landing before moving to Figma to design the low-fi and high-fi wireframes.
Mobile app screens
Low-fi Screens
High-fi Screens
These screens include — a splash screen, onboarding screens, sign-up page, login page, homepage, workout page, recipes page, single workout routine page, and single recipe page.
Landing Page High-fi Screen
MVP Spec
This app aims to provide individuals access to a library of workout routines thereby helping them increase their physical activity levels, increase their productivity, achieve their body goals and overall help foster a healthy lifestyle.
Assumptions
- We believe a lot of people would love to keep fit but can’t due to their busy schedules.
- Most people believe others go into wellness and fitness for only the aesthetic benefits and not to generally improve their health.
- We believe this product will serve as a corrective measure to manage certain NCDs.
- We believe this product will reduce the risk of non-communicable diseases in individuals in the country.
- Most people believe our local foods like rice, yam, etc are unhealthy.
Features
- Sign-up/log in using Gmail or email
- Access to a variety of workout routines for all age groups and body types that can be done anywhere and anytime.
- Search and filter workout routines.
- Select a routine and watch the instructional video on how to properly do the routine.
- Favorite/like routines and create a list of your favorite routines.
Success Metrics
- North star metric— Daily active users(DAU) to show the numbers of users that return daily to use the app for their workout routines.
- No of downloads.
- Ensure 60% Of users successfully use the app within a month of registering.
- Anything greater than 60% would mean a successful MVP.
Implementation
The implementation of this product was done by me and took about 3 months to find the best no-code tools that can build the app, to deciding on the one to use, and building it using Glide apps integrated with Google Sheets.
As a web designer, I was able to use my knowledge of WordPress and Elementor to build the product landing page. My reason for choosing no-code tools was because I had zero funding to employ developers and using one will speed up delivery and help save time and energy.
The next phase for me will be iterating as per customer needs and scaling the product.
Download the app here — https://wellfit.glideapp.io/
Check out WellFit NG website here — https://wellfitng.com/
My Key Takeaways
This product is the second hands-on project I have had to do while learning and I am happy to have gone through the product study group program because I had to unlearn and relearn a lot of things. The entire process taught me about research, prioritization and product development — ideation to launch. Other key things I discovered include:
- Data is very important as it helps you understand why you're trying to solve a problem, identify possible solutions and help understand how to solve these problems.
- You keep iterating throughout the lifecycle of a product.
- When creating surveys, ensure they’re concise and be sure to communicate that to your customers.
- Success Metrics or KPIs are a way of measuring how successful a business or product is. It helps to detect problems, set goals, e.t.c.
- Explore no-code tools as much as you can. You should use them if you are trying to ship an MVP and have zero funding.
I hope you enjoyed reading it. Like my articles? You can support me by sending me a tip via my Fidia payment link. Thank you.
