CASE STUDY

Identifying and addressing the cause of low engagement of a fitness app.

Executive summary:

Business: SoSweat, a social fitness app that motivates users through workouts, challenges, and community connections.
Challenge: Low user engagement post-download despite offering a video call feature for social interaction.
Goal: Identify engagement barriers and boost user interaction.
Approach: A mixed-methods study revealed two main issues: a confusing interface and users' reluctance to connect with strangers. Solutions included a redesigned home page and a "Groups" feature to build community before one-on-one video calls.
Impact: Improved app usability, feature effectiveness, and increased user satisfaction, as shown by follow-up testing.

The business
SoSweat is a social fitness app designed to motivate users through workouts, challenges, and community connections.

The challenges and goals
Despite offering a video call feature to workout with others and enhance social interaction, SoSweat faced low user engagement post-download. The goal was to identify the root cause of this issue and propose a solution to boost engagement.

Our approach
To understand the underlying problem, a mixed-methods study examining the app's usability and value proposition was conducted. The research revealed two primary barriers to engagement: a confusing user interface and users reluctance to connect with strangers with no relatable information.

To address these challenges 2 key changes were made:

The home page was redesign to improve usability.
An additional feature,"Groups", to act as a stepping stone to the existing video call function. This feature would foster a sense of community, building trust and confidence among users before transitioning to one-on-one interactions.

Impact
By pinpointing and addressing the core issues, follow up testing demonstrated improved app usability, app feature's effectiveness, and increased satisfaction.

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