Aaaptiv

Welcome to Digital Fitness

In an effort to build brand awareness and create a cohesive Aaptiv visual experience across product and marketing, we replaced the standard stock photography aesthetic with a new direction that exemplifies Aaptiv's belief that everyone deserves personalized fitness instruction, not just the few who can afford their own personal trainer.

Expertise

Senior Product Designer

Platforms

iOS, Android

Deliverables

UX Flows, User Research, UI Screens
Updated Welcome Screen

Overview

In an effort to build brand awareness and create a cohesive Aaptiv visual experience across product and marketing, we replaced the standard stock photography aesthetic with a new direction that exemplifies Aaptiv's belief that everyone deserves personalized fitness instruction, not just the few who can afford their own personal trainer.

Problem

Marketing and in-app visual directions are disconnected, negatively affecting brand awareness and trust with users.

Hypothesis

By testing new variations of the welcome screen, we will improve the Aaptiv experience and the winner of the experiment will result in more conversions to signup and subscription.

Goal: Increase Brand Awareness and Growth

The goal of this project was to create a unified UI, update the visual tone and language of the entire app, starting with the first time user experience at the welcome screen.

Users

Our hypothesis and project goals were informed by user research and interviews performed to gain a better understanding of who we are marketing and catering to in-app. A psychographic study was performed on our user base to visualize this data.

Process: UI Iterations

Process: A/B Test

As our user research showed that the majority of our user base is in the younger millennial category and enthusiastic about fitness and running, we aimed to encourage that energy visually with the use of bold bright colors, illustration, and encouraging elements like confetti. 🎉

After multiple iterations with the help of internal design reviews, we moved forward with A/B testing two directions with multiple variants. One direction, aimed to highlight our new in-app video workout experience and stayed more from the illustrative style within the app. The design was intended to provide new users with a sample of what an Aaptiv video workout looks and sounds like. The other direction leaned into the bright, bold, illustrative style while highlighting value props as the users first interaction with the app.

Direction 1: Illustrative
Direction 2: Background Video Workout

Outcomes & Lessons

After running the experiment for 4 weeks, we were able to determine that the illustration variant resulted in a 15% lift in sign ups, winning the test and moving the in-app experience closer to a unified UI.

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