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Product Case - You Love
Pick a product that you really know a lot about! Authenticity wins
Name any product you love and explain your reasoning. And how would you improve upon them?
We have chosen FitBod for this case
Product Strategy
Personas that are going to be using Fitbod
Persona
Fear
Anxiety
Hopes
Dreams
1
Demo viewer
Fear of injuries due to bad handling of the equipment
Can an app really help me?
Hoping to see how other person is doing the exercise and learn from it
Detailed 360-degree view of a real person using the equipment and targeted muscles
2
Exercise logger
Losing data about what I have done, targeted muscles, sets, reps, weights may lead to no improvement
What kind of detail can I add witin the app?
Hoping to log what I did today so that I can estimate what to do next
An app that supports logging exercises, sets, reps, and weights. also, show them next time while performing the same exercise
3
Calorie Counter
Fear of exceeding or not meeting daily calorie limit
Does it allow me to easily find out the calories of the food that I eat?
Hoping to see the number of calories burnt
Automatically identifies calories from the type of exercise, weights lifted, and reps performed
4
Goal Setter
Fear of doing something or nothing which will not meet their goal of building muscle or weight loss
Can I set different goals? How often can I change or tweak them?
He/she is not sure of what to do or where to start in the fitness journey
An application that recommends exercises based on the current body conditions. For example: height, weight, goal, fitness experience
5
Variety seeker
Body getting used to the performed exercise and not responding towards the goal
What is the granularity of the exercises that I can log?
Hoping to try different exercise from what he/she is aware of
An Application which recommends different exercises
6
Motivation seeker
Performing fewer reps leads to frustration/ not meeting goal and no improvement
Can an app really help me?
Hoping that someone gives them a push to do those extra reps
Motivational push so that he/she performs those extra reps and feels better.
7
Diet Planner
Fear of eating more than burnt leads to extra calorie consumption, which may result in not reaching goal
How easy is to log the food consumption?
Planning on what to eat, when to eat based on the goal, exercise performed and calories burnt
An app that recommends what to eat, how many calories to eat, logs food to stay on track with the fitness journey
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Jobs to be Done
Name
Exploring
Test (30 Day)
Continuous Use
1
Demo Viewer
Website, Reviews, Price, Colors, Exercise Equipment
Minimize relying on different devices;
This product to live up to their expectation — Robust
2
Exercise Logger
Reviews, Friends, Bloggers, Physical Instructor, Coach
Test for data loss; types of exercises that can be easily logged;
Ease of use and possible integration with other devices such as Apple Watch
3
Calorie Counter
Speciality exercise equipment sites, blogs, Reddit, Twitter Social Media
Setting alerts that are practical
Personalized and automation
4
Goal Setter
Figuring out if apps really help
Guidance that helps them get to their goal(s)
Personalized guide based on basic parameters
5
Variety Seeker
6
Motivational Seeker
7
Diet Planner
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Inputs to the Roadmap
Roadmap
Now
Next
Later
1
Exploring Online - Build trust and transparency for them - Phase 1
Onboarding Guides
Alerts
2
Case Studies that it really works
Exploring Online - Build trust and transparency for them - Phase 2
Data Integration Phase 2
3
Partnership with influencers
Data Integration Phase 1
Exploring Online - Build trust and transparency for them - Phase 3
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Metrics
Metrics
Goal
Signal
Metric
1
Happiness
Make people talk about Fitbod to 3 friends in the first 3 months of purchase
Form that asks buyers how they heard about the product
Referrals from friends / Total Purchase
2
Enagement
3
Adoption
10% more adoption over the current user base
Reviews; Survey; Reading Specifications for the new features we added
Number of visitors to the new product specifications page / Total Buyers per month
4
Retention
5
Task Success
Easy to log exercises
Drop off rate
Number of people who sign up but don’t log an activity
There are no rows in this table
How will you make the app better?
Roadmap - Make Better
Name
TAM (# of users)
Feature #1
Feature #2
1
Motivational Seeker
Getting Started motivation similar to meditation apps
Continuous usage motivation - nudging
2
Diet Planner
Personalized Meal Planner
Meal logging
3
There are no rows in this table
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