This Active Life
A UX Research project to understand the viability and usability of the app
Role: UX Researcher
Context: Social app
Duration: Oct-Dec 2022
Quick Menu
MY CONTRIBUTION
I took on the role of a UX Researcher, leading and actively collaborating with a team of two researchers on all aspects of the research process. Our research project received approval from company stakeholders, distinguishing itself as the preferred choice among the four competing teams.
MY SKILLSET
Research plan and materials development
Stakeholder collaboration
Qualitative and quantitative research
Research results analysis and presentation
CLIENT DETAILS
The 'This Active Life' app by RedLizard Studios facilitates connections among users for physical activities and social gatherings, promoting a healthier lifestyle through community collaborations. In light of pandemic restrictions that have curtailed physical activity and social interactions, the app specifically addresses the health challenges experienced by individuals, particularly those aged over 28 for women and 40 for men. By pairing users with local partners, it actively encourages a more active and healthier way of life.
RESEARCH CHALLENGE
The company's primary objective was to conduct UX Research, which encompassed a comprehensive assessment of the current app, gathering user feedback for its upcoming iteration, evaluating the app's usability, gauging its potential for community building, and capturing user sentiments towards the product.
PROJECT TIMELINE
VALIDATING ASSUMPTIONS
To kick off the process, we initiated a thorough 60-minute interview with the stakeholders. During this session, we delved into project specifics, explored previous user research findings, examined key competitors, discussed current and prospective product features, and established a clear scope for upcoming user research endeavors.
We synthesized the results from the stakeholder interviews by creating an affinity map and categorized the findings into three main groups. This process allowed us to pinpoint the assumptions that the product team holds about the users, the problem space, and the associated business risks.
By undertaking this exercise, we gained clarity on which questions required immediate attention and which ones could be deprioritized. These insights played a crucial role in shaping our research plan moving forward.
UNDERSTANDING THE COMPETITION
Competitive Analysis
We decided to conduct a competitive analysis on coordination, event planning, and location-based social media to see how This Active Life may be able to fill any gaps.
There were three apps that provided a similar service in that they enabled the user to connect to their community and friends through location-based events. We found the most direct competitor to be Playcity, though it is strictly a sport/exercise coordination app limited to Calgary, Vancouver, and Montreal.
The competitive analysis helped demonstrate that there is a certain level of demand for similar apps in the market and highlighted the apps' unique features, such as:
Stats
Keeps stats of time spent on activities and events to show users how active they have been and how many events they have attended or created
Control
Empowers the user by giving them control over group attendance both by allowing them to reject or accept requests to join the event and by enabling the user to make the event public or private, creating a team of their own social circle, and limiting the number of people who can attend
Social
This Active Life is unique in it’s goal of promoting individual health through any activity, as opposed to strictly exercise, and allowing participants to maintain and expand their social circle through similar interests, while taking the stress out of planning an event/activity.
Customization
Allows users to select multiple activities of interest and specify preferred contact methods
ASKING THE RIGHT QUESTIONS
Research Objectives
Community
Determine what the community thinks and feels about the product
Usability
Identify any usability or user experience issues that might make
it difficult to roll it to other communities
Current Product
Understand how usable current product is
Research Questions
We identify two types of questions to help us understand the usability and the viability of the app.
How long does it take for a user to create a new activity?
What can we learn from a user flow, or the steps that users take, to complete a task?
Do users think the app is difficult or easy to use?
What do users day about the app's features and visual design?
What do the users think and feel about the concept of using accountability partners to improve health?
Is there anything that would stop users from engaging with the product?
UNDERSTANDING THE USER
We identified the target audience who are most likely to use the app to improve their health
MEN: Age 40+
WOMEN: Age 25+
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Who has struggled to maintain an active lifestyle
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Ideally highly diverse population (Asia, Middle East, Eastern Europe)
SOLVING A CHALLENGE
During the research planning and recruitment phase we faced a challenge to find a large enough user pool within a limited timeframe, with no incentives.
Solution
Initially, our plan was to conduct a combination of moderated and unmoderated usability studies. However, due to constraints related to both time and budget, we primarily carried out unmoderated studies, with just one exception where we conducted a moderated session over the course of four days.
To source participants, we reached out through various social media platforms and other channels. We then had participants complete a user interview survey using Qualtrics, which helped us gain insights into their current social habits and how they interacted with coordination apps. Following the survey, participants engaged in a series of tasks within the prototype using Maze, allowing us to pinpoint any pain points and collect valuable product feedback.
02 / Research Overview
*Percentages based on 22 user responses
The research study was conducted with 22 participants.
21 participated in the unmoderated study
1 was interviewed in a moderated study
13 participants completed the usability test through Maze.
Of the 13 participants who completed the usability test, 77% shared they thought the app could help them stay more active. However, 38% shared it would be unlikely that they would use it.
Voice of the customer
"I [would like] a clearer logic path on finding new activities. Seems to be unnecessarily layered deeper than it should be"
Participant A.
"It wasn't obvious how to search"
Participant M.
"I didn't expect the Search button to be at the bottom right corner. I would have assumed it's closer to the center, or at the top right instead. I would switch the profile and search icons because that makes more sense to me (e.g., Instagram and Spotify have their profiles/personal pages accessible from the bottom right and that's more intuitive for me."
Participant H.
03 / Key findings and results
I collaborated closely with my team to analyze and synthesize the findings from surveys, user interviews, and usability studies, employing affinity maps as our tool of choice. This collaborative effort yielded valuable insights and a set of actionable recommendations. We subsequently presented our comprehensive findings and recommendations to the stakeholders in the form of a compelling case study.
INSIGHTS SUMMARY
Numerous users expressed a preference for utilizing social media, text messaging, email, or instant messaging platforms when coordinating events and activities with friends or acquaintances. Some were uncertain about whether this app would offer distinct advantages in this regard.
The primary concern voiced by users centered around their unfamiliarity with the attendees, potential instances of catfishing, and concerns related to the security of information shared within the app. A prevalent sentiment among users was their intention to primarily use the app for coordinating events with their established circle of friends.
Users acknowledged the potential benefits but also observed similarities to other apps like Nextdoor and Meetup for coordinating activities and events. Additionally, many expressed skepticism about how the app would provide a distinct improvement in their lives compared to their current methods of connecting with friends through text or calls.
Users have expressed a desire for enhanced features within the app, including spotlight articles, itineraries, and event alerts to aid in planning. Furthermore, they have suggested integrating compatibility with Apple Watch and health statistics to facilitate a seamless transition. Users have also shown interest in gamification elements like badges and competitions, as well as user verification to address concerns about strangers joining events.
USER CHALLENGES
Safety
Safety and privacy emerged as the foremost concerns among users. The majority expressed discomfort with inviting individuals they hadn't previously known and voiced apprehensions about the potential sharing of their private information.
Features
Users were unsure if the app would be better than how they usually coordinate with friends over text and if it could work with the apps they already have
Benefits
Users expressed uncertainty about whether the app could surpass their usual coordination methods via text and integrate seamlessly with their existing apps.
Accessibility
A distinct problem arose with the contrast between the background and text colors on certain screens, potentially posing a significant accessibility challenge for many users.
RECOMMENDATIONS
Safety
Implementing user verification or validation mechanisms to enhance trust among participants who may not be acquainted. Additionally, establishing stringent privacy settings to enable selective information sharing with designated parties.
Features
Incorporating additional features such as enhanced community event promotion, integration with existing health apps, in-app messaging capabilities, and the inclusion of gamification elements could significantly enhance the app's appeal.
Benefits
Promote This Active Life as an app designed to facilitate a more active lifestyle, simplifying community engagement and the discovery of partners for a wide range of physical and social activities.
Accessibility
Revise the app's design system color palette to ensure compliance with accessibility standards for color contrast.
04 / Takeaways
TAKEWAYS
Several similar apps offer more frequent opportunities for user engagement. Users are uncertain about the app's distinctiveness compared to its counterparts. Furthermore, users found it more convenient to coordinate activities with familiar individuals through other messaging apps.
The majority of users expressed a preference for engaging in activities with individuals they are already acquainted with. Concerns related to trust and safety acted as significant deterrents to meeting with strangers.
Users also noted that while coordinating activities for 2-3 people was straightforward, organizing larger groups proved to be more cumbersome, primarily due to the challenge of finding mutually suitable dates and times.
FUTURE ROADMAP
Future research and designs could include
Enhanced features encompassing multi-app connections (e.g., Apple Watch, health stats), event alerts, in-app messaging, and gamification elements.
Conduct research on privacy and safety features to identify measures that would enhance users' confidence and sense of security when meeting others through the app.
Conduct diversity studies to explore how the app would be utilized in various cultural contexts, particularly in regions that continue to enforce COVID restrictions. Additionally, consider localization efforts for greater relevance in diverse cultural settings.
For more details see the Case Study