How might we..
..build trust and connections?
Client
Trime is a startup company, creating an application for personal trainers and their customers. The purpose of the application is to provide a service that simplifies the process of personal training. It includes locate, compare, book, pay and follow ups. The trainer and the customer can book a session and decide whether they want to meet up in real life or have a video session. Trime believes in helping personal trainers to build their business in a digital world and make training easy for everyone.
Setup
WHEN
March 2021

ROLE
UX design, UI design, business design

RESPONSIBILITIES
Leading an agile design process. Research, create and evaluate design solutions

TEAM
2 designers, 2 frontend developers
Mission
At the time when the project was about to begin, the client was in the preparation phase to launch their beta version and wanted an expert review. The objective of this review was to identify potential areas for improvement while preserving the core of the existing design.
Ultimately, the client also requested a business strategy solution, with a specific focus on one of their primary business goals: retain and create entertainment for their users.
Goal
To give business and UX design suggestions on improvements that could be implemented before launching the beta-version.
To understand
First out, explorative research by conducting a competitive analysis and an expert review to get a deeper understanding of the product and frame the opportunity areas. Insights where categorised in pain points and opportunities.
During our evaluation of the login process, we observed that navigating through nine screens is necessary to start using the Trime app. The unclear icons and a lack of context or value provided to users before requesting their information and prompting actions represents a risk of user disengagement, leading to dropouts before completing the process.
We began with an initial assumption: that an improved user experience for customers would lead to increased value for personal trainers as well. Therefor, our focus was narrowed down to the customers rather than the personal trainers themselves. 
Our next step involved engaging with individuals to gain insights into their workout habits, their experiences with fitness apps, and to uncover both challenges and opportunities. Additionally, we wanted to explore the insights we had already gathered. 
We conducted interviews with ten participants aged between 25 and 41, all of whom engage in regular exercises such as running, walking, weightlifting, and biking to maintain their health. 
The findings from these interviews were categorised into insights, needs, and pain points, with key quotes extracted to capture significant observations. Following that, we used these findings to formulate How might we' questions. 
Ideate
Using a Miro board, we brainstormed ideas by doing several quick ruff, rapid sketches and brain dump exercises.
Ideas where put into a high impact/low effort template to decide which ideas where most suited to develop in this short time project.
The winning ideas: Redesigning the login process and adding a gamification feature to give value and build connection to the app.
Prototype & testing
Two design sprints running over two weeks where the goal was to prototype and program in an agile work process.
Refinements of the prototype was made after conducting several One look-One change tests. In other words, the prototype was handed to one of our users, they told us their thoughts, we took it back, refined it and tested it again on a another user. Whit this kind of rapid testing we particularly wanted to find out if our visuals in the gamification feature were understandable and intriguing. 
Result​​​​​​​
​​​​​​​​​​​​​​To be able to compete and stick out from the amount of fitness apps that the market offers today, Trime needs to give the user something extra. We therefore made solutions that can build trust and connection. Starting with the redesigned login process. It used to consist of nine screens that required a lot of actions from the start, such as decision taking, agreements and putting credit card information. This was asked before any value was given from Trime to the user. 
We redesigned this process, slimmed it down in a way that makes it faster, smoother and more trustworthy. The user will quickly be able to get a feeling of the app by the new background video on the first screen and then quickly be done with the most essential steps. Smooth and without having to commit too much before getting value. 
Redesign
The user will soon discover the gamification feature. Our research insights showed that a crucial need for the user is to track and prove training progress. With this insight, combined with Trime’s business goal to retain and create entertainment, we designed the gamification feature that allows the user to track their fitness journey in a fun and motivating way.
The user sets up their goals in the chosen category and time frame. They also decides if they want to compete against someone or team up with someone.
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For instance, teaming up with your friend and the goal is for you to run 50km in one month. Or compete against your coworker for who will have the highest amount of personal trainer workout sessions at the end of the year.
This also increases the usage of the app, for the times when you're not looking for a personal trainer. We saw this as an important part of building connections and giving extra value.
Next step
If this project would have continued, the next step would have been usability testing. As a suggestion a A-B test between the old and new login process and UI to measure time, retention and trust. Look at the understanding of tracking in the gamification feature compared to the old tracking. At last, analyse the use of the whole gamification feature to uncover the amount of use, use related to retention and referrals. 
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