Raise the Bar
is an affordable and accessible personal fitness trainer system for female weight lifters in gyms.
Alex McPHERSON (Business strategy),
Rachel QIAN (Design),
Lily CHEN (Fitness strategy),
Gavin EVANS (Business strategy),
JAN van STRAATEN (Business strategy),
Justin MILLER(Business strategy)
3 days + 4 weeks
This is a project done with other 5 MBA students, establishing a start-up concept for the fitness market.
Women weight lifting in gym
As a company focusing on female weight-lifting, our vision is to make our users able to be their best self in the gyms.
Lily is a 25-year-old gym goer.
She works for an advertisement company.
She is very ambitious about making herself stronger and more fit, but is often confused about what exactly to do in the gym.
Evolution of female user's goal in gym
-The start of gym for women
-More as a social activity
"S" shape body was desired by the society because women were more appreciated for their ability of bearing children.
-Aerobics was popular
-Spandex came into play
With the rise of aerobics-style activities, women started to pursue tall bodies and long legs.
With street culture, women, for the first time, can express their personality and individuality with their gym outfits.
As Britney Spears became popular, women started to abs and muscled bodies.
As women become more appreciated
for their power and personalty,
the purpose of future gym wear will be
-What needs to be changed?
-Lily's gym routine
A detailed journey map of Lily's experience in the gym helps my team find real & unexpected insights. Mapping out emotion during the workout routine also helps identity areas with big opportunity to improve and things that we need to keep in our solutions.
Experience in changing room can be awkward for females who do not feel comfortable exposing body in front of strangers.
Females tend to be less experienced in weight-lifting. Therefore, they often feel stressed in weight-lifting area because they don't want to look confused and amateur while they actually do not know how to start.
Female gym-goers rely heavily on fitness Youtubers & preset programs to decide how heavy/ how much workout to do. (Often leads to loss of confidence o unsatisfaction)
People are largely encouraged by seeing their progress. But currently female gym-goers can not see their progress every time they go or in short-term.
Make it easier and more comfortable to get changed in gyms.
pre-design weight lifting plans, especially for beginners.
Provide a way of tracking muscle-building process to keep users motivated & confident.
Provide encouragement to increase customer retention.
"Raise the Bar" System
Connect with RTB wearables
Wireframes & user testing
Roughly mock up the concept to get user's feedback on the overall idea.
"I hate it when registering process goes on forever.", "I want to know in advance how many questions I need to answer."
It would be better if "my dashboard" is customizable according to different needs.
Some short cut buttons or one-click buttons should be added to make the process more efficient.
Avoid putting too much information on one screen
To get feedback on features, flows and interactions involved in the RtB platform.
Expanding to RtB tracking wearables
Enable users to see progress.
Suitable to wear outside of gym as well.
Tracking embedded to be linked to the RtB app.
RtB launch plan
01 Test and learn
Launch leaderboard and track customer behavior in school/community gym
Test with digital MVP to gather data from bigger consumer group
02 Track, compare and personalize
Launch IOS and android app
Target close-to-home cities
Acquire customers through targeted marketing efforts
30-50 micro influencer
Local gym chains promotion
03 Establish seamless experience
Launch wearable tracking
Broaden target group to :
Casual gym goers
04 Empower customers further
Become the platform for IOT gyms