Back to all Case Studies
Back to all Case Studies
Back to all Case Studies
Understanding the Fitness Journey: What Motivates and Hinders Progress, User Views on Cult.fit, and Choosing Between Competitors.
Understanding the Fitness Journey: What Motivates and Hinders Progress, User Views on Cult.fit, and Choosing Between Competitors.
Understanding the Fitness Journey: What Motivates and Hinders Progress, User Views on Cult.fit, and Choosing Between Competitors.
Exploratory . Persona . Empathy map . User Journey . Moderated . Qualitative
Exploratory . Persona . Empathy map . User Journey . Moderated . Qualitative
Exploratory . Persona . Empathy map . User Journey . Moderated . Qualitative
About Company
About Company
About Company
Cult.fit (formerly cure.fit or Curefit) is a health and fitness company offering digital and offline experiences across fitness, nutrition, and mental well-being. To make fitness fun and easy, cult.fit gives workouts a whole new meaning with a range of trainer-led, group workout classes. It makes workouts fun, daily food healthy and tasty, mental fitness easy with yoga and meditation, and medical and lifestyle care hassle-free
Cult.fit (formerly cure.fit or Curefit) is a health and fitness company offering digital and offline experiences across fitness, nutrition, and mental well-being. To make fitness fun and easy, cult.fit gives workouts a whole new meaning with a range of trainer-led, group workout classes. It makes workouts fun, daily food healthy and tasty, mental fitness easy with yoga and meditation, and medical and lifestyle care hassle-free
Cult.fit (formerly cure.fit or Curefit) is a health and fitness company offering digital and offline experiences across fitness, nutrition, and mental well-being. To make fitness fun and easy, cult.fit gives workouts a whole new meaning with a range of trainer-led, group workout classes. It makes workouts fun, daily food healthy and tasty, mental fitness easy with yoga and meditation, and medical and lifestyle care hassle-free
Duration
Duration
Duration
1 month
1 month
1 month
Role
Role
Role
Lead User Researcher
Lead User Researcher
Lead User Researcher
Team
Team
Team
1 more UX Researcher, 1 Product Manager, 1 Note-taker Intern, 2 Client’s Team, 1 Participant Recruiter
1 more UX Researcher, 1 Product Manager, 1 Note-taker Intern, 2 Client’s Team, 1 Participant Recruiter
1 more UX Researcher, 1 Product Manager, 1 Note-taker Intern, 2 Client’s Team, 1 Participant Recruiter
Key tools
Key tools
Key tools
Google Forms, Sheets, Docs & Meet, Cogno AI, UserStudy, Grain, Notion
Google Forms, Sheets, Docs & Meet, Cogno AI, UserStudy, Grain, Notion
Google Forms, Sheets, Docs & Meet, Cogno AI, UserStudy, Grain, Notion
Background
Background
Background
Culfit has noticed that their physical center’s customer retention rate has been dropping for quite some time now and they do not have an idea as to why. So, the team wants to know from various kinds of people who are into fitness what type of fitness center would they like to go, to and what are their selection criteria and barriers. With that, the team wants to know from the people about what their perception is of Cultfit.
Culfit has noticed that their physical center’s customer retention rate has been dropping for quite some time now and they do not have an idea as to why. So, the team wants to know from various kinds of people who are into fitness what type of fitness center would they like to go, to and what are their selection criteria and barriers. With that, the team wants to know from the people about what their perception is of Cultfit.
Culfit has noticed that their physical center’s customer retention rate has been dropping for quite some time now and they do not have an idea as to why. So, the team wants to know from various kinds of people who are into fitness what type of fitness center would they like to go, to and what are their selection criteria and barriers. With that, the team wants to know from the people about what their perception is of Cultfit.
Day 1 - 3
Day 1 - 3
Day 1 - 3
Research Planning & Interview Script
Research Planning & Interview Script
Research Planning & Interview Script
Research Objective
Research Objective
Research Objective
Understand people’s fitness journey: triggers, motivation, barriers, blockers.
Understand people’s fitness journey: triggers, motivation, barriers, blockers.
Determine their fitness selection and buying criteria: source of information, gym providers, selection criteria, and purchase journey.
Determine their fitness selection and buying criteria: source of information, gym providers, selection criteria, and purchase journey.
Determine their fitness selection and buying criteria: source of information, gym providers, selection criteria, and purchase journey.
Get a perception of cult.fit and ideal physical fitness membership experience they look for while selecting fitness centers.
Get a perception of cult.fit and ideal physical fitness membership experience they look for while selecting fitness centers.
Research Methodology
Research Methodology
Research Methodology
Conducted 1:1 in-depth qualitative user interviews for 45 minutes to gather insights on the objective.
Conducted 1:1 in-depth qualitative user interviews for 45 minutes to gather insights on the objective.
Conducted 1:1 in-depth qualitative user interviews for 45 minutes to gather insights on the objective.
Choose moderated research with an exploratory approach to understand user’s perceptions of their fitness journey
Choose moderated research with an exploratory approach to understand user’s perceptions of their fitness journey
Choose moderated research with an exploratory approach to understand user’s perceptions of their fitness journey
Empathy maps, personas, and user journey maps were created to understand both the emotional aspect, the right audience, and the steps for the fitness journey.
Empathy maps, personas, and user journey maps were created to understand both the emotional aspect, the right audience, and the steps for the fitness journey.
Empathy maps, personas, and user journey maps were created to understand both the emotional aspect, the right audience, and the steps for the fitness journey.
The open-ended script was designed in both English and Hindi language to make it more accessible for the participants.
The open-ended script was designed in both English and Hindi language to make it more accessible for the participants.
The open-ended script was designed in both English and Hindi language to make it more accessible for the participants.
Note-taking was done side by side during the interview to make the transcripts and session notes readily available after the end of each session.
Note-taking was done side by side during the interview to make the transcripts and session notes readily available after the end of each session.
Note-taking was done side by side during the interview to make the transcripts and session notes readily available after the end of each session.
Day 4 - 6
Day 4 - 6
Day 4 - 6
Participant Recruiting & Scheduling
Participant Recruiting & Scheduling
Participant Recruiting & Scheduling
Target participants
Target participants
Target participants
No. of participants: 43 people with 45 minutes of in-depth interview sessions each.
No. of participants: 43 people with 45 minutes of in-depth interview sessions each.
No. of participants: 43 people with 45 minutes of in-depth interview sessions each.
Age: 21-50
Age: 21-50
Age: 21-50
Gender: 50% male & 50% female
Gender: 50% male & 50% female
Gender: 50% male & 50% female
Education: SEC(A, A+)
Education: SEC(A, A+)
Education: SEC(A, A+)
Location: Mumbai and Hyderabad
Location: Mumbai and Hyderabad
Location: Mumbai and Hyderabad
Occupation: Salaried above 25k
Occupation: Salaried above 25k
Occupation: Salaried above 25k
Language: English & Hindi
Language: English & Hindi
Language: English & Hindi
Behaviour: must have taken membership in some gyms across India or at least went to a gym in the last 1year
Behaviour: must have taken membership in some gyms across India or at least went to a gym in the last 1year
Behaviour: must have taken membership in some gyms across India or at least went to a gym in the last 1year
Participant Recruitment Process
Participant Recruitment Process
Participant Recruitment Process
Started by making a Google form that had screener questions for the consumers to answer. Once that is done the form links are attached to “ad managers” so that consumers can see them on their social media. The ad was approved with all the required details and kept running for 3 days.
Started by making a Google form that had screener questions for the consumers to answer. Once that is done the form links are attached to “ad managers” so that consumers can see them on their social media. The ad was approved with all the required details and kept running for 3 days.
Started by making a Google form that had screener questions for the consumers to answer. Once that is done the form links are attached to “ad managers” so that consumers can see them on their social media. The ad was approved with all the required details and kept running for 3 days.
The form submissions were coming now and we had to filter out the participants using the Google sheet filter option. After the filtration vetting call was done with more in-depth and tricky questions so that it eliminates the risk of participants lying in the session. The study was a highly incentive-based study which made it easier to recruit users.
The form submissions were coming now and we had to filter out the participants using the Google sheet filter option. After the filtration vetting call was done with more in-depth and tricky questions so that it eliminates the risk of participants lying in the session. The study was a highly incentive-based study which made it easier to recruit users.
The form submissions were coming now and we had to filter out the participants using the Google sheet filter option. After the filtration vetting call was done with more in-depth and tricky questions so that it eliminates the risk of participants lying in the session. The study was a highly incentive-based study which made it easier to recruit users.
Day 4 - 6
Day 4 - 6
Day 4 - 6
Interview Script
Interview Script
Interview Script
Contents of the interview script
Contents of the interview script
Contents of the interview script
Starting with welcoming the participant, introducing our organization, and briefing them on the structure of the whole interview. Asking for permission to record the meeting and making sure that their information is confidential.
Starting with welcoming the participant, introducing our organization, and briefing them on the structure of the whole interview. Asking for permission to record the meeting and making sure that their information is confidential.
Moving on to asking some introductory questions about their demographics to build rapport.
Moving on to asking some introductory questions about their demographics to build rapport.
Moving on to asking some introductory questions about their demographics to build rapport.
Coming to understand what value fitness has in their day-to-day lives, fitness goals, and journey, and when somebody says the word “fitness” what comes to their mind?
Coming to understand what value fitness has in their day-to-day lives, fitness goals, and journey, and when somebody says the word “fitness” what comes to their mind?
Coming to understand what value fitness has in their day-to-day lives, fitness goals, and journey, and when somebody says the word “fitness” what comes to their mind?
Then dig deep into what their fitness day looks like, cheat day, fitness source information, and managing fitness in their life.
Then dig deep into what their fitness day looks like, cheat day, fitness source information, and managing fitness in their life.
Then dig deep into what their fitness day looks like, cheat day, fitness source information, and managing fitness in their life.
Next, about their fitness center how they decide to go to that particular center, and what are the parameters and deal breakers they see in a center.
Next, about their fitness center how they decide to go to that particular center, and what are the parameters and deal breakers they see in a center.
Next, about their fitness center how they decide to go to that particular center, and what are the parameters and deal breakers they see in a center.
Now is the time to know the user’s awareness, perception, and consideration of Cultfit and what they like or dislike about it.
Now is the time to know the user’s awareness, perception, and consideration of Cultfit and what they like or dislike about it.
Now is the time to know the user’s awareness, perception, and consideration of Cultfit and what they like or dislike about it.
Lastly, after heavy discussion, we put forward an imaginary or scenario question about what their dream fitness center looks like.
Lastly, after heavy discussion, we put forward an imaginary or scenario question about what their dream fitness center looks like.
Lastly, after heavy discussion, we put forward an imaginary or scenario question about what their dream fitness center looks like.
Day 4 - 6
Day 4 - 6
Day 4 - 6
Synthesis, Analysis & Insights
Synthesis, Analysis & Insights
Synthesis, Analysis & Insights
Analysis and Synthesis Process
Analysis and Synthesis Process
Analysis and Synthesis Process
All the recordings were done on Grain and side by side the notes of the sessions were being made by the other researcher and me. Which made our work 50% easier
All the recordings were done on Grain and side by side the notes of the sessions were being made by the other researcher and me. Which made our work 50% easier
All the recordings were done on Grain and side by side the notes of the sessions were being made by the other researcher and me. Which made our work 50% easier
After each of the interviews, the researcher debriefed for around 15 minutes before the next session started. We used to put up all the important verbatim and cut video evidence and interesting insights of the session in the output sheet that we had made.
After each of the interviews, the researcher debriefed for around 15 minutes before the next session started. We used to put up all the important verbatim and cut video evidence and interesting insights of the session in the output sheet that we had made.
After each of the interviews, the researcher debriefed for around 15 minutes before the next session started. We used to put up all the important verbatim and cut video evidence and interesting insights of the session in the output sheet that we had made.
Once all 43 interviews were done we used Braun and Clarke's thematic analysis method is an iterative process consisting of six steps: 1) Familiarization of data, 2)Generation of codes, 3)Combining codes into themes, 4)Reviewing themes, 5)Determine significance of themes, 6)Reporting of findings.
Once all 43 interviews were done we used Braun and Clarke's thematic analysis method is an iterative process consisting of six steps: 1) Familiarization of data, 2)Generation of codes, 3)Combining codes into themes, 4)Reviewing themes, 5)Determine significance of themes, 6)Reporting of findings.
Once all 43 interviews were done we used Braun and Clarke's thematic analysis method is an iterative process consisting of six steps: 1) Familiarization of data, 2)Generation of codes, 3)Combining codes into themes, 4)Reviewing themes, 5)Determine significance of themes, 6)Reporting of findings.
Once the themes were ready, I started creating a Google slide deck report where the insights were segregated into different sections. I also provided lots of video evidence clips with subtitles in Hindi and English to back up my hypothesis and findings.
Once the themes were ready, I started creating a Google slide deck report where the insights were segregated into different sections. I also provided lots of video evidence clips with subtitles in Hindi and English to back up my hypothesis and findings.
Once the themes were ready, I started creating a Google slide deck report where the insights were segregated into different sections. I also provided lots of video evidence clips with subtitles in Hindi and English to back up my hypothesis and findings.
Outcomes/Key insights
Outcomes/Key insights
Outcomes/Key insights
+30% of people’s association with fitness is to maintain or train the mind and body,+25% is for generating energy and 15% to staying disease-free.
+30% of people’s association with fitness is to maintain or train the mind and body,+25% is for generating energy and 15% to staying disease-free.
~65% of people choose to go to the gym to improve their health and ~35% to improve their body image.
~65% of people choose to go to the gym to improve their health and ~35% to improve their body image.
Parameters to select certain fitness centers are branded gyms to get a variety of activities; and high-intensity training with a personal trainer.
Parameters to select certain fitness centers are branded gyms to get a variety of activities; and high-intensity training with a personal trainer.
Parameters to select certain fitness centers are branded gyms to get a variety of activities; and high-intensity training with a personal trainer.
Other parameters are: within 1km of their home; friends/family going to the same gym, & social media ads.
Other parameters are: within 1km of their home; friends/family going to the same gym, & social media ads.
Other parameters are: within 1km of their home; friends/family going to the same gym, & social media ads.
Association with cult.fit is mainly through endorsements, and they provide online classes but are expensive. So their expected plan is between 12-15K a year with a trainer.
Association with cult.fit is mainly through endorsements, and they provide online classes but are expensive. So their expected plan is between 12-15K a year with a trainer.
Association with cult.fit is mainly through endorsements, and they provide online classes but are expensive. So their expected plan is between 12-15K a year with a trainer.
Day 4 - 6
Day 4 - 6
Day 4 - 6
Report Submission, Correction and Presentation
Report Submission, Correction and Presentation
Report Submission, Correction and Presentation
Recommendations/Suggestions
Recommendations/Suggestions
Recommendations/Suggestions
More awareness to a larger audience through another form of reaching out like emails, workshops, referral programs, webinars, etc can benefit Culfit
More awareness to a larger audience through another form of reaching out like emails, workshops, referral programs, webinars, etc can benefit Culfit
More awareness to a larger audience through another form of reaching out like emails, workshops, referral programs, webinars, etc can benefit Culfit
They can rethink introducing different kinds of membership programs for people who are tight on budget as well.
They can rethink introducing different kinds of membership programs for people who are tight on budget as well.
They can rethink introducing different kinds of membership programs for people who are tight on budget as well.
Providing lots of other activities like yoga, meditation, boxing, and badminton helps people shift from traditional gym workouts
Providing lots of other activities like yoga, meditation, boxing, and badminton helps people shift from traditional gym workouts
Providing lots of other activities like yoga, meditation, boxing, and badminton helps people shift from traditional gym workouts
Including breakfast or snacks for the members after workouts to provide nutritionists and general doctors in the fitness center would be a good option.
Including breakfast or snacks for the members after workouts to provide nutritionists and general doctors in the fitness center would be a good option.
Including breakfast or snacks for the members after workouts to provide nutritionists and general doctors in the fitness center would be a good option.
Facilities that might attract customers: bigger space, better equipment, certified trainers, better ambiance, diet support, and appropriate exercise information.
Facilities that might attract customers: bigger space, better equipment, certified trainers, better ambiance, diet support, and appropriate exercise information.
Facilities that might attract customers: bigger space, better equipment, certified trainers, better ambiance, diet support, and appropriate exercise information.
Challenges faced and how we overcame
Challenges faced and how we overcame
Challenges faced and how we overcame
One of the challenges we faced was getting sensitive data from the participants. As this was a fitness study, people were quite intimidated to talk about their health issues and diseases. They were not sharing a lot during the start of the interview.
One of the challenges we faced was getting sensitive data from the participants. As this was a fitness study, people were quite intimidated to talk about their health issues and diseases. They were not sharing a lot during the start of the interview.
One of the challenges we faced was getting sensitive data from the participants. As this was a fitness study, people were quite intimidated to talk about their health issues and diseases. They were not sharing a lot during the start of the interview.
The solution we tried to come up with was to keep no observers in the interview session except the moderator and note-taker. We made sure to sign an NDA with the participants, stating that their data would be kept confidential.
The solution we tried to come up with was to keep no observers in the interview session except the moderator and note-taker. We made sure to sign an NDA with the participants, stating that their data would be kept confidential.
The solution we tried to come up with was to keep no observers in the interview session except the moderator and note-taker. We made sure to sign an NDA with the participants, stating that their data would be kept confidential.
We also started the interview 10 minutes before to build rapport with the participants and make them comfortable. This part of the interview was not recorded.
We also started the interview 10 minutes before to build rapport with the participants and make them comfortable. This part of the interview was not recorded.
We also started the interview 10 minutes before to build rapport with the participants and make them comfortable. This part of the interview was not recorded.
We also gave 2mins break to the participants between each of the question segments and asked them if they were comfortable with the interview.
We also gave 2mins break to the participants between each of the question segments and asked them if they were comfortable with the interview.
We also gave 2mins break to the participants between each of the question segments and asked them if they were comfortable with the interview.
Deliverables
Deliverables
Deliverables
Research Plan
Research Plan
Research Plan
Full participants video
Full participants video
Full participants video
Note-taking sheet
Note-taking sheet
Note-taking sheet
Analysis and synthesis sheet
Analysis and synthesis sheet
Analysis and synthesis sheet
Interview script
Interview script
Interview script
Participants demographics
Participants demographics
Participants demographics
Video evidence of the insights
Video evidence of the insights
Video evidence of the insights
Bar graphs and statistical data sheet
Bar graphs and statistical data sheet
Bar graphs and statistical data sheet
Stakeholders presentation
Stakeholders presentation
Stakeholders presentation