patago!
pataGo is a fitness based app that acts as an extension to Patagonia’s brand. It embodies the the core principle of what patagona is, offering cator workout to meet the user needs and goals.
Scope
Timeline - 2 weeks
Role UX/UI design, user research
There has been a major increase in the amount of customers using mobile applications
to easily access virtual workouts due to COVID-19 gym closures. You've been contracted
by Patagonia to establish user needs and create a mobile prototype that allows users to
attend live and on-demand fitness classes and interact with the online Patagonia community.
The Process
The Research
Business Analysis
Who are they?
An activewear company with a devotion to social and environmental justice. Patagonia is more than a brand. They are a community of outdoor enthusiasts.
What do they do?
They have a clothing shop, but they expand their brand beyond clothing and into education and advocacy!
What sort of content do they already have?
Clothing for the outdoors
Documentaries
Blogs
Environmental Education
Brand!
Empowering, environmentally conscious, positive, encouraging language, supportive
Selling a lifestyle
Card Sort
Sorting
The card sort helps us understand how the users would typical see the information in the app. In other words, how the information like the tabs and menus for example are displayed on a page.
Result Matrix
Layout
The Matrix it a tools to helps under stand where the user would typical find certain features and information.
Comparative Analysis
Competition
With the comparative analysis we are able to find out what some of the tools and features the competitors are using and incorporating. We used this to establish a possible layout for the tools and features we may implement for pataGo.
Phase 2 - The user
Being the Users:
Who are the users ? What are the demographics, characteristics, and possible activities of the potential users. Throughout this process, we wanted to screen people who are active, participate in sports, and fitness savvy in order to generate reliable qualitative and quantitative data.
Comparative Analysis
The flow
The User-flow helps us understand the possible navigation the user will follow when finding and booking a workout that is relevant to the user.
Greeting
On-boarding quiz
Personalize/Ambassador match up
Home-page
workout selection
workout completion
share
Affinity Mapping
Similarities
The mapping phase is where we group all the findings and feed back from conducting user interviews. We then group all the commonalities and patterns to help us understand what are the potential needs and pain points of the prospective users.
On-boarding quiz
On Demand Video
Schedule/Calendar
Social Interaction (interaction between other class attendees)
Gamification
Feature Prioritization
Focuses
Features: Feature(ites) is something that definitely came in play, but in order to combat that, wanted to focus on the core features to implement what the user were pointing at or want to see in the app based on the affinity mapping that was created.
live & recorded workouts
On-boarding quiz
Environmental engagement
Profile tracker
Meet JB, pataGo’s Persona
The Problem
How are we going to help JB come to an solution ?
By using the (HMW - “how might we”) guiding questions, we can help us paint a better picture to understanding the problem and how we can address it throughout the different stages.
Phases 3-4 Create & Test
Prototypes
Going on to the low-fi prototype, we wanted to take the user data we got from the interviews to paint an ideal picture of what the app will look like as the users interact with it. Our ideas came from a simple sketch which highlighted a brief survey to get the user's attentions, asking for their needs, wants, and interest when selecting specific workout; also deciding whether to watch the live workouts or download them to be watched whenever.
Here, we wanted to test how quick and seamless the user will be able to get from point A, which was completing the survey to point B, selecting the workout and completing it.
I started with sketches just so I can get a visual representation of how the app will eventually look. But then I moved into the low-fi to mid-fi prototype so I can get a better understanding of how the user interact with the app, and essentially if they’re able to select the workouts.
Mid-fi to Hi-fi
High - Fidelity
Findings
The user generally like the quiz phase, because it then gave them a more personalized experience.
7/10 users had trouble figuring out where to go for workouts, whether they had to select it from the sports section, or from the general workout page.
About 75% of the user mentioned that there’s a lot of irrelevant context and information on the landing page, which caused the initial confusing on how to navigate to workout page.
What’s Next ?
More testing with a larger sample size to see if the the original goal of Patagonia “live workouts” are needed.
Incorporating some features that didn’t make it due to the time and scope of the project.
Playing with the aesthetics of the pataGo to match Patatgonia