boosting user motivation with progression tracking & rewards
boosting user motivation with progression tracking & rewards
boosting user motivation with progression tracking & rewards
Freeletics · iOS/Android · apr 2021-jul 2021
Freeletics · iOS/Android · apr 2021-jul 2021
Freeletics · iOS/Android · apr 2021-jul 2021
USER RESEARCH · behavioural science · design sprint · prototyping · ia · design strategy · A/b testing · ui
USER RESEARCH · behavioural science · design sprint · prototyping · ia · design strategy · A/b testing · ui
USER RESEARCH · behavioural science · design sprint · prototyping · ia · design strategy · A/b testing · ui
context
As of Mid 2021, the product algorithm put users on bodyweight skill progression paths to learn an advanced exercise. For the user, these progression paths were invisible and not selectable; no progression was shown, and no achievement was celebrated.
Through a previous research project, we knew users are motivated to improve themselves and learn or master new skills. Therefore, we wanted to apply this to the product to ultimately increase training retention. Our goal was to:
Help new athletes stay motivated and committed to their training habits by bringing awareness to their improvement.
As of Mid 2021, the product algorithm put users on bodyweight skill progression paths to learn an advanced exercise. For the user, these progression paths were invisible and not selectable; no progression was shown, and no achievement was celebrated.
Through a previous research project, we knew users are motivated to improve themselves and learn or master new skills. Therefore, we wanted to apply this to the product to ultimately increase training retention. Our goal was to:
Help new athletes stay motivated and committed to their training habits by bringing awareness to their improvement.
As of Mid 2021, the product algorithm put users on bodyweight skill progression paths to learn an advanced exercise. For the user, these progression paths were invisible and not selectable; no progression was shown, and no achievement was celebrated.
Through a previous research project, we knew users are motivated to improve themselves and learn or master new skills. Therefore, we wanted to apply this to the product to ultimately increase training retention. Our goal was to:
Help new athletes stay motivated and committed to their training habits by bringing awareness to their improvement.
role
key designer and close collaborator
I led and guided the entire design process, from conducting user research to delivering the final product. Alongside my colleagues in product and engineering, I developed the UX strategy and vision for this product area.
I collaborated closely with cross-functional teams to ensure the product met business goals and aligned with the overall strategy; I worked closely with the research team to bring a great body of foundational research into the product experience and test solutions as well as the coach algorithm and training experience team to make sure the progression paths were user-centered. Finally, I directed the visual design of the badge rewards in close collaboration with the Marketing creative team.
I led and guided the entire design process, from conducting user research to delivering the final product. Alongside my colleagues in product and engineering, I developed the UX strategy and vision for this product area.
I collaborated closely with cross-functional teams to ensure the product met business goals and aligned with the overall strategy; I worked closely with the research team to bring a great body of foundational research into the product experience and test solutions as well as the coach algorithm and training experience team to make sure the progression paths were user-centered. Finally, I directed the visual design of the badge rewards in close collaboration with the Marketing creative team.
I led and guided the entire design process, from conducting user research to delivering the final product. Alongside my colleagues in product and engineering, I developed the UX strategy and vision for this product area.
I collaborated closely with cross-functional teams to ensure the product met business goals and aligned with the overall strategy; I worked closely with the research team to bring a great body of foundational research into the product experience and test solutions as well as the coach algorithm and training experience team to make sure the progression paths were user-centered. Finally, I directed the visual design of the badge rewards in close collaboration with the Marketing creative team.
process
user segments & motivational theory
Different users have different needs and motivational orientations.
In fact, as users progress in their Freeletics journey, their focus shifts towards the learning process and mastering new skills, leading to long-term behavior change. When we started working on Skill Progressions, we focused on two user segments:
Different users have different needs and motivational orientations.
In fact, as users progress in their Freeletics journey, their focus shifts towards the learning process and mastering new skills, leading to long-term behavior change. When we started working on Skill Progressions, we focused on two user segments:
Different users have different needs and motivational orientations.
In fact, as users progress in their Freeletics journey, their focus shifts towards the learning process and mastering new skills, leading to long-term behavior change. When we started working on Skill Progressions, we focused on two user segments:
As we ventured into this project, I studied motivational theory. Self-Determination Theory states that there are three psychological needs to experience well-being: Autonomy, Competence & Relatedness. For me, in the eye of Skill Progression, this meant:
Allow users to select which skills they want to work towards
Offer a clear plan of where the user can go
Supporting task mastery promotes intrinsic motivation and long-term behavior change
Reward small steps with minor rewards and big milestones with big rewards
As we ventured into this project, I studied motivational theory. Self-Determination Theory states that there are three psychological needs to experience well-being: Autonomy, Competence & Relatedness. For me, in the eye of Skill Progression, this meant:
Allow users to select which skills they want to work towards
Offer a clear plan of where the user can go
Supporting task mastery promotes intrinsic motivation and long-term behavior change
Reward small steps with minor rewards and big milestones with big rewards
As we ventured into this project, I studied motivational theory. Self-Determination Theory states that there are three psychological needs to experience well-being: Autonomy, Competence & Relatedness. For me, in the eye of Skill Progression, this meant:
Allow users to select which skills they want to work towards
Offer a clear plan of where the user can go
Supporting task mastery promotes intrinsic motivation and long-term behavior change
Reward small steps with minor rewards and big milestones with big rewards
design sprint
To align stakeholders on the objective & challenge while informing them about the foundational research, I organized a 4-day design sprint. To foster ownership, we sketched ideas together and defined our primary challenge: Can we create clear and personally relevant skill progression paths for our users and engage them in a way that guides them toward perceivable progress?
To align stakeholders on the objective & challenge while informing them about the foundational research, I organized a 4-day design sprint. To foster ownership, we sketched ideas together and defined our primary challenge: Can we create clear and personally relevant skill progression paths for our users and engage them in a way that guides them toward perceivable progress?
To align stakeholders on the objective & challenge while informing them about the foundational research, I organized a 4-day design sprint. To foster ownership, we sketched ideas together and defined our primary challenge: Can we create clear and personally relevant skill progression paths for our users and engage them in a way that guides them toward perceivable progress?
Collection of concept sketches with voting dots.
After voting on sketches, I extracted essential elements and defined core uses cases which I translated into a storyboard. While I was creating a prototype and a testing script, I encouraged a small engineering team to create their tech prototype to gather insights on potential technical challenges, as we were eager to implement these features as soon as possible.
After voting on sketches, I extracted essential elements and defined core uses cases which I translated into a storyboard. While I was creating a prototype and a testing script, I encouraged a small engineering team to create their tech prototype to gather insights on potential technical challenges, as we were eager to implement these features as soon as possible.
After voting on sketches, I extracted essential elements and defined core uses cases which I translated into a storyboard. While I was creating a prototype and a testing script, I encouraged a small engineering team to create their tech prototype to gather insights on potential technical challenges, as we were eager to implement these features as soon as possible.
From storyboard to the first Figma prototype within the design sprint.
UX insights
After testing, in collaboration with my research colleague, we identified what worked well:
Users liked having the ability to choose which skill paths they want to work on.
Users were motivated because they felt like they were on a clear path, and this was reinforced by the new gamification elements.
Celebrating meaningful milestones is motivating and leads to a sense of mastery.
After testing, in collaboration with my research colleague, we identified what worked well:
Users liked having the ability to choose which skill paths they want to work on.
Users were motivated because they felt like they were on a clear path, and this was reinforced by the new gamification elements.
Celebrating meaningful milestones is motivating and leads to a sense of mastery.
After testing, in collaboration with my research colleague, we identified what worked well:
Users liked having the ability to choose which skill paths they want to work on.
Users were motivated because they felt like they were on a clear path, and this was reinforced by the new gamification elements.
Celebrating meaningful milestones is motivating and leads to a sense of mastery.
from open questions to first iteration
“one-handed pushups would be too difficult.”- Test participant
“one-handed pushups would be too difficult.”- Test participant
“one-handed pushups would be too difficult.”- Test participant
Users were intimidated by the muscle-up and one-handed pushup paths. We were asking ourselves: how can we address the different needs of less advanced vs. more advanced athletes, in terms of reaching a balance between being aspirational but also accessible?
Here it was important to closely collaborate with the algorithm and coaching team, as ownership overlapped and the path design had a huge impact on the overall user experience. We split many of the paths into two, providing a personalized selection showing only paths that fit their abilities. We added an additional gamification aspect where users could unlock a more advanced path only when finishing its predecessor: For example, finishing a pull-up path would unlock the muscle-up path.
Users were intimidated by the muscle-up and one-handed pushup paths. We were asking ourselves: how can we address the different needs of less advanced vs. more advanced athletes, in terms of reaching a balance between being aspirational but also accessible?
Here it was important to closely collaborate with the algorithm and coaching team, as ownership overlapped and the path design had a huge impact on the overall user experience. We split many of the paths into two, providing a personalized selection showing only paths that fit their abilities. We added an additional gamification aspect where users could unlock a more advanced path only when finishing its predecessor: For example, finishing a pull-up path would unlock the muscle-up path.
Users were intimidated by the muscle-up and one-handed pushup paths. We were asking ourselves: how can we address the different needs of less advanced vs. more advanced athletes, in terms of reaching a balance between being aspirational but also accessible?
Here it was important to closely collaborate with the algorithm and coaching team, as ownership overlapped and the path design had a huge impact on the overall user experience. We split many of the paths into two, providing a personalized selection showing only paths that fit their abilities. We added an additional gamification aspect where users could unlock a more advanced path only when finishing its predecessor: For example, finishing a pull-up path would unlock the muscle-up path.
The skill progression paths, behind the scenes.
The programming of the paths was very complex and came with technical and conceptual constraints. We were asking ourselves how can we balance the limitation of not revealing too much about the internal mechanisms of the algorithm, while also providing users with a clear progression path?
We decided to show users only the core milestones of the path, providing additional context at assignment and celebration. To furthermore reduce complexity, we decided to display only a linear progression and count the progress in simple steps.
The programming of the paths was very complex and came with technical and conceptual constraints. We were asking ourselves how can we balance the limitation of not revealing too much about the internal mechanisms of the algorithm, while also providing users with a clear progression path?
We decided to show users only the core milestones of the path, providing additional context at assignment and celebration. To furthermore reduce complexity, we decided to display only a linear progression and count the progress in simple steps.
The programming of the paths was very complex and came with technical and conceptual constraints. We were asking ourselves how can we balance the limitation of not revealing too much about the internal mechanisms of the algorithm, while also providing users with a clear progression path?
We decided to show users only the core milestones of the path, providing additional context at assignment and celebration. To furthermore reduce complexity, we decided to display only a linear progression and count the progress in simple steps.
validating information architecture through card sorting with users
To increase users’ motivation, we wanted to find a permanent space in the app to show progress and achievements. We were faced with a significant technical constraint: in order to add anything to the Profile tab, the engineering team would need to rewrite it completely. So I laid out 4 options for the architecture and defined their respective risks & opportunities. Recognizing the importance of understanding how users conceptualize the relationship between achievement and progress, I conducted a card-sorting exercise as a means of exploring their mental model. I asked 3 groups of 2 users each within the same user segment to discuss the core elements of the app and structure them by affinity.
Progress and Achievement are perceived as something that belong together.
Progress and Achievement need a prominent space just one “click away from the core screen”.
To increase users’ motivation, we wanted to find a permanent space in the app to show progress and achievements. We were faced with a significant technical constraint: in order to add anything to the Profile tab, the engineering team would need to rewrite it completely. So I laid out 4 options for the architecture and defined their respective risks & opportunities. Recognizing the importance of understanding how users conceptualize the relationship between achievement and progress, I conducted a card-sorting exercise as a means of exploring their mental model. I asked 3 groups of 2 users each within the same user segment to discuss the core elements of the app and structure them by affinity.
Progress and Achievement are perceived as something that belong together.
Progress and Achievement need a prominent space just one “click away from the core screen”.
To increase users’ motivation, we wanted to find a permanent space in the app to show progress and achievements. We were faced with a significant technical constraint: in order to add anything to the Profile tab, the engineering team would need to rewrite it completely. So I laid out 4 options for the architecture and defined their respective risks & opportunities. Recognizing the importance of understanding how users conceptualize the relationship between achievement and progress, I conducted a card-sorting exercise as a means of exploring their mental model. I asked 3 groups of 2 users each within the same user segment to discuss the core elements of the app and structure them by affinity.
Progress and Achievement are perceived as something that belong together.
Progress and Achievement need a prominent space just one “click away from the core screen”.
User affinity board & high-level architecture.
The ideas and insights gathered during the card sorting helped me to validate our design strategy and formulate an initial solution for fast implementation, while also defining a vision for future work. Because of the technical constraints we faced, we did not want to add anything to the profile tab yet. Therefore, we defined the architecture as follows:
The features related to customization and personalization are available in the settings, while the progress visualization and achievements section are shown within their own space in the Coach tab. Both are only a tap away from the core screen. This approach would allow us to transfer the achievement and progress area seamlessly to the profile when, in the future, we opt to rewrite that area.
The ideas and insights gathered during the card sorting helped me to validate our design strategy and formulate an initial solution for fast implementation, while also defining a vision for future work. Because of the technical constraints we faced, we did not want to add anything to the profile tab yet. Therefore, we defined the architecture as follows:
The features related to customization and personalization are available in the settings, while the progress visualization and achievements section are shown within their own space in the Coach tab. Both are only a tap away from the core screen. This approach would allow us to transfer the achievement and progress area seamlessly to the profile when, in the future, we opt to rewrite that area.
The ideas and insights gathered during the card sorting helped me to validate our design strategy and formulate an initial solution for fast implementation, while also defining a vision for future work. Because of the technical constraints we faced, we did not want to add anything to the profile tab yet. Therefore, we defined the architecture as follows:
The features related to customization and personalization are available in the settings, while the progress visualization and achievements section are shown within their own space in the Coach tab. Both are only a tap away from the core screen. This approach would allow us to transfer the achievement and progress area seamlessly to the profile when, in the future, we opt to rewrite that area.
Skill progression architecture: on the left, the progress visualisation; on the right, the selection in settings.
quick iterations
As we moved forward and developed the first feature version, we invited Freeletics internals to use the new Experimental Feature and provide feedback via Slack. We validated the UX & iterated based on their early feedback. It turned out that for some users it was hard to choose something on a settings screen without detailed information. Therefore, in the settings, we added a link to the details/visualizations and at the same time, we added a button to select a path within the visualization screen.
As we moved forward and developed the first feature version, we invited Freeletics internals to use the new Experimental Feature and provide feedback via Slack. We validated the UX & iterated based on their early feedback. It turned out that for some users it was hard to choose something on a settings screen without detailed information. Therefore, in the settings, we added a link to the details/visualizations and at the same time, we added a button to select a path within the visualization screen.
As we moved forward and developed the first feature version, we invited Freeletics internals to use the new Experimental Feature and provide feedback via Slack. We validated the UX & iterated based on their early feedback. It turned out that for some users it was hard to choose something on a settings screen without detailed information. Therefore, in the settings, we added a link to the details/visualizations and at the same time, we added a button to select a path within the visualization screen.
solution
impact
To assess the complete skill progression feature, an A/B test was deemed impractical due to the length of time it would take. Instead, a phased rollout was chosen as it allowed us to gather some initial data and validate the release. The findings revealed that there was very high adoption among athletes who accessed the feature via the Coach settings.
For the celebration with rewards, we conducted an A/B test that resulted in a 4.8% increase in training retention (2 training tasks completed in 7 days). Those specific training-related moments motivated users to train with the Coach more consistently and frequently. We still wonder if it was all because users were so in love with the confetti! ;)
To assess the complete skill progression feature, an A/B test was deemed impractical due to the length of time it would take. Instead, a phased rollout was chosen as it allowed us to gather some initial data and validate the release. The findings revealed that there was very high adoption among athletes who accessed the feature via the Coach settings.
For the celebration with rewards, we conducted an A/B test that resulted in a 4.8% increase in training retention (2 training tasks completed in 7 days). Those specific training-related moments motivated users to train with the Coach more consistently and frequently. We still wonder if it was all because users were so in love with the confetti! ;)
To assess the complete skill progression feature, an A/B test was deemed impractical due to the length of time it would take. Instead, a phased rollout was chosen as it allowed us to gather some initial data and validate the release. The findings revealed that there was very high adoption among athletes who accessed the feature via the Coach settings.
For the celebration with rewards, we conducted an A/B test that resulted in a 4.8% increase in training retention (2 training tasks completed in 7 days). Those specific training-related moments motivated users to train with the Coach more consistently and frequently. We still wonder if it was all because users were so in love with the confetti! ;)