Neoness Live
Project summary
OVERVIEW
Problem
Needed a sophisticated platform with high-end features, developed without clear user insights. The project was secret for three months, excluding key team members, requiring a strategy to avoid future complications and complexity without their feedback.
Goal
Launch the platform in 3 months while navigating between the founder's great ambitions and the time and resource constraints. Transition the current clientele of physical sports clubs to this online platform and acquire new customers.
RESULT
Solution
We co-created an MVP with the tech and marketing teams, adapting Neoness’ brand identity to a digital experience. We reused brand identity from the gym’s physical spaces and played with available photo assets to bring energy and familiarity to the online platform. The result was a cohesive, branded interface that felt sporty, accessible, and engaging — ready for launch in just a few months.
Design thinking process
Empathize
User research, User interview, Competitive analysis
Define
User Persona, User Jouney Map, Empathy Map
Ideate
Brainstorming, User Flow, Wireframing
Design
Visual Design, Prototype
EMPATHIZE
Qualitative research
Conducted interviews among 7 Neoness's customer base to gather insights into the preferences and habits of potential users.
- What is your current fitness routine like?
- What challenges do you face while trying to maintain your fitness routine during that period?
- How would you rate your current online fitness experience, and what could enhance it?
- What are the most important factors for you when deciding to use an online sports platform?
- What specific features do you wish were available on the platforms you use for workouts today?
💡Key insight derived
Many clients prefer platforms like Instagram and Facebook for their live fitness classes, appreciating the interactive sessions with coaches. It's crucial for them to feel connected to a community and to incorporate these activities into their routine.
Quantitative research
I launched a survey using Typeform, distributed among our client base. The questionnaire garnered 200 responses, providing valuable data on user preferences and behaviors.
Observations
DEFINE
User persona
I developed a detailed user persona to capture the typical user's demographic, lifestyle, behavior, needs, and goals, providing a foundational understanding for targeted design decisions.
Empathy Map
I constructed an empathy map to delve deeper into our user's emotional and cognitive experiences, using this understanding to inform and refine our platform's user experience design.
User journey Map
I mapped out the user journey to visualize the interactions and emotional transitions users experience with our platform, aiming to optimize each touchpoint for enhanced user satisfaction.
IDEATE
Site architecture
I created a flowchart that outlines the navigational paths and the hierarchical structure of pages within the platform, taking into account the technical constraints specific to the technologies used by the company.
Site architecture
I created a flowchart that outlines the navigational paths and the hierarchical structure of pages within the platform, taking into account the technical constraints specific to the technologies used by the company.
DESIGN & TEST
High fidelity screens
Design System & Style
Key Takeaways
- Effective project management requires keeping all stakeholders informed to ensure seamless integration of technologies and processes.
- Desktop usage dominated video consumption, unexpectedly accounting for over 60% of views.
- Developing features without clear user demand, such as the MasterClasses, can lead to costly inefficiencies.
Results
- Significant adoption, with 35% of existing clients transitioning to the platform and 65% of users being new.
- Positive feedback led to ongoing enhancements, improving functionality and user experience.
- The launch and updates expanded market reach and user engagement, establishing a strong base for future growth in digital fitness.
