Unified Goals Onboarding
Project Overview
Creating one view of the customer across three platforms
Under Armour's Connected Fitness ecosystem included MapMyRun and MyFitnessPal, but we lacked the customer data needed to deliver truly personalized experiences.
Our opportunity was to rethink onboarding around a simple question: What are you trying to achieve?
By capturing users' goals, preferences, and barriers upfront, we could build a richer understanding of each customer and use those insights to personalize their experience across the Under Armour ecosystem-from nutrition and fitness recommendations to relevant products.
Onboarding became more than account creation. It became the foundation for understanding our customers and helping them reach their goals.
About
MapMyRun, MyFitnessPal, Under Armour shop app
I
Jan 2019
My Role
I designed the experience from strategy through interaction.
I worked across product, UX, and engineering to define the goal-setting experience, establish the interaction model, and translate the strategy into a scalable product experience.
Designing for an ecosystem
Rather than treating each app as an isolated experience, I explored how a customer's goals and behaviors could inform their entire relationship with Under Armour.
With a shared account across MapMyRun, MyFitnessPal, and Under Armour, information captured in one experience could create more relevant experiences in another.
I mapped goals across the three platforms to identify where customer needs overlapped and where we could create meaningful connections between nutrition, fitness, and commerce.
Senario:
Kate's goal: Lose 10 lbs
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MyFitnessPal: Easy meal plan
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Progress stalls
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MapMyRun: Beginner running plan
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Under Armour: Recommended running gear
Building a scalable onboarding system
Instead of designing three separate onboarding experiences, we created a shared system that could adapt across products.
Reusable screens and components allowed each app to tailor the experience with minimal engineering changes, while shared account data meant we could skip questions we already knew the answer to.
The result was a more personalized onboarding experience that could scale across the Connected Fitness ecosystem while still allowing each product to maintain its own identity.
Onboarding Wireframes- MyfitnessPal
Hi-Fidelity Designs- MyFitnessPal
Our goal was to recreate our onboarding in the shared services. This allowed us to reuse screens and components with only making minor adjustments to the code from app to app. Not only could we reuse screens, but with the single sign on experience, you could access all of your previous data from app to app. Depending on which app you're coming from, we would add in either Nutrition, Fitness, or Lifestyle questions. With this system, we could hide or remove screens based on the information we already know about you. While doing this, we also wanted to strengthen the Under Armour Brand and make this experience more strongly 'Under Armour' looking.
MapMyRun explorations
With creating each screen in the shared services environment, we could easily swap out visual components to align with each brand. This was some of the explorations I did for the MapMyRun version of onboarding. I used the MapMyRun blue and used map imagery in place of the food. Instead of a progress bar, the current location is visualized on the map, every screen that you progress moves the location indicator in the direction of the route. For UnderArmour Shop App, I did not explore onboarding because the user is in a different mindset while shopping, so it's important for the user to see every step on one-screen.
MyFitnessPal
Translated to MapMyRun
The pivot
While we were deep into high-fidelity design, Under Armour announced the sale of MyFitnessPal.
The ecosystem we had been designing for was about to fundamentally change.
Rather than abandon the work, we pivoted. The goal shifted from creating a unified experience across three products to applying what we'd learned to improve MyFitnessPal's onboarding and better understand its users.
We redesigned the flow around progressive questioning: users first selected a goal, then received relevant follow-up questions to uncover the motivations, preferences, and barriers behind it.
User Flow
With the recent news, we immediately switched gears and started to rethink the flow. We built out an entire question and follow up flow that first asks what their goals are and then based on their selection, are asked follow up questions to understand their specific needs. Although this data would no longer inform our other apps, it was still extremely valuable for MyFitnessPal itself.
Final Hi-Fidelity Designs - MyFitnessPal
After exploring the new UI and separating all the screens to hide and show inputs dependent on what you have previously answered in the Under Armour ecosystem, we now had to retrofit the goals into the current onboarding UI. Despite some differing opinions on the decision to combine Nutrition, Fitness, and Lifestyle goals- the PM was insistent on presenting all goals on the introductory screen.
