Unified Goals & Onboarding
MapMyRun,
MyFitnessPal,
Under Armour Shop App
About
Dec 2021
MapMyRun
I was the Lead UX Designer for this project. I lead the team through brainstorming exercises, developed wireframes, low and high fidelity designs and prototyping, and ensured the designs were implemented. With my previous work on Unified Profile, I was the designer for anything that touched all three apps.
Project Overview
Under Armour Connected fitness was a division of Under Armour that owned MyFitnessPal and MapMyRun. At the time of this project, we wanted to collect user input on their health and fitness goals will allow us to improve user engagement and retention by presenting more personalized experiences throughout the customer lifecycle. When we better understand our users, we can use this information across different platforms to gain a holistic picture of our their needs. The onboarding was a really crucial point in which we could affect change that could set our users up for success offering a more personalized experience while also unifying our brand and data.
The Under Armour Connected Fitness digital strategy was to help our customers meet their health and fitness goals. Capturing The problem was that we do not collect enough information to recommend how our customers should best go about meeting their goals - many become disengaged because they do not achieve the results they desire or are unable to navigate the product to find what they need.
Unfortunately, we did not know enough about our customers in order to present them with the content they are most likely to be interested in. The problem is not having enough data to make a recommendation. 80% of users in MFP have a lose weight goal, 70% of MMF users have a lose weight goal - however we do not know crucial information like: what difficulties have they had in the past with achieving their goals, if they have special diet restrictions like being vegan, or what forms of exercise do they enjoy. These questions are all critical to helping customers achieve their goals by recommending content that will inform and guide them on their journey while also strengthening the brand of Under Armour and fufilling it's brand promise that "Under Armour makes you better"
First Approach
My initial approach to this project was to gather insights from MapMyRun and MyFitnessPal to help inform our recommendations after entering the app. Because Under Armour was using a shared login across all platforms, the users would log in (a MapMyRun user could use their login for MyFitnessPal and Under Armour and vise versa). Once our users become apart of this ecosystem, we can start creating a better picture of who they are and how to help them. If we establish ourselves as experts in the health and fitness space, we can then start recommending the right type of Under Armour gear to help them reach their goals. I started to map out a vendiagram of user goals across platforms to pinpoint our users unique needs and identify where the overlap was.
Senario:
Kate joints MyFitnessPal goal is to lose 10 pounds, she indicates her barriers in the past to achieving weight loss was the regimen was too hard to follow. After onboarding, she is recommended a meal plan to help her lose the 10 pounds that is focused on quick and easy meals. Around week 2, she begins to plateau, and noticed that she can access a workout plan that also incorporates running. She is able to tap onto the plan which prompts her to open MapMyRun. She is able to use her MyFitnessPal login and doesn't need to create a new account. All of her information is saved to her profile, and we are already aware of her goals. Kate uses both apps to get to reach her goal of using the 10 pounds. With a new interest in running, she sees that Under Armour has GPS chips in their shoes that actually coach you to become a better runner. After Under Armour delivers on their mission to make her better, she is now a strong brand advocate and continues to trust in our products to help her reach her goals.
Onboarding Wireframes- MyfitnessPal
Hi-Fidelity Designs MyFitnessPal Unified Onboarding
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 divestiture
(& pivot)
While I was in hi-fidelity design mode for MyFitenssPal, working on an effort that would help strengthen a the MyFitnessPal, MapMyRun, and Under Armour ecosystem, they announced that we would be selling MyFitnessPal. Essentially making the entire concept of unification now obsolete. MyFitnessPal would be soon sold to a separate company and MapMyRun would end up staying with Under Armour and aligning closer to their brand. The decision was then made to pivot away from this massive project and just focus in on implementing questions into MyFitnessPal. While this did make it easier to focus on just capturing goals so we can better understand our users, it was a major shift from the initial goal.
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
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.
