​ ​ ​ ​ ​ ​StayFit:​ ​User​ ​Research​ ​&​ ​Product​ ​Artifacts 

 
 

USER​ ​RESEARCH 
 
Background​:  
 
Working​ ​Professionals​ ​between​ ​the​ ​ages​ ​of​ ​20​ ​to​ ​40​ ​find​ ​it​ ​difficult​ ​to​ ​look​ ​for​ ​options​ ​catering​ ​to 
fitness​ ​services​ ​near​ ​their​ ​home​ ​or​ ​work​ ​out.​ ​Their​ ​hectic​ ​lifestyle​ ​makes​ ​it​ ​difficult​ ​for​ ​such​ ​an 
audience​ ​to​ ​be​ ​a​ ​regular​ ​at​ ​any​ ​gym.  
The​ ​following​ ​document​ ​contains​ ​data​ ​and​ ​insights​ ​received​ ​from​ ​exploratory​ ​research​ ​for​ ​a​ ​gym 
finder​ ​app​ ​along​ ​with​ ​the​ ​product​ ​artifacts​ ​created​ ​using​ ​those​ ​insights. 
 
 
1. Target​ ​audience​ ​details​ ​for​ ​StayFit: 
 
• Age​ ​group:​ ​20​ ​to​ ​40​ ​years 
• Gender:​ ​All 
• Type:​ ​Urban,​ ​smartphone​ ​users​ ​with​ ​internet​ ​access​ ​+​ ​People​ ​who​ ​wish​ ​to​ ​lead​ ​a​ ​healthy 
and​ ​fit​ ​lifestyle​ ​and​ ​are​ ​willing​ ​to​ ​pay​ ​for​ ​a​ ​gym​ ​subscription. 
• Location:​ ​Primary​ ​locations​ ​would​ ​be​ ​all​ ​Tier-1​ ​cities.​ ​Tier-2​ ​locations​ ​provide​ ​a​ ​wide​ ​market 
as​ ​well​ ​but​ ​would​ ​be​ ​secondary​ ​since​ ​we’re​ ​at​ ​the​ ​launch​ ​stage. 
 
 
​ ​ ​2.​ ​Objectives​ ​and​ ​hypothesis​ ​of​ ​the​ ​research​ ​were​ ​as​ ​follows: 
 
• Objective​:​ ​To​ ​understand​ ​difficulties​ ​people​ ​face​ ​while​ ​looking​ ​for​ ​gyms. 
​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​Hypothesis​:​ ​People​ ​who​ ​travel​ ​frequently​ ​find​ ​it​ ​difficult​ ​to​ ​become​ ​part​ ​of​ ​a​ ​gym. 
 
• ​ ​Objective​:​ ​Factors​ ​that​ ​influence​ ​people’s​ ​decision​ ​while​ ​looking​ ​for​ ​a​ ​gym. 
​ ​Hypothesis​:​ ​People​ ​prefer​ ​gyms​ ​closer​ ​to​ ​their​ ​home. 
 
• Objective​:​ ​To​ ​understand​ ​if​ ​people​ ​are​ ​willing​ ​to​ ​look​ ​for​ ​gyms​ ​online.  
Hypothesis​:​ ​People​ ​are​ ​willing​ ​to​ ​search​ ​and​ ​buy​ ​gym​ ​subscriptions​ ​online. 
 
• Objective​:​ ​To​ ​find​ ​out​ ​people’s​ ​expectations​ ​when​ ​they​ ​search​ ​for​ ​gyms​ ​online. 
Hypothesis​:​ ​Key​ ​expectation​ ​would​ ​be​ ​finding​ ​how​ ​close/far​ ​the​ ​gym​ ​is​ ​from​ ​their​ ​location. 
 
• Objective​:​ ​To​ ​find​ ​out​ ​factors​ ​that​ ​hamper​ ​people​ ​from​ ​being​ ​regular​ ​at​ ​a​ ​gym.  
Hypothesis​:​ ​Major​ ​factor​ ​would​ ​be​ ​“lack​ ​of​ ​time”. 
 
• Objective​:​ ​To​ ​understand​ ​fitness​ ​goals​ ​of​ ​people​ ​with​ ​respect​ ​to​ ​fitness.  
Hypothesis​:​ ​Staying​ ​fit,​ ​reducing​ ​weight​ ​is​ ​the​ ​key​ ​goal​ ​wrt​ ​fitness. 
 
• Objective​:​ ​To​ ​find​ ​out​ ​what​ ​is​ ​their​ ​preferred​ ​mode​ ​of​ ​activity. 
Hypothesis​:​ ​People​ ​use​ ​gym​ ​as​ ​the​ ​main​ ​form​ ​of​ ​fitness. 
 
• Objective​:​ ​To​ ​identify​ ​demographic/profile​ ​details​ ​and​ ​technological​ ​preferences. 
1 
 
 
4.​ ​ ​ ​Research​ ​methodologies​ ​used:  
 
• Online​ ​questionnaire​:​ ​To​ ​get​ ​a​ ​better​ ​understanding​ ​of​ ​target​ ​group​ ​demographics, 
technologies​ ​they​ ​use​ ​and​ ​also​ ​gauge​ ​into​ ​motivations​ ​and​ ​pain​ ​points​ ​that​ ​they​ ​face​ ​in 
finding​ ​a​ ​gym​ ​or​ ​in​ ​fitness​ ​in​ ​general.  
• User​ ​interviews​:​ ​To​ ​get​ ​some​ ​qualitative​ ​data​ ​to​ ​achieve​ ​a​ ​deeper​ ​perspective​ ​into​ ​user’s 
needs,​ ​goals,​ ​frustrations​ ​and​ ​personality.​ ​A​ ​total​ ​of​ ​3​ ​interviews​ ​were​ ​recorded. 
 
4.​ ​ ​ ​Link​ ​to​ ​online​ ​questionnaire:  
 
https://docs.google.com/forms/d/e/1FAIpQLSfVZN1thTGzPmo9of3nNQOoO_Z9p5xIMolh_q41LM
PmD_u3qA/viewform?usp=sf_link 
 
 
5.​ ​ ​Interview​ ​script: 
 
 
• Tell​ ​me​ ​something​ ​about​ ​yourself. 
  -​ ​My​ ​name​ ​is​ ​Rohan.​ ​I​ ​am​ ​part​ ​of​ ​my​ ​family​ ​business. 
• What​ ​is​ ​an​ ​average​ ​day​ ​like​ ​in​ ​your​ ​life? 
-​​ ​My​ ​average​ ​day​ ​is​ ​usually​ ​at​ ​work​ ​from​ ​9​ ​to​ ​7​ ​and​ ​then​ ​spend​ ​my​ ​time​ ​either 
working​ ​out,​ ​chilling​ ​with​ ​friends​ ​or​ ​just​ ​watch​ ​a​ ​movie​ ​or​ ​TV​ ​at​ ​home.  
• Do​ ​you​ ​work​ ​out?​ ​And​ ​where​ ​do​ ​you​ ​usually​ ​workout? 
-​ ​Yes,I​ ​workout.​ ​How​ ​regularly​ ​do​ ​you​ ​do​ ​so?​​ ​About​ ​3-4​ ​times​ ​a​ ​week.​ ​Ideally​ ​I’d​ ​like 
to​ ​workout​ ​5​ ​to​ ​6​ ​days​ ​but​ ​I​ ​just​ ​don’t​ ​have​ ​the​ ​time​ ​or​ ​energy​ ​at​ ​times.​ ​And​ ​where 
do​ ​you​ ​usually​ ​workout?​ ​I​ ​work​ ​out​ ​at​ ​a​ ​local​ ​gym​ ​nearby. 
• Since​ ​how​ ​long​ ​have​ ​you​ ​been​ ​working​ ​out​ ​at​ ​this​ ​gym?​ ​Why​ ​do​ ​you​ ​prefer​ ​this​ ​one? 
-​ ​It’s​ ​been​ ​over​ ​4​ ​months​ ​now.​ ​I​ ​used​ ​to​ ​workout​ ​at​ ​my​ ​building​ ​gym​ ​prior​ ​to​ ​this​ ​but 
having​ ​recently​ ​shifted​ ​I​ ​picked​ ​this​ ​gym.​ ​Not​ ​as​ ​fancy​ ​as​ ​the​ ​rest​ ​but​ ​it​ ​had​ ​all​ ​the 
basic​ ​equipment​ ​that​ ​I​ ​use.​ ​Crowd​ ​isn’t​ ​too​ ​great​ ​but​ ​I​ ​don’t​ ​put​ ​too​ ​much​ ​thought 
into​ ​that.​ ​At​ ​2k​ ​for​ ​3​ ​months,​ ​I​ ​was​ ​convinced​ ​.  
• Talk​ ​me​ ​through​ ​your​ ​experience​ ​of​ ​finding​ ​and​ ​choosing​ ​this​ ​gym. 
When​ ​I​ ​was​ ​looking​ ​out​ ​for​ ​a​ ​gym​ ​in​ ​this​ ​area,​ ​I​ ​went​ ​for​ ​a​ ​few​ ​trials​ ​at​ ​the​ ​two​ ​of​ ​the 
franchise​ ​gyms​ ​nearby.​ ​The​ ​facilities​ ​and​ ​equipment​ ​were​ ​really​ ​good​ ​in​ ​ ​both​ ​but 
the​ ​cost​ ​of​ ​membership​ ​was​ ​steep.​ ​About​ ​12k​ ​for​ ​3​ ​months.​ ​I​ ​was​ ​going​ ​to​ ​finalise 
on​ ​that​ ​until​ ​I​ ​stumbled​ ​upon​ ​an​ ​underground​ ​gym​ ​in​ ​the​ ​colony.​ ​Not​ ​as​ ​fancy​ ​as​ ​the 
rest​ ​but​ ​it​ ​had​ ​all​ ​the​ ​basic​ ​equipment​ ​that​ ​I​ ​use.​ ​Crowd​ ​isn’t​ ​too​ ​great​ ​but​ ​I​ ​don’t​ ​put 
too​ ​much​ ​thought​ ​into​ ​that.​ ​At​ ​2k​ ​for​ ​3​ ​months,​ ​I​ ​was​ ​convinced​ ​. 
• Do​ ​you​ ​look​ ​for​ ​gyms​ ​and​ ​fitness​ ​related​ ​stuff​ ​online? 
-​ ​Yes. 
• What​ ​are​ ​your​ ​expectations​ ​from​ ​an​ ​online​ ​service​ ​catering​ ​to​ ​gym​ ​subscriptions? 
-​ ​I​ ​normally​ ​just​ ​google​ ​gyms​ ​near​ ​me.​ ​So​ ​the​ ​basic​ ​expectation​ ​would​ ​be​ ​to​ ​show  
​ ​ ​me​ ​all​ ​the​ ​gyms​ ​nearby.​ ​Apart​ ​from​ ​that​ ​the​ ​various​ ​plans​ ​each​ ​gym​ ​offers​ ​along 
with​ ​pictures​ ​showing​ ​each​ ​and​ ​every​ ​facility​ ​of​ ​the​ ​gym.​ ​Detailed​ ​info​ ​of​ ​gym 
timings​ ​and​ ​other​ ​info.​ ​A​ ​video​ ​showing​ ​the​ ​gym​ ​at​ ​a​ ​peak​ ​time​ ​would​ ​be​ ​great.  
• You​ ​mentioned​ ​earlier​ ​you​ ​would​ ​like​ ​to​ ​be​ ​more​ ​regular​ ​at​ ​the​ ​gym.​ ​What​ ​are​ ​the​ ​main 
reasons​ ​stopping​ ​you​ ​from​ ​doing​ ​so? 
-​ ​Work​ ​keeps​ ​me​ ​really​ ​busy.​ ​Although​ ​I​ ​do​ ​manage​ ​to​ ​work​ ​out​ ​on​ ​some​ ​days. 
There  are​ ​days​ ​where​ ​I​ ​am​ ​just​ ​way​ ​too​ ​exhausted.​ ​Plus​ ​since​ ​I’ve​ ​been​ ​working​ ​out​ ​for 

2 
 
 sometime​ ​now,​ ​motivation​ ​is​ ​slightly​ ​lacking.​ ​Looking​ ​for​ ​a​ ​change​ ​in​ ​workout 
routine​ ​probably.   
• When​ ​do​ ​you​ ​usually​ ​workout?​ ​How​ ​long​ ​does​ ​your​ ​workout​ ​last​ ​usually? 
-​ ​ ​I​ ​workout​ ​evenings​ ​post​ ​work​ ​usually​ ​at​ ​around​ ​7:30-8.​ ​They​ ​last​ ​about​ ​1 
hour.​ ​Maybe​ ​slightly​ ​more​ ​if​ ​I​ ​do​ ​some​ ​cardio​ ​at​ ​the​ ​end. 
• Do​ ​you​ ​have​ ​a​ ​personal​ ​trainer​ ​or​ ​do​ ​you​ ​form​ ​your​ ​own​ ​workout​ ​routines?​ ​Reasons.  
-​ ​No.​ ​I​ ​don’t​ ​have​ ​a​ ​fixed​ ​personal​ ​trainer.​ ​There​ ​is​ ​a​ ​trainer​ ​at​ ​the​ ​gym​ ​whom​ ​I​ ​can 
casually​ ​ask​ ​for​ ​support​ ​if​ ​required.​ ​But​ ​I​ ​make​ ​my​ ​own​ ​plans.​ ​I​ ​keep​ ​reading​ ​up 
stuff​ ​online.​ ​I​ ​feel​ ​personal​ ​trainers​ ​can​ ​charge​ ​too​ ​much.​ ​Apart​ ​from​ ​getting 
exercise​ ​form​ ​right,​ ​there​ ​are​ ​a​ ​lot​ ​of​ ​videos​ ​and​ ​articles​ ​online.  
• So​ ​from​ ​the​ ​programs​ ​you​ ​find​ ​online,​ ​how​ ​have​ ​they​ ​worked​ ​for​ ​you?​ ​Have​ ​you​ ​been​ ​able 
to​ ​complete​ ​any? 
-​ ​Yes.​ ​I​ ​had​ ​completed​ ​one​ ​an​ ​year​ ​back.​ ​Now​ ​it’s​ ​difficult​ ​to​ ​keep​ ​pace.​ ​I​ ​follow​ ​the 
workouts​ ​though.​ ​They’ve​ ​helped​ ​me​ ​achieve​ ​results.​ ​Not​ ​the​ ​results​ ​I​ ​was​ ​hoping 
for​ ​but​ ​that's​ ​also​ ​because​ ​I​ ​fail​ ​to​ ​keep​ ​up​ ​with​ ​the​ ​fitness​ ​programs​ ​due​ ​to​ ​me 
being​ ​irregular.  
 
 
 
 
 
7.​ ​Results​ ​and​ ​insights​ ​drawn​ ​on​ ​the​ ​basis​ ​of​ ​research: 
 
 
• Objective​:​ ​To​ ​identify​ ​demographic/profile​ ​details​ ​and​ ​technological​ ​preferences. 
 
​ ​ ​ ​ ​ ​ ​Results​:  
 
  —​ ​Demographic​ ​and​ ​general​ ​details​ ​of​ ​survey​ ​respondents(87​ ​in​ ​total): 
 
Age​ ​group​ ​:​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​Gender:​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​Profession:  
 
 
 
 
 
 
 
 
​​​​​​​​S
​ ocial​ ​Platform:    ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​Phone​ ​OS:​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​Relationship​ ​status:  
 
 
 
 
 
 
​C
​ ity​ ​of​ ​residence:​​ ​ ​Approx​ ​80%​ ​from​ ​tier​ ​1​ ​cities​ ​and​ ​20%​ ​from​ ​tier​ ​2​ ​cities. 
 
 
 
 
3 
 
 
 
• Objective​:​ ​To​ ​understand​ ​difficulties​ ​people​ ​face​ ​while​ ​looking​ ​for​ ​gyms. 
 
• Results​:  
—​ ​People​ ​not​ ​having​ ​a​ ​gym​ ​in​ ​a​ ​preferred​ ​location​ ​do​ ​not​ ​subscribe​ ​for​ ​a​ ​gym.  
—​ ​Price​ ​is​ ​a​ ​key​ ​factor​ ​while​ ​choosing​ ​a​ ​gym.  
—​ ​75%​ ​always​ ​go​ ​the​ ​fitness​ ​centre​ ​and​ ​then​ ​make​ ​a​ ​final​ ​decision​ ​on​ ​subscription.  
—​ ​Out​ ​of​ ​the​ ​15%​ ​audience​ ​that​ ​travel​ ​frequently,​ ​80%​ ​of​ ​them​ ​are​ ​not​ ​regular​ ​at​ ​a​ ​gym. 
 
 
• Hypothesis​:​ ​People​ ​who​ ​travel​ ​frequently​ ​find​ ​it​ ​difficult​ ​to​ ​become​ ​part​ ​of​ ​a​ ​gym.​ ​Validated​.  
 
• Insights​:  
—​ ​StayFit​ ​should​ ​have​ ​an​ ​option​ ​of​ ​a​ ​gym​ ​pass​ ​that​ ​enables​ ​users​ ​to​ ​check​ ​into​ ​different 
​ ​ ​ ​ ​franchises​ ​of​ ​gyms​ ​at​ ​different​ ​locations. 
 
• Objective​:​ ​Factors​ ​that​ ​influence​ ​people’s​ ​decision​ ​while​ ​looking​ ​for​ ​a​ ​gym. 
 
• Results​:  
—​ ​67%​ ​consider​ ​location​ ​a​ ​very​ ​important​ ​factor​ ​while​ ​choosing​ ​a​ ​gym.  
—​ ​92%​ ​prefer​ ​gyms​ ​close​ ​to​ ​their​ ​home.  
—​ ​Price​ ​is​ ​a​ ​key​ ​factor​ ​while​ ​choosing​ ​a​ ​gym.  
—​ ​60%​ ​people​ ​think​ ​additional​ ​facilities​ ​like​ ​sauna​ ​and​ ​lockers​ ​aren’t​ ​a​ ​deal​ ​breaker​ ​for 
​ ​ ​ ​ ​them.  
—​ ​70%​ ​consider​ ​quality​ ​of​ ​equipment​ ​and​ ​trainers​ ​a​ ​very​ ​important​ ​factor​ ​in​ ​a​ ​gym.  
 
• Hypothesis​:​ ​People​ ​prefer​ ​gyms​ ​closer​ ​to​ ​their​ ​home.​ ​Validated​.  
 
• Insights​:  
—​ ​StayFit​ ​app​ ​should​ ​have​ ​user​ ​start​ ​screen​ ​with​ ​gyms​ ​showing​ ​on​ ​the​ ​basis​ ​of 
​ ​ ​ ​ ​location(Default​ ​filter). 
 
 
• Objective​:​ ​To​ ​understand​ ​if​ ​people​ ​are​ ​willing​ ​to​ ​look​ ​for​ ​gyms​ ​online.  
 
• Results​:  
—​ ​45%​ ​have​ ​tried​ ​searching​ ​for​ ​gyms​ ​online​ ​at​ ​least​ ​once.  
—​ ​50%​ ​don’t​ ​trust​ ​online​ ​reviews​ ​and​ ​pictures​ ​of​ ​gyms.  
 
• Hypothesis​:​ ​People​ ​are​ ​willing​ ​to​ ​search​ ​and​ ​buy​ ​gym​ ​subscriptions​ ​online.​ ​Partially​ ​Validated. 
45%​ ​forms​ ​a​ ​reasonable​ ​market.  
 
• Insights​:  
—​ ​An​ ​app​ ​like​ ​StayFit​ ​would​ ​attract​ ​customers.  
 
 
 
 
 
 

4 
 
 
 
• Objective​:​ ​To​ ​find​ ​out​ ​people’s​ ​expectations​ ​when​ ​they​ ​search​ ​for​ ​gyms​ ​online. 
 
• Results​:  
 
—​ ​People​ ​usually​ ​search​ ​for​ ​fitness​ ​related​ ​content​ ​online.​ ​(Qual​ ​data) 
—​ ​67%​ ​consider​ ​location​ ​a​ ​very​ ​important​ ​factor​ ​while​ ​choosing​ ​a​ ​gym.  
—​ ​92%​ ​prefer​ ​gyms​ ​close​ ​to​ ​their​ ​home.  
—​ ​People​ ​searching​ ​for​ ​gyms​ ​online​ ​would​ ​want​ ​to​ ​see​ ​gyms​ ​that​ ​are​ ​close​ ​to​ ​their   
​ ​ ​ ​ ​area​ ​of​ ​stay.(Qual​ ​data) 
—​ ​People​ ​would​ ​love​ ​to​ ​see​ ​basic​ ​information​ ​about​ ​the​ ​gym.​ ​Like​ ​timings,​ ​fitness​ ​activities 
​ ​ ​ ​ ​on​ ​various​ ​days.​ ​(Qual​ ​data) 
 
• Hypothesis​:​ ​Key​ ​expectation​ ​would​ ​be​ ​finding​ ​how​ ​close/far​ ​the​ ​gym​ ​is​ ​from​ ​their​ ​location. 
Validated.   
 
• Insights​:  
—​ ​Gym​ ​information​ ​screen​ ​of​ ​the​ ​StayFit​ ​app​ ​should​ ​have​ ​clear​ ​and​ ​communicative​ ​design 
​ ​ ​ ​ ​that​ ​conveys​ ​information​ ​of​ ​the​ ​gym​ ​clearly.  
 
 
• Objective​:​ ​To​ ​find​ ​out​ ​factors​ ​that​ ​hamper​ ​people​ ​from​ ​being​ ​regular​ ​at​ ​a​ ​gym. 
 
• Results​:  
—​ ​70%​ ​audience​ ​have​ ​never​ ​been​ ​able​ ​to​ ​be​ ​regular​ ​at​ ​a​ ​gym. 
—​ ​100%​ ​of​ ​the​ ​irregular​ ​people​ ​cite​ ​“No​ ​time”​ ​as​ ​the​ ​main​ ​reason​ ​for​ ​irregularity.  
—​ ​Laziness​ ​is​ ​a​ ​another​ ​important​ ​factor​ ​for​ ​irregularity.  
 
  
• Hypothesis​:​ ​Major​ ​factor​ ​would​ ​be​ ​“lack​ ​of​ ​time”.​ ​Validated​. 
 
• Insights​:  
—​ ​StayFit​ ​should​ ​store​ ​profile​ ​data​ ​such​ ​as​ ​working​ ​hours​ ​etc​ ​and​ ​tailor​ ​searches​ ​based​ ​on 
the​ ​data. 
 
 
• Objective​:​ ​To​ ​understand​ ​fitness​ ​goals​ ​of​ ​people​ ​with​ ​respect​ ​to​ ​fitness. 
 
• Results​:  
—​ ​Of​ ​the​ ​audience​ ​that​ ​works​ ​out,​ ​95%​ ​cite​ ​“staying​ ​fit​ ​&​ ​healthy”​ ​as​ ​the​ ​most​ ​important 
​ ​ ​ ​ ​reasons​ ​for​ ​doing​ ​so. 
—​ ​“Having​ ​a​ ​good​ ​physical​ ​appearance”​ ​and​ ​“following​ ​a​ ​well-balanced​ ​diet”​ ​is​ ​a​ ​secondary 
​ ​ ​ ​ ​ ​motivation​ ​for​ ​most.​ ​(70%​ ​for​ ​both) 
 
• Hypothesis​:​ ​Staying​ ​fit,​ ​reducing​ ​weight​ ​is​ ​the​ ​key​ ​goal​ ​wrt​ ​fitness.​ ​Validated.  
 
• Insights​:  
—​ ​StayFit​ ​should​ ​have​ ​blogs​ ​related​ ​to​ ​fitness.​ ​Only​ ​for​ ​customers.  
 
 

5 
 
 
 
 
 
• Objective​:​ ​To​ ​find​ ​out​ ​what​ ​is​ ​their​ ​preferred​ ​mode​ ​of​ ​activity. 
 
• Results​:  
—​ ​60%​ ​of​ ​the​ ​audience​ ​works​ ​out​ ​only​ ​once​ ​or​ ​twice​ ​per​ ​week.  
—​ ​Only​ ​20%​ ​of​ ​the​ ​audience​ ​doesn’t​ ​work​ ​out​ ​at​ ​all. 
—​ ​Of​ ​the​ ​audience​ ​that​ ​works​ ​out,​ ​65%​ ​hit​ ​the​ ​gym​ ​for​ ​their​ ​workouts​ ​although​ ​the​ ​most 
​ ​ ​ ​ ​common​ ​activity​ ​is​ ​running/walking​ ​at​ ​82%.  
 
• Hypothesis​:​ ​People​ ​use​ ​gym​ ​as​ ​the​ ​main​ ​form​ ​of​ ​fitness.​ ​Not​ ​Validated.​​ ​Running/walking 
outdoors​ ​is​ ​the​ ​most​ ​widely​ ​used​ ​mode​ ​for​ ​fitness. 
 
• Insights​:  
—​ ​StayFit​ ​should​ ​have​ ​event​ ​information.​ ​Eg:​ ​marathons.   
 
 
 
Summary 
 
1.​ ​Key​ ​Goals:  
• Be​ ​regular​ ​at​ ​a​ ​gym 
• Take​ ​care​ ​of​ ​health​ ​and​ ​diet 
• Find​ ​gym​ ​close​ ​to​ ​home 
• Find​ ​a​ ​gym​ ​with​ ​basic​ ​amenities​ ​without​ ​spending​ ​a​ ​lot 
 
 
2.​ ​Key​ ​Motivations:  
• Friends​ ​who​ ​are​ ​fit. 
• Look​ ​good​ ​physically.​ ​Inspiration​ ​from​ ​fitness​ ​models​ ​etc.​ ​(Qual​ ​data) 
• Social​ ​media 
• Peer​ ​pressure 
 
3.​ ​Pain​ ​Points:  
• Lack​ ​of​ ​time​ ​to​ ​workout 
• Some​ ​gyms​ ​are​ ​too​ ​expensive 
• Can’t​ ​find​ ​ ​good​ ​gyms​ ​nearby 
• Can’t​ ​be​ ​regular​ ​at​ ​a​ ​gym 
• Not​ ​enough​ ​knowledge​ ​about​ ​diet 
 
 
 
 
 
 
 
 
 
 

6 
 
 
 
 
 
PRODUCT​ ​ARTIFACTS 
 
 
 
• Persona​ ​for​ ​StayFit​ ​based​ ​on​ ​the​ ​user​ ​research​ ​data​ ​and​ ​insights​ ​:  
 
 
 

 
 
 
 

7 
 
 
 
 
 
• User-Journey​ ​maps 
User​ ​Journey​ ​Map​ ​1 

User​ ​Goal  To​ ​find​ ​credible​ ​gyms​ ​near​ ​me​ ​which​ ​are​ ​within​ ​my​ ​budget 

User​ ​Expectations  • Gym​ ​is​ ​2​ ​kms​ ​(max)​ ​from​ ​my​ ​house

• 3​ ​month​ ​membership​ ​is​ ​less​ ​than​ ​Rs​ ​3000​ ​inclusive​ ​of​ ​everything

• Quality​ ​trainers​ ​are​ ​available​ ​at​ ​the​ ​gym​ ​that​ ​can​ ​be​ ​available​ ​for

guidance

• Nice​ ​variety​ ​of​ ​equipment​ ​should​ ​be​ ​present​ ​at​ ​the​ ​gym

• Decent​ ​crowd​ ​should​ ​be​ ​present​ ​at​ ​the​ ​gym

Process  1. Search​ ​for​ ​gyms​ ​near​ ​me​ ​on​ ​Google​ ​search

2. Ask​ ​friends​ ​and​ ​colleagues​ ​for​ ​recommendations

3. Check​ ​out​ ​online​ ​reviews​ ​of​ ​all​ ​the​ ​gyms​ ​found​ ​online​ ​and​ ​via

recommendations.

4. Narrow​ ​down​ ​the​ ​list​ ​to​ ​2-3​ ​and​ ​pick​ ​one​ ​to​ ​first​ ​go​ ​personally​ ​and

check​ ​out​ ​the​ ​gym

5. Talk​ ​to​ ​the​ ​manager​ ​and​ ​view​ ​the​ ​facilities​ ​of​ ​the​ ​gym

6. Opt​ ​for​ ​the​ ​free​ ​trial​ ​offered​ ​by​ ​the​ ​gym

7. Talk​ ​to​ ​the​ ​personal​ ​trainers​ ​and​ ​get​ ​a​ ​better​ ​idea​ ​at​ ​their​ ​skills.

8. Go​ ​for​ ​the​ ​trial​ ​session​ ​and​ ​use​ ​the​ ​facilities

9. If​ ​I​ ​like​ ​the​ ​experience,​ ​negotiate​ ​for​ ​a​ ​deal​ ​with​ ​the​ ​manager​ ​for

suitable​ ​pricing​ ​options

8 
 
 10. Take​ ​up​ ​the​ ​gym​ ​subscription​ ​if​ ​my​ ​price​ ​needs​ ​are​ ​met

Experience  • Frustration​ ​because​ ​of​ ​limited​ ​feedback​ ​online​ ​and​ ​offline

• Frustration​ ​because​ ​of​ ​lack​ ​of​ ​credibility​ ​of​ ​reviews

• Gym​ ​manager​ ​was​ ​trying​ ​to​ ​sell​ ​too​ ​persuasively

• Fitness​ ​instructors​ ​could​ ​not​ ​communicate​ ​effectively​ ​and​ ​were

rude

• Can't​ ​gauge​ ​an​ ​experience​ ​over​ ​3-6​ ​months​ ​just​ ​after​ ​one​ ​trial

Touchpoints  • While​ ​searching​ ​for​ ​a​ ​gym:​ ​Google,​ ​websites,

friends/colleagues/family,​ ​mobile​ ​apps

• Personal​ ​visit​ ​to​ ​gym:​ ​Gym​ ​managers,​ ​fitness​ ​instructors,

equipment,​ ​amenities

• While​ ​enrolling​ ​into​ ​the​ ​gym:​ ​Gym​ ​manager,​ ​forms,​ ​payment

gateways

Pain-points  • Friends​ ​and​ ​colleagues​ ​don’t​ ​know​ ​too​ ​much​ ​about​ ​gyms.

• Lack​ ​of​ ​trust​ ​for​ ​online​ ​reviews

• Irritating​ ​gym​ ​manager​ ​trying​ ​too​ ​hard​ ​to​ ​sell​ ​the​ ​membership

• Certain​ ​preferred​ ​equipment​ ​not​ ​present

• Frustrated​ ​because​ ​of​ ​rude​ ​instructors

• Added​ ​tax​ ​on​ ​mentioned​ ​membership​ ​rates

9 
 
 Ideas  • An​ ​app​ ​which​ ​lists​ ​all​ ​gyms​ ​nearby

• Multiple​ ​reviews​ ​of​ ​each​ ​gym​ ​along​ ​with​ ​photos

• Ratings​ ​of​ ​instructors​ ​and​ ​their​ ​profile

• Transparent​ ​pricing.​ ​Display​ ​prices​ ​inclusive​ ​of​ ​all​ ​add-ons.

• Allow​ ​flexible​ ​memberships​ ​for​ ​different​ ​gyms

 
 
 
 
 
 
User​ ​Journey​ ​Map​ ​2 

User​ ​Goal  To​ ​buy​ ​the​ ​membership​ ​for​ ​the​ ​gym 

User​ ​Expectations  • Cordial​ ​gym​ ​staff

• Flexible​ ​and​ ​affordable​ ​membership​ ​plans​ ​(monthly,​ ​quarterly,

yearly,​ ​w​ ​or​ ​w/o​ ​personal​ ​trainer,​ ​with​ ​different​ ​activities)

• Knowledgeable​ ​trainer​ ​whom​ ​I​ ​can​ ​look​ ​up​ ​to​ ​for​ ​inspiration​ ​and

motivation​ ​regarding​ ​exercise​ ​and​ ​diet

• Decent​ ​crowd​ ​should​ ​be​ ​present​ ​at​ ​the​ ​gym

• Additional​ ​items​ ​should​ ​be​ ​given​ ​after​ ​buying​ ​the​ ​gym​ ​membership

(Shaker,​ ​bags​ ​etc)

• Total​ ​cost​ ​should​ ​be​ ​communicated​ ​effectively​ ​along​ ​with​ ​all​ ​the

add-ons​ ​like​ ​tax

• Provision​ ​for​ ​different​ ​avenues​ ​for​ ​payment​ ​(Card,​ ​Net-banking,

Mobile​ ​wallets​ ​etc)

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 Process  1. Sit​ ​with​ ​the​ ​gym​ ​manager​ ​and​ ​discuss​ ​membership​ ​plans

2. Check​ ​out​ ​all​ ​the​ ​plans​ ​based​ ​on​ ​time​ ​and​ ​also​ ​based​ ​on​ ​fitness

goals

3. Pick​ ​a​ ​gym​ ​membership​ ​time​ ​frame

4. Speak​ ​to​ ​the​ ​trainer​ ​and​ ​pick​ ​best​ ​plan​ ​based​ ​on​ ​fitness​ ​goals

5. Pick​ ​final​ ​plan​ ​and​ ​proceed​ ​for​ ​payment

6. Gym​ ​manager​ ​provides​ ​multiple​ ​payment​ ​options​ ​(Cash,​ ​card,

online​ ​payments)

7. Choose​ ​preferred​ ​mode​ ​of​ ​payment​ ​and​ ​pay​ ​for​ ​the​ ​membership

8. ​ ​Collect​ ​gym​ ​id​ ​and​ ​goodies​ ​offered

Experience  • Frustration​ ​because​ ​of​ ​rude​ ​gym​ ​staff

• Lack​ ​of​ ​flexibility​ ​in​ ​plans​ ​makes​ ​the​ ​user​ ​disappointed.​ ​Wanted

options​ ​where​ ​he​ ​could​ ​avail​ ​selected​ ​features​ ​like​ ​yoga​ ​etc.

• Lack​ ​of​ ​nutrition​ ​knowledge​ ​of​ ​the​ ​gym​ ​staff​ ​frustrated​ ​the​ ​user

• Price​ ​wasn’t​ ​communicated​ ​effectively,​ ​i.e,​ ​without​ ​tax

• Gym​ ​manager​ ​wanted​ ​only​ ​cash​ ​or​ ​card.​ ​No​ ​form​ ​of​ ​online

payments​ ​accepted.

• User​ ​did​ ​not​ ​get​ ​any​ ​free​ ​goodies​ ​after​ ​being​ ​a​ ​member,​ ​but​ ​only

promises

Touchpoints  • Gym​ ​manager,​ ​fitness​ ​instructors,​ ​membership​ ​plans​ ​brochure,

payment​ ​gateways,​ ​gym​ ​website

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 Pain-points  • Gym​ ​manager​ ​over​ ​selling​ ​the​ ​membership.

• Frustrated​ ​because​ ​of​ ​rude​ ​instructors​ ​and​ ​gym​ ​manager

• Added​ ​tax​ ​on​ ​mentioned​ ​membership​ ​rates

• Limited​ ​payment​ ​options

• Membership​ ​plans​ ​aren't​ ​flexible

• Credit​ ​card​ ​charged​ ​twice​ ​during​ ​payment

Ideas  • Offer​ ​flexible​ ​gym​ ​plans​ ​based​ ​on​ ​workout​ ​goals.​ ​A-la​ ​carte​ ​model

where​ ​price​ ​is​ ​based​ ​on​ ​the​ ​amount​ ​of​ ​featured​ ​one​ ​selects

• Offer​ ​nutritional​ ​information​ ​on​ ​apps,​ ​on​ ​the​ ​gym​ ​site

• Create​ ​an​ ​end​ ​to​ ​end​ ​structure​ ​which​ ​includes​ ​payment​ ​online​ ​and

using​ ​multiple​ ​avenues

• Offer​ ​membership​ ​at​ ​different​ ​franchises​ ​and​ ​maintain​ ​the​ ​data

using​ ​an​ ​app

• Keep​ ​regular​ ​fitness​ ​checks​ ​on​ ​the​ ​trainers​ ​every​ ​month.

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