Runkeeper Onboarding

The Problem:

Runkeeper has found that some people download their mobile app, complete the entire setup (or onboarding) process, then never use the app, even once. Our goal was to find a way to get Runkeeper user’s motivated to go on a run of at least 1 mile within the first week of installing the app.

The Solution:

We redesigned Runkeeper’s onboarding process to better capture user’s goals for running, and designed a few systems that would allow the app to offer a more personalized experience for users, including suggested workouts, notifications to encourage users to run, and Goal badges to reward users for making progress.

Step 1: Research and Synthesis

Our client recognized that getting people to run within the first week was tantamount to changing people’s behavior. So our directive was first to gain as much insight as possible into runners’ motivations and habits. I developed interview scripts for both New Runners and Existing Runners, and as a team, we conducted over 20 user interviews. We then consolidated our insights via several rounds of affinity mapping.

We also performed competitive and heuristic analysis on several other runtracking and fitness applications and services, including Map My Run, Strava, Nike Run Club, Endomondo, and Aaptive.

Key Takeaways:

• Additional Persona: “The Rusty Runner”

• People want to be told what to do

• External accountability is a big motivator to run

• A sense of reward/progress is motivating

• Runners comparing their abilities to others or past-self leads to intimidation

• Consistency is key to people’s definition of “a runner”

• Some people run for mental clarity/relaxation

Step 2: Ideation and Design

Based on our research, and discussion with our client, we focused our design on two major areas:

1. Redesigning the onboarding process to better capture users’ goals.

2. Design encouragement/incentive systems to motivate users to go out on a run.

I focused on integrating the existing Training functionality, which lets users set up personalized workout plans, into Runkeeper’s onboarding process, while other team members created a Reminder system to introduce external accountability and remind users to get running, and a Goal badge system to reward users for making progress on their goals.

We took our design from whiteboard user flows, to low fidelity sketches, and finally to high fidelity prototypes to test. I took point on organizing our Sketch files and integrating our designs into a clickable InVision prototype.

Step 3: Testing and Iteration

We performed 3 rounds of usability tests, making changes based on consolidated user feedback after each round. I managed the Sketch files to prevent version conflicts and ensure that each iteration of InVision prototype functioned properly. Changes included modifications to the copy, iconography, and even the user flow of the onboarding process.

Key Takeaways:

• More onboarding screens do not negatively affect experience

• More crowded onboarding screens do negatively affect experience

• Users do not automatically associate Goals in app to their responses during onboarding

• Users do not like being encouraged to pay for additional services until they have actually used the app

Next Steps:

• Further research into runner motivations. Is the app truly capturing individual goals?

• Make the connection between goals/suggested workouts and onboarding questions clearer.

• Develop suggested workouts for those running for mental clarity