Role: Product Design

SELECTED PROJECT: Improving the First Time User Experience

The Original First Time User Experience - PumpUp is a fitness app with over 6 million downloads and after going through a series of iterations, the team decided that the workout would no longer be free and move to a paid subscription model. The app had a series of issues after this model was adopted and I was asked to determine what the biggest issues with with onboarding and clarity. After conducting a series of user interviews, we discovered that one of the common issues was users coming into the App. The biggest three issues were:

1. Seeing the opening page, have little understanding of what the visuals meant and then be required to give an email and register.

2. After the registration the user would be dropped into a series of workout programs, without any direction. 

3. When the user finally decided to begin their workout, a premium payment subscription screen would pop up, often resulting in a negative experience for the user. The user feeling that there was no prior indictation that this was a paid subscription.

The flow was as follows(Balsamiq):

The Sign Up happened before the product was able to build a relationship and then the user would have no idea it was a paid subscription until they decided to work out. The pinch happened at a time where the users would be conflicted. They were ready to work out and were left with a negative surprise that the app needed an annual subscription.

So how were we going to solve this problem?

We knew there was 3 clear objectives:

1. Build a better relationship during the Onboarding Process

2. Improve the Main Screen, understanding what users wanted to see and offer discoverability

3. Clarify and test the location of new Premium Payment Screens

We decided to introduce a series of A/B tests to figure out how we could convert potential users. The three new user flows introduced elements at different times. Our original flow asked users for personal details too early and introduced the payment screen too late. Because of that, users were turned off from converting. 

1. Building a better relationship during the Onboarding Process

The first step was to tailor fit a workout to incoming users. This was done through a series of questions to learn how advanced our user was. After a series of mockups/user tests we arrived at the following:

2. Improving the Main Screen, understanding what users wanted to see

With the signup process completed, the next step was to improve the main menu. Instead of being dropped into a series of workout programs, we wanted to help users begin with a program customized to their preferences in the sign up. We wanted to allow for a more welcoming experience that would help users get a better feel for what PumpUP is and what the product could offer them.

3. Clarifying and testing the location of new Premium Payment Screens

The feedback from the earlier iterations of the premium screens left the users often feeling confused. 

We decided to A/B test which screens performed the best. Both iterations focused on the features that the product offered including a preview of their workouts.


The user tests conducted after the launch of the product was largely successful. 

1. During the onboarding process those entering the app did not mind the extra questions and everyone was pleasantly surprised when they were met with a workout/program suggestions that matched what they were looking for. 

2. The main screen now offered a much wider selection of workouts and users were digging further into the app. 

3. The premium screen A/B test was largely successful. Over the course of a month we were able to test the three screens against each other and the new screens were largely more successful than the older one. 

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