Raunaq Shah

cult.live web 2.0 had many careful improvements!

Easier Navigation with on-the-face tabs that communicates all that cult.live offers at a glance.

An easy-to-manage ‘For You’ section that was a minor yet important step in making the product more goal-focused.

Always-in-view streaks, weekly goal & lifetime stats to motivate members workout more often.

By now, we believed that streaks & goals can work & being goal-focused helps our members stay regular.

We added our learnings from the experiments in the mobile medium of cult.live and implemented them in a very lightweight, quick-to-execute way to see the impact.

Web had more WAUs. So we took the learnings to cult.live web.

Web had almost all of the same drawbacks as seen in the mobile app — Confusing Navigation, No Completion Closure etc — except the bigger screen delivered a perceptibly better experience.

EXTRA: IMPROVING THE WEB EXPERIENCE

Credits to our awesome motion designer (excuse the copy)

Create delight through motion.

I took this opportunity to learn After Effects & take a stab at creating a motion draft before reaching out to the in-house motion designer.

result.

a Duolingo-biased mood board

This quarter demanded a visual design mindset

So I changed gears from product thinking to a more explorative visual (UI) thinking to craft delightful experiences from scratch.

Weekly Goals reminds the goal & gives closure to the effort.

→ User sets a weekly workouts goal (initially)
→ Incrementing class count after class gives a sense of closure
→ We call-out how many left for this week

Now you had to just…

Open App.
Start Workout.
Complete Workout.
See Streak.

Weekly streaks & goals give closure to the effort & keep the goal clear & shining.

Programs had silently become the most successful feature on cult.live post-covid. 1 in 3 users following a program would come back again in the same week to workout.

Now user had to just...

Open App. Click on Fitness. Start Workout. Repeat next day!

NEXT QUARTER

Experience when user enrolls

We designed for many cohorts, especially ‘new trials’ & iterated multiple micro versions based on A/B testings. Not including those to keep things simple.

Programs 2.0

Find the Program. Scroll to Day X. Start Workout. Repeat everytime!

Find the Program.

Scroll to Day X.

Start Workout.

Repeat everytime!

But today you need to...

Programs are goal-focused workouts crafted by experts.

Programs had silently become the most successful feature on cult.live post-covid.

1 in 3 users following a program would come back again in the same week to workout.

I ran a 4-hour brainstorming workshop for the team.

After many discussions with PMs & Product Heads, we decided to take an experimentative attitude & test following ideas that came from the group during the workshop

So we concluded cult.live should have...

We collectively realised

“Our users deeply valued the convenience afforded by cult.live. Variety of workouts was a second important need of the users.”

I ran a journey map workshop to help the team empathise with Anandita.

Along with the researcher I designed & conducted a UJM Workshop

Meet Anandita.

Our awesome researcher, had created a clear persona

OUR RESEARCHER CREATED A PERSONA

& many more findings.

“I am a 38 years-old working women with hectic work schedule. I am an IT professional.”

“I regularly workout from home every week. I prefer my living room to workout. I like to workout alone.”

“I prefer to workout from home to lose weight & stay fit. I hate travelling. It is time-consuming & inconvenient.”

“My favourite formats are Yoga & Dance. I do at-home classes at least twice a week.”

“I usually workout in the evening after work at 7:00 PM and sometimes in the morning before work. Rarely, I try to slip in a workout between work if I happen to have 30-40 minutes perhaps due to meetings rescheduling.”

“At-home workouts are convenient & fun. I just have to start the workout & follow the awesome trainers for next half an hour.”

“At-home programs are good. I don’t have to find what workout to do everyday. But I like to try new workouts & formats from time to time.”

A typical user takes 10+ minutes to find a workout!

Discovery Experience needs to be better

INCONVENIENT

Programs have high rates of weekly engagement.

Programs are a meaningful sequence of workouts crafted by experts to serve a specific fitness goal. We found that people who do a program were 30% more likely to come to workout again in the same week.

PROMISING

PRESCRIPTIVE-APPROACH

Real-time workouts don’t add a lot to the user’s life.

Interactive Live & Live classes don’t have strong ROI compared to pre-recorded on-demand classes. Furthermore, the former make it less convenient because user needs to schedule & arrive at a set time.

REMOVE FEATURE

88% of users would be disappointed if cult.live was discontinued

Survey results found

SURVEY RESULTS FOUND

serious = Take Action Regularly [What to do today?]

serious = Show Progress Frequently [Track Progress]

We believed that cult.live should be a more serious fitness product.

“feeling stuck”

“how do I start?”

“don’t know what best for me”

the cult.live team as a solo sr. designer. I saw a huge opportunity to exercise product design skills as well as product thinking & newfound facilitation skills while working with the product managers, fitness experts & developers.

the cult.live team as a solo sr. designer.

I saw a huge opportunity to exercise product design skills as well as product thinking & newfound facilitation skills while working with the product managers, fitness experts & developers.

“I joined...

1.5 YEARS LATER FROM THE LAUNCH OF CULT.LIVE

But, introducing paywall post-covid slowed it down.

As gyms & cult centers opened after covid lockdown people started working out of home & cult.live just like the most online fitness products saw an equally large shrinkage in their DAUs. Paywall was also introduced around this time.

With people being forced to stay indoors, cult.live offered them a quick & easy way to workout from the comfort of their home. This led to the highest product acquisition in cult’s history in just a couple of quarters! This can be attributed to 2 USPs:

of workouts across 6+ formats allowed users to explore different forms of workouts & find something that worked for them.

of workouts across 6+ formats allowed users to explore different forms of workouts & find what that worked for them.

huge variety

used computer vision tech & device camera to convert user movements into an energy score which allowed real-time competiton between all users working out at the same time in a given workout.

energy meter

Apple Fitness’sburn bar came later

Apple Fitness’s burn bar came later

USER FINDING

“Energy meter is a good push in cardio & dance. Not in Yoga.”

cult.live became the star product with 1 mn+ users!

cult.live became the star product with

1 mn+ users!

cult.live had too many things going on...

covid pushed cult to create cult.live

During the Covid lockdown of 2020 in India, the core fitness offering of cult.fit, the at-center group workouts, was put on pause & the revenue took a serious hit. Hence, cult’s strictly online fitness product, LIVE came into existence to make working out from home easy.

PRODUCT ODYSSEY • 2022

How might we motivate cult members to workout from home to achieve their fitness goals?

cult.fit

↑ 88% trial to purchase conversions
↑ 2% trial declines → increased intent quality of trials
↑ 2.6% avg meaningful workout completion

↑ 88% trial to purchase conversions
↑ 2% trial declines
↑ 2.6% avg workout completion

STRATEGY

PROGRAMS 2.0

STREAKS+MORE

prototype.

A/B test.

WEB-DISCOVERY

prototype.

test.

We improved the in-session experience

User can see themselves while working out to tally their posture compared to the trainers.

Cleaned up the interface controls as per the best practises to make interactions smoother & intuitive

Established a consistency between the mobile & web in-session interaction experience

Due to changing business priorities cult.live was put in back burner & we couldn't take it forward...

😔