Product Design
Relive: Personal Goals
Research and Discovery
The starting point of this project was an assumption that we validated over time. Relive is great for epic activities, but not for a casual run or a simple walk through the park. We talked to a ton of users on how they used Relive and send multiple surveys to get a clear view that went beyond single observations. Here’s the sumarized results.
Relive was a tool for most users to get a 3d video of their activity. People rarely strayed from their video creation path within the app. (Validated with data.) Because of this, users didn’t feel their activitities contributed to anything other then the video. Some of the features that might help mitigate this feeling were not discovered.
All of these things led to a retention that was sub-optimal. I led a team wide effort to go from our collective research to these insights, hypothesis and concepts that followed.
Getting to the goal
At Relive we use a bet and initiative construction to get everyone on the same page and align our focus. Our initiative focused on the main insight in the discovery session: ”Users don't feel their activities contribute to anything other than the video.” This in turn led to the initiative: Make every activity feel like it counts.
Quite early on we found signals that retention of users that were able to set a Personal Goal were vastly higher as compared to the control group. Throughout the span of a couple of weeks we slowly iterated on multiple flows and features regarding Personal Goals. Some of these were:
Let users set an optional personal goal during onboarding.
Show progress on their personal goal.
Nudge people into contributing to their personal goal.
Outcome, not output
It is important to note that we didn’t immediately go into gamification features, but explored with simpler mechanics how people would react to these and other ideas. Often this would be an email, or a pretotype within the app to test if users would see or click it.
As an example, we made a simple artefact if someone hit a 20km activity, and mailed it to them as a ‘reward’ with a button that led to the app that hinted at more challenges and rewards. This was one of the tests that validated that there certainly was an interest among our users in a reward system, and we started building from that.
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