RUN YOUR CITY
PIVOT FROM MOBILE TO WEB
OVERVIEW
OBJECTIVE
To help Run Your City acquire and maintain a stronger user base by re-designing the mobile app to be more user-friendly.
BACKGROUND
Run Your City is mobile app created to connect users with run clubs and schedule runs. After it's launch the app is not generating new users and it's current ones are not engaging with the app.
OBSTACLES
Immersive research in the running community. We had to run over 25k in order to talk to real runners and understand their world.
Stakeholders time and emotional investment in creating the mobile app, which met the pivot proposal with resistance.
Established habits with world known renowned running apps and devices like Strava, Endomondo, Garmin, Apple Watch.
SOLUTION
A trusted and reliable responsive website that serves a prime resource for the running community as a whole, regardless of run club interest or status.
BEFORE / AFTER:
RUN YOUR CITY MOBILE APP/WEBSITE REDESIGN
TEAM
CEO - Stakeholder
Product Manager
Researcher
Research Lead
Front End Developer
Nathalie Perez: UX UI Lead
TOOLS
Sketch
Invision
SurveyMonkey
TIME
2 Months
METHODOLOGY
Agile Scrum with Lean UX
RESEARCH
People interviewed: 65 +
Run Clubs interviewed: 16
Countries covered: 3
OUR PERSONAS
An independent runner, who is a prospect to join run clubs and is also looking for resources to improve his performance. This person runs marathons and runs regularly by himself.
The run club leader who plans runs and motivates her run club. She is constantly looking for ways to improve her community as a whole.
COMPETITORS
The majority of the users interviewed expressed a very well established habit with their app of choice and no need to try anything different.
These apps enforce a sense of community, challenge and endorsement which are incentives needed at all times even if running alone or in a group. Other users chose not to use any type of app for running purposes because the run to get away from technology.
CAUSES FOR LACK OF ENGAGEMENT
100% of run clubs use social media as a way to communicate with their members.
They have a set meeting point, day and time that take place rain or shine.
The app was not serving any needs or pain points.
IDEATION, SKETCHING & WIREFRAMING
Our research showed a need to find trustful and unbiased information for fitness, health, gear reviews, etc.
How runners currently come to this information is by word of mouth or other trusted resources.
Individual runners mentioned how they were intimidated by run clubs. Besides finding a suitable run schedule we wanted to alleviate fear by providing a directory with brief descriptions filled by run clubs themselves. We found a gap in the market for a tool that would allow runners to identify with the run club convenient to them.
While keeping the business goal of addressing Run Clubs, we decided on pivoting to a one stop for all their information needs.
MOBILE APP SITE MAP
PIVOT WEBSITE SITEMAP
USER FLOW TO FIND RUN CLUBS
USER FLOW TO FIND ARTICLES
PIVOT SOLUTION
In our research we discovered runners need to find constantly trustful and non biased information for fitness, health, gear reviews, etc. They would come to this information by word of mouth or other trusted resources.
The pivot consists in responsive website with a run club directory by location and a source of aggregated content by trusted and reliable resources for the running community as a whole, regardless of run club interest or status.
