Design challenge given to me by a prospective employer. Winter 2021.
The Problem FitFlix wants to become the #1 fitness content app in Latin America AND the highest rated fitness app (NPS) but doesn’t know how to retain customers during its period of hyper-growth. FitFlix offers a 48-hour free trial with high conversion, but lacking retention. Its price point is also mid-way compared to its competitors in the LATAM region.
The Solution Create an app that prioritizes technology and customer satisfaction that’s highly customizable and fun for the user in 3 days.
My Role UX Designer
Deliverables 1 Proto-persona, 2 Wireframes (desktop & mobile), 1 Mid-Fidelity mobile mockup, 1 Cardsort, 1 Competitive Analysis of 3 competitors, 1 Customer Journey, 2 User Flows, and 1 Style Guide.
Approach
I broke up the challenge into 3 chunks (one for each day) and thought of it as a Design Sprint guided by Design Thinking.
Methodology
Design Sprint
Day 1: Discovery and UX Research (competitive analysis, second-hand research, cardsort, persona, etc.)
Day 2: Synthesis of Discovery, Customer Journey, and User flows.
Day 3: Style Guide, Wireframes, Mockup, and creating a 14-slide presentation deck on Figma.
FitFlix is a fitness app that produces 500 articles a month and 250 videos per month.
Competitors
I spent the first day looking at competitors and trying to learn as much as possible in regards to who are their users, pain-points, and advantages. FitFlix is not a real app and the employer didn’t give me any data set, so most of the discovery was based on second-hand research. If this had been a real project, I would have done a Heuristic Analysis on each competitor.
Proto-Persona
After a day of discovery based on competitive analysis and second-hand research, I created the following proto-persona. The design brief hinted at creating a proto-persona so I was sure to include one!
Cardsort
The job post mentioned Cardsorts, so I made sure to include one as a deliverable. I wanted to show them something with real user data so I quickly set up a free open cardsort using Optical Workshop. I recruited friends and family who I thought/knew would use a similar product. I was able to gather 6 recruits within a few hours of the first day.
Customer Journey
Information Architecture & User Flows
I started thinking about how the user would interact with FitFlix and what would be the key user flows. I made two user flows for my presentation, but here’s one showing how the user would take a yoga class on the app version of FitFlix.
You can see that I made the user flow after the cardsort because the 4 categories (Mi Perfil, Bienestar, Ejercicio, and Nutricion) were the winning categories of the cardsort!
Wireframes & Mockups
On the third day, I spent time sketching and making my mockup on Figma. I also made the presentation using Figma on the third day. The challenge said I should make wireframes for both a mobile and a desktop version so I decided to sketch those on paper. I made the mockup on the mobile version modifying a design I previously used. One key takeaway I learned from working at a design studio is to “use what you have.”
Visual Design
I added the Visual Design element to my presentation to show the Product Team that I thought about the product as a whole - from ideation to shipping. This wasn’t asked of me in the brief, but I thought to go big or go home. One PO complimented the addition of this slide during the Q&A portion of my presentation so it was worth it!
Presenting my Findings
I sent off the PDF and hoped for the best, the following day the employer asked me to present my findings to the entire Product Team. I was excited to show them how I came up with my solution and present my work. After I presented to them (around 40 min.) and answered their rapid-fire questions (15 min.), HR told me that was the final interview and they would choose the next day. About 20 minutes after the interview, HR emailed me asking to schedule a call with them the following Monday (it was a Thursday, so my weekend was riddled with anxiety). On Monday, the call ended up being another interview which confused me. At the end of the call, HR said they would email me and they also sounded really optimistic during the call so I was feeling confident.
HR ended up ghosting me. I’ve emailed the company multiple times and I have not heard back. I guess I didn’t get the job.
Reflections
I made sure to use all the time available I had in the 3 days so that I could add as many deliverables to the challenge as possible. I knew this employer was looking for a designer that would work on UX 100% of the time, so I made sure to show a wide range of deliverables. I would say I put in about 24-30 hours of work into this challenge, all unpaid. The silver lining is that I made a presentation and deliverables in a short amount of time which I’m all really proud to showcase here for you.