FitWay Gym Management Software
About FitWay
Fitway India is a fitness company that helps people reach their fitness goals. They offer a wide range of products and services, including fitness wearables, sportswear, and online fitness coaching. They are committed to helping people live healthier lives, and they believe that everyone should have access to the resources they need to be fit and healthy.
Company Website: https://thefitway.io/
Fitway Gym Management Software
Fitway CRM is a software designed and sold by Fitway to over 300 small to large-scale gym owners in India to manage their gym.
My Contribution
As Lead Designer in a 3-member design team. I conducted user research, redesigned personas, and developed a comprehensive design system covering visuals, UX, and motion. We focused on key features like Personal Training, Classes, Reports, and Feedback Management.
Company & Product
Fitway, India
CRM Software
Duration
12 Months
November 2021
Responsibilities
UX Research, UX Design, UI Design, Prototyping
Here's a 1 min TL;DR version.
What did I do?
I led the redesign intended to create a powerful analytical gym management software for Fitway's users. The challenge was to increase engagement & revenue generation which was negatively impacting both Fitway's software sales & gym owners' sales.
Why was it done?
Fitway's outdated CRM software hindered sales, leaving gym owners hesitant to buy and existing users struggling with customer engagement and revenue. To stay competitive and support users, FitWay initiated a revamp.
What were the constraints?
The whole revamp was to be done in a very strict timeline of 12 months with a team of just 7 members.
What impact did it have?
The sales went up by 28%.
What did I learn?
The thrill and challenges of designing for core production software and the power of AI for making solid data-driven decisions to upscale the business.
Before
After
Impact Metrics
Revenue growth rate (RGR) increased by 40%
Member Engagement Index (MEI) increased by 14%
Trainer Utilization Rate increased to 87.5%
1. Problem & Context
FitWay faced challenges in selling its CRM software due to its outdated nature and lack of new features. Consequently, potential gym owners hesitated to purchase the software, while existing users struggled to boost customer engagement and revenue. To remain competitive and assist current users in upscaling their businesses, FitWay initiated a revamp of the software.
Total Gym Accounts
324
Acquisition per month
10
Retention Rate
-28%
There were serious problems with retention & engagement. To understand how the current product fits into users' broader everyday routines and where it falls short to help identify areas of need for the redesign, I interviewed over 5o target users to collect in-depth information on user opinions, experiences, and feelings.
2. User Research
Semi-structured Interviews
​​We conducted over 50 semi-structured interviews to speak to multiple current users (issues they face) and potential clients (what’s stopping them from opting for the product)
Cohort 1: User Type (Club Owner) : Top Tier Gyms/Fitness clubs (6–7 gyms)
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Cohort 2: User Type (Owner/Trainer) : Mid/Low Tier Gyms
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Cohort 3: User Type (Manager) : Mid Tier gyms
Who were the people we were building for?
Jon Doe
Age: 52
Work: Gym Owner
Education: Graduate
Motivation
-
Client Retention
-
Member Acquisition
-
Ease of Operations
Frustration
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Client Retention
-
Member Acquisition
-
Ease of Operations
Income Level
Tech Saviness
"Its hard for me to get enrollments these days in the gym"
For 2 years, he's managed his gym and staff, but struggles to gain new clients. Using manual methods like Excel and khatabook. Seeks a cost-conscious app to compete effectively.
Goals
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Lack of client egagement
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Lack of brand awareness
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High attrition rate
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No transperancy in data
Needs
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A management systems that is intuitive and easy to use
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Less friction, more income
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Member app
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Analytical reports
Behaviour
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Extroverted
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Cost Conscious
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Non - tech savvy but ready to learn
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Member focused
3. Research Insights
The user research gave us deep insights into users pain points with the current software and we were able to gauge their expectations with the revamp.
Basic Details about training
schedules
100% gym trainers said that they only had an option to view the schedule of tranining, with no option of customising and adding training sessions.
Static Calender with minimal & less information about sessions
The absence of this option made the gym trainers fulfill their users demand and keep them on track hampering user retention in the gym
Gym Owner
Restricted Revenue Report Customization
40% gym owners lack customization options, leading to a decrease in revenue analysis efficiency, hindering informed decision-making and insights
Limited Analytics & Reports to observe crucial sales insights
Gym owners were unable to access crucial insights needed to analyze revenue trends and plan growth strategies effectively
Old UI: Reports Dashboard
Sales Team
Old UI: Member Dashboard
No option to capture member engagement
60% sales team lacks options to capture member engagement, resulting in reduced insights and hindered decision-making, affecting sales performance and growth.
No Leads Conversion and Sources Tracker
The absence of a leads conversion and sources tracker hampers sales performance, difficult to measure lead conversion rates and identify effective lead sources, resulting in missed growth opportunities
Gym Trainer
Old UI: Training Module
This research helped us uncover critical pain points experienced by our users, highlighting the need for a comprehensive redesign to address these issues effectively. But failed to understand the business needs better, so we decided to study the broader domain to gather further insights for a more informed and impactful solution design.
4. Understanding the domain
We Conducted a UX audit to understand the existing product while thoroughly understanding the requirements to design the product as simple as possible, keeping business objectives in mind, getting to know the users, understanding user objectives, reviewing analytics and a heuristic evaluation.
5. Feature prioritisation workshop
I facilitated a feature mapping workshop with the key stakeholders of the software to brainstorm and define the right set of features to meet the objectives of our users.
6. Goals & Key features
To stick to the problem users faced and to upscale the business, we defined the key set of features after doing the feature prioritization matrix
Reports Managment
Report Management is the motherboard of the “Dashboard Section” which lets our users know their Revenue, Acquisition, Engagement, and Center Performance.
Member Managment
Member management facilitates complete lifecycle control, including lead conversion, package assignment, freezing, transfers, attendance, biometric syncing, and more.
Personal Training Module
Personal Training Module lets the user manage their staff’s virtual training & personal training seamlessly for their gym members.
7. Value Proposition
We defined our goals and key features, then analyzed our competitors. By studying their strategies, we identified unique value propositions for our product, giving us a competitive edge while effectively solving the problem
AI Recommendation
AI recommendation integration into some of the features proving insights to the gym managers, and sales team to do things differently to upscale sales.
Data driven Insights
It would help gym owners to manage their clients better and improve user engagement.
Analytics
Analytics would give a deep understanding about business over the week to the years and this would help make informed decision-making.
After going through all the research phases, we chose to rebuild the entire architecture from scratch rather than making incremental changes. The research showed that the product required a new experience with a distinct lifecycle, necessitating significant modifications. Incremental updates couldn't meet this demand, leading us to opt for a ground-up rebuild.
8. Scoping
As we decided to build the product from scratch, I was tasked with defining the new Information Architecture for the Report Management, Member Management, and Personal Training Module set of features. After over 3 iterations, I was able to come up with the best architecture to address the pain points of our users and upscale the business.
9. Final Designs
Showcasing the main features of Report management and a glimpse of Member management, and Personal training module. Due to NDA, I can share limited screens.
Report Management Dashboard
Problem
Gym owners were unable to access crucial insights needed to analyze revenue trends and plan growth strategies effectively.
Solution
Introduced dedicated Revenue, Acquisition, Engagement and Analytics features, each section showing required analytics information found in the research for gym owners.
Impact
Revenue growth rate (RGR) increased by 40%
Design Highlights
Insights into gym's profile growth
& impressions to measure success
Deeper insights into leads status showcasing
montly comparison
It was important for the gym owners to grab insights into cancellations, the feature also provides further insights into the feedacks received during cancellation to improve user
engagement
Total score generated by
AI recommendation which also drills
down to different sources
Customised report generation
Leads source tracker to optimize lead generation, providing deep insights into the sources with numbers
Total sales reports with comparison to payments received & pending payments helps the gym owners
to grab a solid insight into sales
Member Management Dashboard
Problem
The old dashboard was static with basic gym member information. With no option to see member insights into packages, payments and gather feedback.
Solution
Introduced optimized member dashboard with improved features such as filters with a focus on a subset, tracking end-to-end member journey in a single dashboard which not only solves the above problem but helps with effective lead generation.
Impact
Member Engagement Index (MEI) increased by 14%
Personal Training Module
Main Problem
The old calendar was static with basic training schedule information. With no option to add customized pieces of training and more details about the sessions.
Solution
Optimized and added new features to create a dynamic calendar providing detailed insights into sessions and the ability to track them to increase transparency and improve gym trainers' training hours utilization.
Impact
Trainer Utilization Rate increased to 87.5%
10. Future Scope and learnings
Flexible Vision Through Research
The journey from revamp to reimagining - discovering the true potential of research-driven innovation. Embracing flexibility allowed us to evolve beyond our initial vision, yielding software that began as a revamp and blossomed into a ground-up creation. A vital lesson: openness to change empowers true innovation.
AI Recommendations to Generative AI
Harnessing AI recommendations illuminated the path to efficiency and impact. Now, envision the possibilities of generative AI, poised to propel solutions beyond limits. Embracing generative AI could have propelled our project to exceptional heights, revolutionizing business improvement with comprehensive and dynamic solutions.
