ProdHive

B.A.S.H 5.0
TEAM - MEN IN BLACK
 COMPANY OVERVIEW
Overview
Company: MyFitnessPal, Inc Type: Public
Founders: Mike Lee, Albert Lee Employees: 234(by Dec. 31, 2022
MyFitnessPal is smartphone application Parent Company: Francisco Partners Annual Revenue: $171 mm(2021)
which uses gamification elements, for CEO: Tricia Han Headquarters: Baltimore, Maryland
Year founded: 2005 User Base: 200 million
exercise and diet management.

2005 2016 2020

2015 2017 2021

Developed by Mike Acquired by athletic Introduced a Founders Albert Lee Under Armour sold Partnered with
Lee & Albert Lee apparel maker, Under premium and Mike Lee it to the private Sprouts Farmers
later joining him to Armour, equity firm Market. & introduced
subscription tier for departed from the
launch the app and in a deal worth $345 Francisco Partners to new healthy recipe
its application. company to pursue
the company for $345 million ideas, food and
million, a loss of $130 other business health-related articles
million on the price ventures. and other content
 Competitors:
Personalization is not only a crucial
capability, it’s one that punches above its
weight, no matter whether the company is a
digital native, a brick-and-mortar player, or a
behind-the-scenes producer or supplier.

STRENGTHS WEAKNESSES OPPORTUNITIES THREATS

Established brand with a large user
base
User-friendly interface
Comprehensive database of foods and
exercises
Integration with other apps
Social features
Data privacy concerns
Limited customization options
Inaccurate data in the user-generated
database
Expansion into new markets
Personalization using AI and
machine learning
Partnerships with fitness
equipment manufacturers and
gyms
Competition from other fitness
and wellness apps
Changing consumer preferences
Regulatory changes impacting
data privacy and user data
collection.
 USER ENGANGEMENT & RETENTION
USER PERSONA

Name: Naman Singh

Age: 26
Gender: Male
Height: 5' 9"
Weight: 90 kg
Profession: IT Job
Goals: Lose Weight

MyFitnessPal is a health and fitness app. User engagement analysis of MyFitnessPal

The platform has a substantial and dedicated user base, indicating that it has

been successful in retaining users over time.

MyFitnessPal has established a strong
reputation in the fitness and nutrition users don’t like filling out numerous fields. This is the biggest thing where MyFitnessPal
community.

Health professionals and influencers frequently recommend the platform,

didn't stand out, users have to go through various details about themselves on the app
through the signup process which makes the user frustrated and leading to the lesser
which suggests that users are likely to remain loyal to it.
retention of users on the app.

The company has encountered a recent obstacle that could jeopardize its The onboarding experieence of MyfitnessPal leads to the
achievements.
poor user retention, when a user aarives on the app
One of the difficulties the company is facing is in retaining users who
download the app.
Users tend to stop using the app after the initial few days of downloading
it.
 USER RETENTION
Onboarding
A smooth onboarding experience is crucial for retaining users. It accelerates
their progression and highlights key features. A complex process may lead to
loss of user interest

Activation
Upon completing the onboarding process, activation is the stage where users
comprehend the value of your product in relation to their daily activities, leading
to increased loyalty among active users.

Habitual Use
The final step in user retention involves establishing usage habits, where users
perceive the product as indispensable and integrate it into their daily routines on
a personal level.

THE PRODUCT IS MISSING SOMETHING THE USER RETENTION SO LOW.. WHY??

USER VALUES

Team research shows users seek motivation and LACK OF MOTIVATION

gamification in fitness apps; competitors use
challenges and rewards to keep users engaged.
To boost adherence to a fitness routine, include social
elements in your app. These can include connecting with
MyFitnessPal lacks motivational messaging and friends, sharing progress, and joining virtual fitness
rewards, leaving users unsupported without challenges.
acknowledgment of workout milestones or streaks.
 SOLVING THE PROBLEM
1. ONBOARDING
ENGAGING THE ONBOARDING.
The app is designed for quick and easy activation
Scrolling is used instead of typing
Linked with Google for easy login
Unnecessary screen visuals during setup have been removed
Creating a smooth and easy new user onboarding experience is important
It helps users move to the next phase faster
It directs visitors' attention to the most important features
A complicated or confusing process can cause the user to lose interest
PITFALLS
Having too long app walkthroughs.
Not allowing users the option to skip onboarding steps.
Asking for a sign-up in the first session.
Not celebrating success with the user.
Bombarding users with too many permission questions.
2. ACTIVATION
MOST IMPORTANT FACTOR-THE UI
The user interface (UI) is crucial for any app
The UI is the primary point of interaction between the user and the app
If the UI is not simple and intuitive, users may lose interest
If users lose interest, they may stop using the app
If users stop using the app, it can ultimately lead to the downfall of the company
Design a simple, intuitive UI
Use engagement hooks in your app
Prompt users to return to your app
Gather feedback from churned and active users
Use product analytics to continuously improve your app
Resolve technical and glaring UX issues
Provide excellent customer service and support
https://www.figma.com/proto/KhXVpDiRj9IRrOXiLBRWab/Prodive?node-
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 SOLVING THE PROBLEM
3. HABITUAL USE
GAMIFYING THE APP.
Fitness gamification involves adding gamelike elements to fitness tasks
such as daily workouts, exercise routines, and strength training.
Gamified fitness often uses fitness tracking apps, such as pedometers
or rep-counters, to monitor progress.
The apps reward users for achieving goals and reaching milestones.
STREAK STATEGY
The app uses a gamification strategy called "The Streak" to encourage
users to form daily habits.
The Streak rewards and incentivizes users for using the platform daily.
Users can earn badges for their daily activity, which helps to motivate
them to continue using the app.
Losing a streak is a negative experience for users, which makes them
more motivated to continue using the app to maintain their streak.
The app also offers achievement badges that are permanent, giving
users a sense of accomplishment and pride in their progress.
There are several ways MyFitnessPal could use gamification to enhance
user engagement:
1. Showing users their progress to encourage desired behavior
2. Creating virtual badges and points collections to reward actions that
promote good health
3. Creating personalized challenges to increase user enjoyment
4. Establishing a referral program in which users receive a free month by
sharing the app or their progress with friends and family
One potential implementation idea for MyFitnessPal involves
partnering with major e-commerce companies.
Users could use the points they earn on the fitness app to obtain
discounts on products from the e-commerce websites.
This partnership would benefit both parties by allowing the e-
commerce companies to advertise their products on the fitness app,
while MyFitnessPal users would be incentivized to continue using the
app to earn points for discounts.
HEALTH APPS THAT HAS
ADOPTED GAMIFICATION.
 SOLVING THE PROBLEM
Making rewards seem more important than results

Rewards in e-learning are meant to be a means to an end.

E-learning badges and points serve to motivate online learners, maintain
their attention, and encourage their engagement.
E-learning designers should first determine the learning objectives, and
then consider how game mechanics can be used to achieve those
objectives.
The use of game mechanics should not be the starting point of e-learning
design.

The use of certain game mechanics can decrease engagement.
The reward must be desirable and worth the effort for the learner.
Game mechanics must align with the desired behaviors or learning
objectives.
Badges are a popular choice of game mechanic that attest to a certain skill
level.
Badges can be displayed on the learner's profile.
Trigger: External triggers prompt users to act, such as a phone notification or alarm
clock."
Action: This is the resulting behavior from a trigger, such as checking a phone
notification to relieve the curiosity about inbox content.".
Variable Reward: Checking your email offers an unpredictable reward - the
potential for game-changing messages. This surprise factor, known as a 'variable
reward,' is what habituates people to check their email.
Investment: Improved user experience with each cycle increases the likelihood of
habit formation.

PROTOTYPE LINK IS HERE!!!!!

https://www.figma.com/proto/KhXVpDiRj9IRrOXiLBRWab/Prodive?node-
id=1-4&scaling=scale-down&page-id=0%3A1&starting-point-node-
id=1%3A4&show-proto-sidebar=1
 THANK YOU!!
TEAM: Men in Black
TEAM MEMBERS:

AARUSH GOYAL GOVERDHAN GUPTA ABDULLAH RAZA AAYUSH MANRO