What features could EGYM add to its mobile app to increase user engagement and workout consistency?

Introduction

To increase user engagement and workout consistency for EGYM's mobile app, we need to identify key features that align with user needs and motivations. I'll analyze the current product context, user segments, pain points, and potential solutions to develop a strategic roadmap for app improvement.

Step 1

Clarifying Questions (5 mins)

• Looking at EGYM's position in the fitness tech market, I'm curious about the app's current user base and retention rates. Could you share some insights on our user demographics and how long they typically stay engaged with the app?

Why it matters: This helps us understand who we're designing for and where we're losing users. Expected answer: Primarily 25-45 year olds, with a 60% retention rate after 3 months. Impact on approach: Would focus on features that appeal to this age group and address drop-off points.

• Considering the competitive landscape, I'm wondering about our unique value proposition. What are the top 1-2 features that users consistently praise about our app compared to competitors?

Why it matters: Identifies our strengths to build upon and areas where we can differentiate further. Expected answer: Smart workout planning and integration with gym equipment. Impact on approach: Would look to enhance these core features while addressing gaps in the user experience.

• Given the focus on increasing consistency, I'm interested in understanding our current user engagement metrics. What's the average number of weekly app opens and workout completions per user?

Why it matters: Establishes a baseline for improvement and highlights where users might be dropping off. Expected answer: 3 app opens per week, 2 workout completions. Impact on approach: Would prioritize features that encourage more frequent app usage and workout completion.

• Thinking about the broader company objectives, how does improving app engagement align with EGYM's overall business goals? Are we looking to increase subscription revenue, expand market share, or something else?

Why it matters: Ensures our product improvements support overarching company strategy. Expected answer: Primary goal is to increase market share by 15% in the next year. Impact on approach: Would focus on features that not only engage current users but also attract new ones.