Added feature to the existing Strava application to improve user experience and enhance customization.
Project Details
I decided to add a discovery feature that allows users to find new routes based on their preferences.
My Role: UX/ UI Design & Research
Collaboration: Design mentor and peers.
Toolkit: Figma, Adobe Creative Suite, Squarespace
Timeline: 4 weeks (100 hours)
Background
Strava is a GPS enabled fitness-tracking app that logs a user’s physical activity and provides performance analysis and social connection.
The Problem
Route discovery features lack personalization. Strava users are motivated to discover new routes customized to their preferences but the existing route exploration feature lacks customization.
Why It Matters
Fitness-tracking apps & devices have grown in popularity within the last 10 years. According to the Pew Research Center, 1 in 5 Americans regularly used a fitness monitoring device in 2019. Personalizing the experience will continue to help and engage Strava’s 100 million users.
Proposed Solution
Personalize the “Route Exploration” feature by adding a Featured Routes category for more customized running, hiking, and cycling routes.
Initial Research
First, I explored user reviews on the App Store to specifically learn of any challenges that users face when using the app. By investigating negative user reviews, I was able to discover common problems, which included the lack of additional activities to choose from and general issues with finding nearby routes.
Qualitative Research
With some understanding of general challenges that users face, I wanted to speak directly with Strava users to understand why they use Strava, and any challenges they encounter. I conducted three 1:1 user interviews with individuals who use Strava weekly to track their physical activity.
“I think they should partner with All Trails so that you could have an option of trails near you.”
Quantitative Research
Then, I conducted 10 user surveys with people who use Strava, or a similar fitness-tracking app, to learn what is important to the user when tracking fitness activity.
62 % use the app is to track activity and view metrics.
40 % of users enjoy the community connection.
100 % use the free version of Strava, or similar fitness-tracking app.
User Goals
Track & log exercise activity
Learn about routes
Share activities and follow friends.
User Needs
Accurate GPS tracking features.
Personalized exploration features.
Simple and intuitive user interface.
What I learned
Then, I explored how a user may discover a new route in Strava. The Maps tab provides filters so that a user may hone their search. I noticed that the existing discovery feature does not generate trail options - which is odd, since they which are plentiful in my area. In addition, Strava does not provide a route search feature.
Current Design
Then, I explored how a user may discover a new route in Strava. The Maps tab provides filters so that a user may hone their search. I noticed that the existing discovery feature does not generate trail options - which is odd, since they which are plentiful in my area. In addition, Strava does not provide a route search feature.
Problems with the Existing Design
Unable to search for routes or activities.
No trail options listed.
No user feedback provided on routes
How Might We…
Allow users to find new and exciting routes
Suggest routes based on activity and interests.
Allow users to learn of other’s experiences.
Competitor Research
Now that I identified areas of improvement, I explored direct competitors to learn how they allow users to customize their experience and discover new routes.
Defining the Target User
Based on user research, I developed a persona that represents user interests and goals. This persona helped me center user needs in the following phases of the design process.
Information Architecture
By studying the existing navigation structure of Strava, I developed a user task flow that suggests how Jordan may arrive at Featured Routes once he lands on the homepage. After exploring user actions, I better understood the navigation and hierarchy of information, which lead me to the Site Map.
Ideation
Low Fidelity Wireframes
I found that by sketching wireframes, I revisited the site map and the task flow to reconsider structure and hierarchy. This process helped me reconsider the user’s experience by rapidly exploring ideas.
Mid Fidelity Wireframes
Next, I brought the sketches into Figma for the mid fidelity wireframes. These wireframes challenged me to study the current design of Strava, and work within the existing branding guidelines. This was important so that the new Featured Routes feature was a seamless addition in the existing user interface.
High Fidelity Wireframes
Then, working within existing brand guidelines, I developed a high fidelity version of Featured Routes to really get a sense of the look, feel, and experience. The wireframes showcase the user’s journey, beginning from left to right, as they discover the new Featured Routes feature.
User Testing
Three Strava users given 3 tasks to complete using the first version of high-fidelity wireframes. After completing user testing, an affinity map helped me discover patterns in user challenges and successes with the proposed prototype. From there, I was able to make design iterations to improve the usability of the added feature.
Design Iterations
Based on user testing and feedback, I made changes to improve the overall design and functionality of the new feature.
1. Allow users to post images with their reviews.
Before
After
2. Increase text size to improve visual accessibility.
Before
After