Enhancing women's health and well-being.
Analyzing and redesigning the overall design system to improve usability and interaction.
Role
Product designer, UX researcher
Tools
Figma
After Effects
Timeline
4 months
Project Goal
Revitalize and optimize the app to boost user engagement and conversion rates.
Role
Product Designer
Tools
Figma
After Effects
Timeline
Dec - Jan 2024
Project Goal
Integrate an e-commerce store into the main website, offering a wide variety of products.
Read project
Background
Aperta & Solta, a pioneering fitness app from Brazil, is dedicated to enhancing women's health and well-being with video classes on exercises like Kegels, reverse Kegels, and pelvic tilts. While the app has been successful in offering progress tracking and motivational tools, the competitive landscape in digital fitness is rapidly evolving. Recognizing this, the creators of Aperta & Solta are keen on expanding their reach, aiming to make the app accessible to a broader global audience of women, in a market bustling with diverse wellness solutions.
a sneak peak…
Discovery
Challenge
The design was outdated: the team and users complained that the product didn’t look innovative and modern.
Users have a hard time using and finding some features in the app.
Goals and objectives
Update the design to look modern and innovative.
Improve the app’s usability to enhance user experience
Introduce users to the new features seamlessly
Increase the conversion of free users to premium and decrease the app's churn rate.
Research
Our main concern was users' complaints about the difficulty of using the app in general.
With the help of another Designer and our Product Manager, we decided to survey users to collect their direct feedback about the app. Your inquiry had questions such as:
Demographic Information: "Could you please specify your age range?"
Technology Comfort Level: "How comfortable are you with using technology and digital applications?"
App Usage Frequency: "How often do you use our app?"
Feature Preference: "Which features of our app do you find most useful or enjoyable?"
Feedback for Improvement: "What improvements would you like to see in our app to enhance your user experience?"
We conducted a remote moderated test with 5 selected users to observe their navigation choices. The heatmap delineates the areas within the app that receive the most frequent user clicks in the test, providing a distinct visual depiction of the key engagement hotspots.
Through the heatmap we can visualize that:
The section that attracted users the most was the “Seu progresso” (Your progress) section
The CTA button that would take users to the video classes area was not even clicked once by users.
Additionally, I conducted a comprehensive analysis of the heuristic elements of the current app. All findings were meticulously documented and, combined with the interview results, presented to the stakeholders to underscore the need for modifications.
Conclusion
After our research, our team found out that:
More than 75% of active app users are over 45 years old and had difficulties or were unaware of many app functionalities.
The biggest weakness of the app was its accessibility and usability. This explained why users had difficulties to navigate through the app.
Current app (2022):
Design Solution
Prototype
As the main goal was to improve usability, I focused on improving the experience with the main functionality the app offers: the video classes. These changes keep the app’s identity while:
Bringing the main function into the spotlight, ensuring it was more accessible.
Reducing the number of options presented to users, simplifying navigation.
Facilitating decision-making by organizing content in a clearer and more structured way.
Usability test
Here’s a video showcasing the prototype we used for our usability test. This time, we conducted a moderated test with five additional users to evaluate how the new design performed in real use cases. I wanted to see how real users interacted with the updated interface and whether it successfully addressed the pain points we had previously identified.
During the test, I assigned users simple, goal-oriented tasks and asked follow-up questions to assess intuitiveness and usability.
After this test, we could see that:
Users could easily complete their assigned tasks, their navigation felt more smooth and intuitive
They felt less overwhelmed by the improved UI organization.
Interestingly, three of them suggested that the 'Video Classes' section on the Home Screen could be little larger and contain more information.
Based on this feedback, we refined the design, making all the adjustments needed for the final design.
Final Design
REsults
The stakeholders were highly impressed with the modifications introduced.
Following the development phase, we successfully launched the application, resulting in a substantial 70% decrease in negative feedback emails.
Additionally, we had a significant 20% growth in the conversion rate of users to subscribers.
Discovery
Challenge
The design system was outdated: the team and users complained that the product didn’t look innovative and modern.
Users have a hard time using and finding some features in the app.
Goals and objectives
Update the design system to look modern and innovative.
Improve the app’s usability to enhance user experience
Introduce users to the new features seamlessly
Increase the conversion of free users to premium and decrease the app's churn rate.
Research
Our main concern was users' complaints about the difficulty of using the app in general.
With the help of another Designer and our Product Manager, we decided to survey users to collect their direct feedback about the app. Your inquiry had questions such as:
Demographic Information: "Could you please specify your age range?"
Technology Comfort Level: "How comfortable are you with using technology and digital applications?"
App Usage Frequency: "How often do you use our app?"
Feature Preference: "Which features of our app do you find most useful or enjoyable?"
Feedback for Improvement: "What improvements would you like to see in our app to enhance your user experience?"
We conducted a remote moderated test with 5 selected users to observe their navigation choices. The heatmap delineates the areas within the app that receive the most frequent user clicks in the test, providing a distinct visual depiction of the key engagement hotspots.
Through the heatmap we can visualize that:
The section that attracted users the most was the “Seu progresso” (Your progress) section
The CTA button that would take users to the video classes area was not even clicked once by users.
Heatmap Screenshot
Additionally, we conducted a comprehensive analysis of the heuristic elements of the current app. All findings were meticulously documented and, combined with the interview results, presented to the stakeholders to underscore the need for modifications.
Conclusion
After our research, our team found out that:
More than 75% of active app users are over 45 years old and had difficulties or were unaware of many app functionalities.
The biggest weakness of the app was its accessibility and usability. This explained why users had difficulties to navigate through the app.
Current app (2023):
Design Solution
Prototype
As the main goal was to improve usability, I focused on improving the experience with the main functionality the app offers: the video classes. These changes keep the app’s identity while putting the main function in the spotlight, reducing the number of options for the user, and facilitating decision-making.
Usability test
In the usability test, we called 5 other users to perform another remote moderated test. I wanted to know how the new design would perform with real users.
In the test, I gave the testers simple tasks and questions such as:
“You've just opened the app and would like to continue watching a video class, how would you do that?”
"Change the privacy settings of your account. Was this process intuitive?"
"Would you change anything in the app?"
Usability Test findings:
Users could find what they were looking for easily.
They felt less overwhelmed with the new UI organization.
Three of them recommended that the 'Video Classes' section on the 'Home Screen' could be larger and contain more information.
First Design Concept
After a couple of design critiques and a co-creation session with developers, I decided to make the follow changes to the design:
"Increase the size and amount of information in the 'Video Classes' section on the 'Home Screen.'"
"Redesign the 'Library' section to have fewer colors and better integrate with the app's overall design."
"Change the 'Library' icon.
Final Design
Background
Aperta & Solta, a pioneering fitness app from Brazil, is dedicated to enhancing women's health and well-being with video classes on exercises like Kegels, reverse Kegels, and pelvic tilts. While the app has been successful in offering progress tracking and motivational tools, the competitive landscape in digital fitness is rapidly evolving. Recognizing this, the creators of Aperta & Solta are keen on expanding their reach, aiming to make the app accessible to a broader global audience of women, in a market bustling with diverse wellness solutions.
a sneak peak
Background
Aperta & Solta, a pioneering fitness app from Brazil, is dedicated to enhancing women's health and well-being with video classes on exercises like Kegels, reverse Kegels, and pelvic tilts. While the app has been successful in offering progress tracking and motivational tools, the competitive landscape in digital fitness is rapidly evolving. Recognizing this, the creators of Aperta & Solta are keen on expanding their reach, aiming to make the app accessible to a broader global audience of women, in a market bustling with diverse wellness solutions.
a sneak peak