CD Movement

Products

CD Movement
‍Online yoga start-up
‍cdmovement.com

Project Type

UX Design & UI Design

Project Summary

CD Movement is an online yoga platform, developed by world renowned yoga teacher, Charlotte Dodson. The goal was to replicate the tranquil and immersive experience of a physical yoga studio within the digital product. This involved designing a calming and intuitive web and app interface, ensuring ease of use and personalisation for users. The prototype likely included serene visuals, easy navigation, and interactive features for live classes and community engagement.

Part 1 - DISCOVER
Activities: Interviews, Competitor Analysis, Desktop Research, Affinity Mapping & Surveys.

After an initial discovery workshop with the client, we came to a problem statement of:

• Moderately skilled yogis feel frustrated because they want to build their current skillset, and they don't want to do it on their own.

Choosing the research methods of competitor analysis, heuristic evaluation (7 apps), surveys (28) and interviews (17), from feedback in the brief and workshop, we wanted to investigate the themes of:

• Why people do yoga in-person or/and online
• What potential barriers might be for people downloading the app to participate

From the surveys, interviews and further affinity mapping, we identified more about people's behaviour when interacting with an app, centring around the three main key pain points to solve with of lack of motivation, guidance and connection.

Part 2 - DEFINE
Activities: Persona, Customer Journey Mapping

When creating a persona, based off the research we identified the most likely user to be a stressed time-poor professional looking to increase fitness and mindfulness into their lives via yoga. The persona, Lucy James, already enjoys yoga experiences the following thoughts, feelings and pain points:

• Difficult to stay consistent with her practice
• Annoyed by instructors who don't go through poses thoroughly
• Avoids going for challenging poses without good guidance.

For the customer journey map (see Figure 1), highlighting Lucy's desired emotions was key to specifying when the solution would be most needed. This would be:

• After work when the yoga studio has no classes available.
• Involves a tailored program, to limit choice but still provide a personalised plan.
• Highlighting progress being made because of unique immersive features.

Figure 1. CD Movement Customer Journey Map

Part 3 - DEVELOP
Activities: Crazy 8’s, Storyboard & MVP Matrix

Following on from finalisation of the final brief, we developed the how might we questions for ideation:

• How might we ensure Lucy feels like she's making progress so that she stays consistent and motivated?
• How might we make the experience immersive for Lucy so that she feels more human connection?

Using the questions, we conducted a Crazy 8’s session with yogis of all skill level, as well as storyboard and MVP matrix was drawn up before wireframing. Ideas tested during wireframe creation include:

• Reward/ranking progression system with redemption options
• Virtual sessions with instructors
• Immersive video features such as 360-degree view video
• Push notifications with daily quotes and reminder to do yoga
• Engaging community portal, similar to a social media platform
• Free yoga classes/discounts as reward

Part 4 - DELIVER
Activities: Wireframes, Prototypes & Usability Testing

For wireframes and prototyping, my role was on the desktop website team. We designed several landing pages, with SEO & paid advertising considerations in mind to help the most likely customers from Google convert. Implementations from testing include:

• Multiple banners for free trial and promotions.
• Placing copy about the unique style of yoga from CD Movement near the top of the page.
• Separate pages for home page with call outs to download the app, sign up and about us.

In collaboration with the teams specialising in different areas of the app design, we delivered a neuromorphic dark design, with a personalised onboarding process to generate a customised yoga plan tailored to Lucy.

Three rounds of usability testing were conducted for a final usability score average of 82.9% with 6 users. Changes from testing revolved around the hierarchy of content, removal of pop-ups, confirmation of 7 day free trial would be well received and immersive video features were easy to navigate. The final prototype is below in Figure 2.

Figure 2. Summary of Synthesis of Customer Interviews