Project Brief

Designing the subscription model for a new Yoga app

Create the subscription model which will be implemented in the existing website and explore the produced content that how the immersive experience of users be improved.

Problem

Defining the problem

Users of online yoga programs want to improve their mental and physical well-being with consistent yoga practice, but find it challenging to maintain their motivation.

User Research

Research interview

We started by conducting interviews with 16 yogis varied from beginner to advanced level instructors, while the beginner and intermediate (regular) yogis were found as the larger cohort who are looking to advance were likely to practice online.

Demography of the yogis

Findings

Yogis will need the following to enhance the experierence of yoga online.

​Accountability

  • motivated by financial commitment

  • motivated by physical attendance

  • motivated by setting goals and tracking process

Flexibility

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  • enjoy the time-flexibility of online practice.

  • have strictness of scheduled classes lost.

  • expect wide variety of class styles and lengths.

Instructor selection

  • Yogis will want the ability to choose their instructor according to preferred personalities and styles.

Competitor Analysis

Yoga app Research

There are some yoga apps available in the market. We observed some users left their complaints about the following features. Other than the technical issues, we summarized the points as followings.

  • Difficult to cancel subscription.

  • Inconsistency between apps and website.

  • Unable to download to watch offline.

  • Bad catagorising and filtering.

  • Lack of subscription and billing communication.

User Experience Design

Persona

We created 2 personas, regular and advanced yogi to help us in understanding their subscription levels and design the appropriate models.

Regular Yogi

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  • Maintaining practice and practicing more regularly.

  • Skill level: Beginner / Intermediate.

  • Experience in years, practice on a weekly base.

  • Have some experience in person yoga.

Advanced Yogi

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  • Driven to advance and deepen their practice.

  • Skill level: Advanced.

  • Practice >3 times / week.

  • Have tried online yoga and dislike it.

Subscription Model Design

Card Sorting

There are wanted and unwanted features; free and paid services that are expected by yogis who subscribed. The results contributed to the solutions formed.

Wanted features

Receiving feedback or corrections from the professional instructors they trusted.

Free services

  • Session preview prior to practice.

  • Bookmarking & filtering functions.

Wanted features

Receiving feedback or corrections from the community.

Paid services

  • Syncing personal calendars and health tracking apps.

  • Ability to set goals for practice and received tailored recommendation.

  • 1 on 1 sessions.

  • Gained access to exclusive content as an awards.

The MVP Quadrant

Final Design

The Basic and Premium are the 2 major subscription types with 2 weeks of grace period offered. The one-on-ones particularly for yogis who required one to one coaching.

Subscription models

Outcomes

The project aimed to deliver the 4 key benifits to the yogis.

  • Users want to be able to set goals and intentions in order to receive feedback and tailored session recommendations according to interests, goals, limitations and lifestyle.

  • Users want to schedule sessions in the same way you would in live classes. 

  • Feedback & correction from 1 - 1 session, particularly for the advanced users.

  • User has the ability to select their instructors.