Changing Fitness Behavior

Changing Fitness Behaviors

AGENDA

• What is RunKeeper?

• What we’ve learned

• Our process

• How we change behavior

• Q&A

THE PROBLEM

80%OF AMERICANS WATCH OVER

3 HOURS OF TV A DAY

1in3ADULTS WORLDWIDE ARE OVERWEIGHT OR OBESE

1.5BPEOPLE WORLDWIDE

ARE PRE-DIABETIC

AREAS OF HEALTH & FITNESSExercise

SleepNutrition

Daily Movement

ACTIVE LIVING FOR EVERY BODY

AREAS OF HEALTH & FITNESS

SleepNutrition

Daily Movement

Exercise

HOW IT WORKS

Track Activity Analyze Progress Share with Friends

30MUSERS WORLDWIDE

300M+ACTIVITIES

500M+MILES TRACKED

WHAT WE’VE LEARNED

MORE THAN JUST A UTILITY

CHANGING BEHAVIOR IN REAL LIFE

PERSONA TIMELINE

Improver Maintainer Performer

NOT LINEAR

?

PERSONALIZED GUIDANCE AND MOTIVATION IS KEY

EVERYONE HAS A GOAL

“OLD” MOTIVATION THEORYBehavior response to variable/fixed schedule of + and - external stimuli

SELF-DETERMINATION THEORY

Self-determination theory (SDT) is a theory of motivation that aims to explain individuals’ goal-directed behavior. !

Conditions supporting the individual’s experience of autonomy, competence, and relatedness are argued to foster the most volitional and high quality forms of motivation and engagement for activities, including enhanced performance, persistence, and creativity.

WHAT IT LOOKS LIKE @ RUNKEEPER

THIS IS HOW WE DO IT

PRIMARY PERSONASIan The Improver

Michelle The Maintainer

Paul The Performer

Wants to lose 10 lbs and run his first 5k.

Just wants to workout consistently and not lose any ground.

Wants to beat his best Half-Marathon time.

SECONDARY PERSONASPiper The Pre-Occupier

Andy The Achiever

Will The Weighter

Knows she needs to do more, but doesn’t know where to start.

Aspires to finishing his first half marathon.

Needs to lose weight, running is the path he chose.

IMPOSTER PERSONASQuinn The Quantified Selfer

Lilly The Lifer

Wants to track and analyze every aspect of his health.

Doesn’t need any motivation or guidance, and will run regularly no matter what.

AUDIO CUES

NOTIFICATIONS

GOALS

• Lose Weight

• Finish a Race

• Cumulative Distance

• Single Distance

TRAINING PLANS

• Workout-level guidance to achieve goals

• Education for what to do on rest days

• Many opportunities for re-engagement

SOCIAL MOTIVATION

• Just about everyone is competitive

• Seeing that friends were active is powerful motivator

• 1:1

OUR PROCESS

AGILE

Individuals and interactions over processes and tools

Working software over comprehensive documentation

Customer collaboration over contract negotiation

Responding to change over following a plan

POD STRUCTURE

• 1 PM

• 1 UX Designer

• ~1 UI Designer

• 1 QA

• 4-5 Engineers

Everybody is a designer!

USER RESEARCH

• 1 interview per person, per month

• Phone call, Skype, Go for a run

• Surveys

LEAN USABILITY TESTING

• UX Designers conduct their own usability tests

• 3-5 people into office every 2 weeks

• Test conceptual ideas, works in progress, or existing app

• Stream to back room for development teams to watch tests live and get real time insight

DATA ANALYSIS

• Team of data analysts, scientists, and engineers

• Define and facilitate real time tests on real users

• Goal and Training Plan suggestions (very soon!)

• Route suggestions (soon!)

JUST SHIP IT!

• Maintain a consistent release schedule

• Thoughtful about what we’re testing and why

• The best data is “real” data!

THANKS!Keep in touch:

runkeeper.com/user/tom tom@runkeeper.com

@tomboates