We kicked off the project with extensive research and analysis of the current online fitness market. This gave us more insight into the following topics.

Getting insight into who your target audience is and knowing your target audience is an important and vital step to making sure your product or project heads in the right direction. We did this by researching and determining the ideal target audience, which gave insight into: which age range is the most interesting to focus on the amount of the target audience is tech-savvy and able to participate in lessons online how many people in the target audience would be willing to spend money on a subscription, membership, or/and invest in required workout gear.

In our research into the current online fitness market, it was our goal to find out if the market is a growing market and if so, which factors came into play that causes this growth, and how much money there is going around in the target market. We also focused on the current threats, trends, and how we could position TOMO within the online fitness market. Threats We stumbled upon a couple of possible threats which we’ve taken into account before we continued to the next step. These are some of the threats we discovered: Outdoor sports are also growing We consider this to be the biggest competitor of (online) fitness right now. Gyms offer online sessions to their members This makes existing gyms direct competitors who already have a fair market share. High dependence on users’ internet quality & speed Not everyone (including trainers) has access to modern internet and connectivity. Not every Personal Trainers (content creators) has the right hardware available We considered providing cameras and/or microphones.

During our research into competitors, we gathered and created clear insights into who the biggest competitors are in online streaming and specifically within this branch of fitness. With this list of competitors, we were able to compare and analyse what they excel at and how we could learn from them, and most importantly how we could find a way to distinguish TOMO of these competitors.

With the insights, we gained from the research it all comes down to making choices! With a positioning matrix, we created a clear overview of how the competitors positioned their selves within the online fitness market. With the insights gained in combination with this matrix, it's more clear to see which directions are available and where there might be an opening in the market for TOMO to fill. Some of the choices were for example: Live vs Demand vs Hybrid? Do we choose to focus on a prominent own brand or do we give them the freedom to the Personal Trainers (Content creators)? What would the revenue model be? Choices and questions like these are a part of a great setup to continue to work on during the next phase, the Design Sprint.

Because of COVID, we ended up doing a remote design sprint through the use of our Remote Design Sprint Miro board. The goal of the Design Sprint was to test and improve the viability of the generated ideas from the research we did by facilitating the team of TOMO through multiple workshops throughout the week before we started working on the prototype and early concepts.

We kicked off day 1 of the Design Sprint with a ‘for and against’ to brainstorm and make decisions on for example Live vs Demand vs Hybride and which revenue model would be wise to aim for. The team got invited to write down as many for and against as they could which is followed up by the team voting on the option they see as the best fit.

The second workshop of day 1 is all about generating and writing down the long-term vision for the project, and how it would look in 2 years in the most optimistic way, following up with possible challenges, and worries, and how we might tackle the most important challenge. At the end of day 1, we invited the team to join in on creating some early concepts and sketch or write them out, with possible solutions to challenges that we gathered earlier on.

On day 2 we asked each member of the team to present their ideas and vote on the concept they seem best. One person in the team has the decision-maker vote and gets to decide in consultation with the team which concept to go for, they also get the possibility to integrate 1 or 2 ideas from another concept into the chosen concept.

Afterward, we repeat the same process of voting on the created user test flows and the decider has the end vote in consultation with the team and the option of integrating one step of another flow with the chosen flow.

We take the chosen flow to our next step in the sprint: The storyboard. The purpose of the storyboard is to add more depth to the user flow screens. With the target audience and users in mind, the team works together to add more detail to each screen to create a more complete story.

With the gathered insights and concepts from the first 2 days of the Design Sprint, we were good to go to focus on creating prototypes of the chosen user test flows and some early concept designs. We created the most important flows for the personal trainer side and the consumer side.

The purpose of the trainers landing page design is to explain briefly to personal trainers what TOMO has to offer and to make it attractive for them to sign up for TOMO. With the focus on ensuring that the personal trainers themselves remain in control, but still have the benefits of a growing platform and community.

The first step of the trainer prototype started with a simple registration flow, in which the trainer fills in the standard personal information, but can also provide more depth about his or her personality, what type of training he or she gives, and what hardware he or she owns to be able to Livestream to make sure it is decent enough to stream with.

The second flow consists of the intake and onboarding of a personal trainer who signed up. The trainer works through 5 steps to complete his registration with TOMO. These steps consist of picking an intake date, intake interview, and if you are accepted scheduling your live stream schedule.

We designed an early concept for the consumer side landing page. The purpose of the page is to give the visitor the feeling that TOMO is the platform for them to feel free to choose a moment to train at home, suitable for every level, with the best personal trainers and the possibility to sign up for free and participate in an online training session for free.

Together with the landings page we also designed some early concepts for the training overview page, trainer detail page, and a profile page which consists of a dashboard with for example statistics of their personal goals, their upcoming workout sessions, and which trainers they follow.

With the completed prototypes we have arrived at the last phase of this project, the user test interviews. We approached people who are in this field and invited them to participate in our user test. During the interview, we ask the candidates to go through the prototypes and ask for their opinion, feedback, and possible ideas.

In the final phase, we gathered all the useful information from the user interviews and categorized them by positives, negatives, feedback, insights, observations, and possible ideas that we could use to gain new insights to refine the prototypes and early concepts.

After the Design Sprint, we created Business Model Canvas. In the BCM workshop, we created a more in-depth overview of the company. This gave a clear direction for TOMO on the business side of things. The most important goals were: 1. How to make TOMO attractive and valuable for personal trainers 2. How to make TOMO attractive for consumers