With the fitness being so saturated, WeStretch needed differentiating from the category. In this case, it was gamifying stretching with an update to the brand, UX and UI.

Why?

While it’s known that stretching is good for the body, inspiring users to stretch is difficult. By revisiting the UX, users can find the motivation they need to start stretching and keep the habit going.

Over saturated app category.
Original screens from WeStretch.
User activity and retention analytics from original version of WeStretch.
Overview of project plan.

Where did I come in?

The team needed a dedicated product designer, which gave me the opportunity to initate processes and create a roadmap for gamification. This also meant redesigning (branding, UX, and UI) the app entirely.

How did I get started?

To improve conversions and retention within WeStretch, I needed to understand how the existing UX worked. Knowing the direction we wanted to take, I compiled research of how gamification is used in other apps as well.

Review of existing UX and UI.

What did the research say?

Many gamer personas were considered. With a better understanding of the target market, we could determine which features to add or update to better serve those users. Exploring apps that used gamification well was also part of this process.

  • While WeStretch offers many helpful features to customize and keep users motivate, there was a gap in the onboarding process.

  • After researching gamer profiles, it helped us understand that users can fall under two categories: socializers and explorers. This allows us to focus our efforts in how these users would interact with the app to keep coming back.

  • Making the app shareable will encourage users to stay engaged and continue their stretching habits if they feel inspired by the community at large.

  • In addition to physical results of after multiple uses of the app, the users need to feel rewarded for their efforts.

Examples of inspiration. 
Sample of the design system.

What was next?

WeStretch needed an update to the branding to modernize and differentiate itself within the category.

  • Engaging home screen dashboard.

  • Expressive branded illustrations.

  • Streamlined new user flow.

  • Opportunity for more in-app purchases.

  • More great features to come.

What results am I hoping for?

With the ability of unlocking screens through onboarding, more ways to engage as a community, and rewarding users by interacting with the app, I predict user activity and user retention will increase.

Want a personal coach to guide you through customized stretches? Check out WeStretch on iOS and Android.