MOVE:
The exercise app for every body, anywhere
Overview
In response to the pervasive pressures that the fitness industry imposes on women, Mamamia launched MOVE: an exercise app designed to prioritize feeling good over conforming to unrealistic body standards.
My role
Product Manager / UX Designer
*Led product development, strategy, and roadmap alignment.
*Managed the MVP and beta launch, including user testing, feedback collection, and iterative improvements.
*Conducted user research and usability testing to inform design decisions and enhance the user experience.
Opportunity
At Mamamia, our core purpose is to make the world a better place for women and girls. We identified a critical gap in the fitness market, where narrow and unattainable body standards often leave many women feeling excluded or shamed.
MOVE was developed to challenge these norms by creating a space that celebrates positivity, inclusivity, and general well-being. Our goal was to empower women to focus on their health and happiness through exercise, free from societal pressures.
User research insights
To ensure MOVE resonated with our target audience—Australian women aged 20-59— we conducted user research, including surveys and interviews, to uncover into their exercise habits, preferences, and attitudes.
The findings were pivotal in shaping MOVE's core features:
Workout Duration
*62% prefer sessions lasting 30-60 minutes, while 30% opt for shorter 10-30 minute workouts.
*57% of users prefer morning workouts.
Exercise Frequency and Type
*47% of users exercise regularly, favouring beginner to intermediate-level routines.
*Popular exercise choices include Yoga, Pilates, Weights, HIIT, and Cardio.
*25% specifically prefer low-impact workouts, such as "no jumping" options.
Workout Environment
*58% of users prefer exercising alone, and 64% tend to stick to familiar routines.
*74% of users consider affordable pricing the most important factor when choosing an exercise app.
Building the MVP
Developing MOVE's Minimum Viable Product (MVP) was an iterative process that combined user feedback, rapid prototyping, and continuous testing to ensure we met our users' needs.
Core features development
Based on our research, we implemented features that addressed the key needs of our users:
*Customisable Workouts:Ability to filter workouts by length and intensity, catering to users schedules and preferences.
*Curated Collections: Creation of 'No Jumping' collection to make it easier for users to find suitable workouts without choice paralysis.
*Diverse Workout CategoriesOffering a range of workout types, including Yoga, Strength, Cardio, and Pilates, ensuring there’s something for everyone.
User Testing and Iteration
Through alpha testing sessions, we closely observed how users interacted with the MVP. These sessions revealed areas for improvement, which we promptly addressed, refining the product to better meet user expectations.
Beta Launch and Refinement
The beta phase was critical for validating the product in a real-world setting. We launched MOVE to a broader audience, gathering data that was instrumental in making final adjustments before the official release.
Beta breakdown
Duration: 6 weeks
Participants: 40 users
Platforms: iOS, Mobile web (iOS + Android), Desktop
My Role: Lead Product Manager, Data Analyst, UX Researcher
Objectives
*User Feedback: Evaluate user impressions and the uniqueness of MOVE in the market.
*Market Validation: Ensure the product meets market needs and is ready for general release.
*Feature Development: Gather feature requests to validate and prioritize the product roadmap.
*User Experience: Assess the full user journey, from onboarding to notifications, to optimize overall experience.
*Journey Validation: Test key user journeys like Absolute Beginner, Perimenopause, Pregnant, and Postnatal to ensure relevance and ease of use.
Key insights
Through direct user feedback, we learned valuable lessons that guided the final development stages:
*User Retention: Some features needed prioritization based on actual user engagement.
*User-Centric Design: Avoiding assumptions and leading questions during testing helped create a more authentic and user-centered experience.
*Effective Communication: Maintaining a relaxed, approachable demeanor during feedback sessions encouraged more open and honest responses from participants.
The MVP product and launch
MOVE officially launched last December in two phases: first to Mamamia subscribers, followed by a public release. The app represents a significant shift in the fitness industry, promoting well-being and inclusivity over unrealistic body standards.
MOVE is now available for download on the App Store and accessible across all devices at move.mamamia.com.au. Our journey from concept to launch was fueled by a deep understanding of our users’ needs and a commitment to providing a feel-good movement experience.
