CASE STUDY
CASE STUDY
Personalised training at Aimo
Personalised training at Aimo
The Aimo app offers an objective analysis of human movement supported by artificial intelligence. A mobile scan that analyzes your movement based on sports science standards and unique algorithms to create highly individual training plans.
During a pilot program with insurance partners, the team discovered that after 1-2 uses of the Aimo scan the customers were losing interest in the app. As a team, we focused on identifying why this was happening and designing ways to generate a more sustained engagement with the product.
MY ROLE
UX designer
YEAR
2018/2019
YEAR
2018/2019
YEAR
2018/2019
BACKGROUND
At Aimo I worked end-to-end on the product experience with various partners within the insurance sector. As a small start-up team, we wore many hats, and this included me working on visual and motion aspects of the company website, branding efforts etc.
BACKGROUND
At Aimo I worked end-to-end on the product experience with various partners within the insurance sector. As a small start-up team, we wore many hats, and this included me working on visual and motion aspects of the company website, branding efforts etc.
understand
Making scanning sticky
A world wide shortage of dermatologists
Making scanning sticky
At the core of this product was the Aimo functional motion test—where users perform an overhead squat using their smartphone and receive a score out of 100, as well as a mapping of any weak points or imbalances in their bodies.
After testing with 100+ users at 'health fair days' and gathering qualitative insights through feedback from many of them, we identified several areas we could target to improve the product, bring value to our customers and ultimately increase engagement.
At the core of this product was the Aimo functional motion test—where users perform an overhead squat using their smartphone and receive a score out of 100, as well as a mapping of any weak points or imbalances in their bodies.
After testing with 100+ users at 'health fair days' and gathering qualitative insights through feedback from many of them, we identified several areas we could target to improve the product, bring value to our customers and ultimately increase engagement.
At the core of this product was the Aimo functional motion test—where users perform an overhead squat using their smartphone and receive a score out of 100, as well as a mapping of any weak points or imbalances in their bodies.
After testing with 100+ users at 'health fair days' and gathering qualitative insights through feedback from many of them, we identified several areas we could target to improve the product, bring value to our customers and ultimately increase engagement.
Empathise + DEFINE
Key insights
Explain the complexity and make it meaningful
The AIMO scan intrigued users, however after the initial interest, we realised many people were struggling to understand how the score was meaningful for them and their day-to-day movement.
Demystify the science behind it
We discovered that some even doubted the scientific validity of the assessment because it was overly complex and at times contradicted where they felt pain or discomfort.
Personalized training is the biggest unique benefit
We needed to extend our offering to suit different user groups and preferences and to tie the personalized issues identified by scanning more directly to the suggested training program.
Explain the complexity
The AIMO scan intrigued users, however after the initial interest, we realised many people were struggling to understand how the score was meaningful for them and their day-to-day movement.
Demystify the science behind it
We discovered that some even doubted the scientific validity of the assessment because it was overly complex and at times contradicted where they felt pain or discomfort.
Personalized training
We needed to extend our offering to suit different user groups and preferences and to tie the personalized issues identified by scanning more directly to the suggested training program.
ideate
Personalised training and engagement through educational 'moments'
Questionaire design, finding a balance.
Personalised training
With our actionable insights in tow, we set out to explore how the product experience could be enhanced. We followed several epics or themes and I was involved in the following:
1. Increasing engagement through educational 'moments'
2. Personalization of the onboarding and training modules
Below: Some examples of processes such as mapping opportunities within the different use cases, journey maps and prototyping the movement replay.
With our actionable insights in tow, we set out to explore how the product experience could be enhanced. We followed several epics or themes and I was involved in the following:
1. Increasing engagement through educational 'moments'
2. Personalization of the onboarding and training modules
Below: Some examples of processes such as mapping opportunities within the different use cases, journey maps and prototyping the movement replay.
Solution
Solution
Replay your movement
Replay your movement
Questionaire design, finding a balance.
Replay your movement
After scanning, we introduced a feature that enabled the user to replay their movement execution. We found this simple concept went a long way to engage the user with the score as they were more easily able to recognize their own weak points and improve body awareness by seeing their movement on repeat.
After scanning, we introduced a feature that enabled the user to replay their movement execution. We found this simple concept went a long way to engage the user with the score as they were more easily able to recognize their own weak points and improve body awareness by seeing their movement on repeat.
Solution
Illustrating the impact
Questionaire design, finding a balance.
Special care was taken to elaborate in plain language on how the score was formulated and how weak areas could affect the user's movement in everyday activities like sports, and in the workplace, as well as how inaction could impact future longevity.
We made an effort to visualise the explanations with diagrams and progress graphs, taking care to bring intrigue and delight to these components through animation.
Below and right: I worked on bringing life to visual elements, explanations and diagrams through motion.
Special care was taken to elaborate in plain language on how the score was formulated and how weak areas could affect the user's movement in everyday activities like sports, and in the workplace, as well as how inaction could impact future longevity.
We made an effort to visualise the explanations with diagrams, and graphs and bring intrigue and delight to these components through animation.
Below: I worked on bringing life to visual elements, explanations and diagrams through motion.
Solution
A training program you can customize
Questionaire design, finding a balance.
We designed a new post-scan flow that allowed the user to add their own preferences in order to generate a unique and personalized training program based on their weak points, pain, available time and equipment.
Reflection
Learnings
Learnings
I learned a great deal working in this small, startup team and was challenged to wear many different hats from researcher through to interactions-animator (I'm still slow at the latter :)). The biggest learning here was business awareness, engaging with 'big-picture thinking' through the design process and the importance of clearly understanding the bridge between the business needs and the customer's needs. It was a lesson in being comfortable with uncertainty and staying open-minded in an at times challenging start-up environment.
credits
credits
Content director: Madeleine Dressler
Branding/marketing:Patricia Mocko
Head of product: Christoph Brandin
All the 
, kudos and hi-fives to the omhu product team:
Mélanie Bourlioux
Per Lyhne Løkkegaard
Adrian Young-San Roessler
Josephine M.S. Wiesener
and the best dev team: Matt, Ehsan, Johan, Tørk, Henrik and more...
Content director: Madeleine Dressler
Branding/marketing:Patricia Mocko
Head of product: Christoph Brandin