Strava: FitnessBFF
For this individual written assignment, I have been tasked with designing a new product feature for Strava that focuses on event gathering. The goal is to address user needs and create a solution that enhances community engagement and social interaction on the platform.
This project is a fictitious scenario, completed as a part of CMU BTG's Product Management Academy.
01. Current Journey
What is the current user journey for the existing features on the Strava app?
02. Empathize
What are the pain points current users face? Who is the target audience for our solution?
1. New Users / Beginners
Why They Matter: Onboarding and early experiences are crucial for retention. If new users feel comfortable, supported, and able to see quick wins, they’re more likely to remain active on the platform.
2. Casual / Recreational Exercisers
Why They Matter: These users exercise sporadically for wellness or fun. They need easy-to-use features and motivational prompts to keep them engaged over the long haul.
3. Competitive Athletes
Why They Matter: High-level performance seekers want advanced analytics and competitive leaderboards. Catering to them can boost credibility for Strava’s community and create aspirational content for other users.
My chosen user group: New Users/ Beginners
I chose new users as the target group because first impressions play a crucial role in determining initial user retention. When users feel welcomed and find value quickly, they’re far more likely to stay engaged. By tailoring features that foster a positive first experience, we can make Strava feel accessible, motivating, and supportive from the outset—ultimately setting the foundation for long-term user loyalty.
1. Anxiety
- An overly competitive environment may lead to anxiety about tracking their own performances
- Need for public validation
2. No Community Engagement
- Strava’s community engagement is limited to online interactions, with few or no physical events to attend. This leaves users—feeling isolated or unmotivated without the option to connect face-to-face.
3. No Physical Motivators
Users, especially those who are new to exercising, may not have a physical community to work with
03. Solution
What problem am I solving? What does the design entail?
A BFF matching quiz that puts you in a group of real people with similar fitness goals in your area, and schedules in person activities for you based on the groups schedules.
This will help users find accountability partners that will help them achieve their exercise goals.
04. Evaluation
What are the details, changes, and improvements with the new feature?
01. Group Compatibility Issues
The algorithm may not be able to successfully create groups that are compatible
02. Over-Segmentation
Creating smaller groups can take away from the broader community in the existing group features
03. Privacy Concerns
The questionnaire could create privacy issues due to data collection
04. Safety Risks
Meeting unscreened strangers in possibly remote places is dangerous
While I've previously attended product hackathons, this is my first time learning and completing a product management take home assignment from start to end. From identifying user groups and pain points to evaluating the effectiveness of my solution, I was exposed to the intricacies of product management and gained a deeper understanding of how to consider a large variety of factors when coming up with solutions.
Doing this project also solidified a fact in my mind - i love doing product in tech.
This was my first time creating wireframes and product mockups for phone apps. At first, I struggled to maintain consistent branding across every screen. However, once I established a mini design system and found my creative rhythm, achieving a cohesive look became more intuitive. This process highlighted the importance of planning and consistency in delivering a polished, user-friendly product.
Throughout the process, I had the support of my peers and PMA mentors who gave me valuable feedback. Through them, I learned how to create a comprehensive user persona and how to identify the most effective evaluation metrics for my product. They also taught me the importance of specificity - instead of just tracking "adoption rate", i should track the percentage of Strava users that signed up within a time frame (usually 30 days).