Apple Fitness+ UX Teardown: User Journey Insights

The Surge in Home Fitness Solutions

Currently, the market for at-home workout programs is experiencing significant growth. Recent developments include the launch of Amazon's Halo Fitness, the reintroduction of Peloton treadmills following previous issues, and Apple's entry with Fitness+ in late 2020.

Theoretically, the present moment offers an unprecedented array of options for exercising within the comfort of one's home. However, a crucial question arises: do these subscription-based services genuinely deliver on their promises?

Evaluating the Apple Fitness+ Experience

Specifically, what is the user experience like with Apple Fitness+? This has been the central focus of my work this past month.

My efforts have been dedicated to a comprehensive review of Apple Fitness+, pinpointing areas where the platform falls short of optimal performance.

Exclusive Insights and Further Reading

This analysis, presented as an exclusive for TechCrunch+ subscribers, provides a more in-depth discussion related to a previously published article.

Readers can find the original article and further details on Built for Mars.

The complete review offers a detailed assessment of the strengths and weaknesses of the Apple Fitness+ service.

The Misconception of Immediate Options

A common error in user experience (UX) design involves the assumption that presenting users with numerous 'options' upfront is inherently beneficial. This approach is often justified by the idea of enabling users to 'jump right in.' However, a critical aspect is frequently overlooked: the user's actual capacity to interact with the presented content.

Consider whether users can realistically engage with all displayed information. Would they be able to effectively utilize all available options or results if they desired? This is a prevalent issue, often misunderstood by designers.

For example, envision visiting a real estate website like Rightmove or Zillow and being immediately confronted with listings from across the globe. Such a display would be largely unhelpful. Most users are not seeking relocation to any arbitrary location.

Therefore, their initial action is typically to apply filters. It would be inaccurate for Rightmove to conclude that immediate display of houses equates to a one-click path to finding a dream home.

A similar pattern can be observed with Apple Fitness+. The platform showcases workouts on its homepage, many of which may be inappropriate for the user's fitness level or preferences. Furthermore, it lacks readily accessible filtering mechanisms.

Strategic Implementation of User Friction

A guiding principle I adhere to is the deliberate introduction of friction only when a demonstrable and quantifiable long-term advantage can be established. Data collection, for instance, holds value solely if actionable insights are derived from it. Therefore, the critical questions become: how will the collected data be utilized?

How will it enhance the overall user experience in the long run? And, crucially, can this benefit be empirically validated? Without a clear answer, assessing the success of such a trade-off remains impossible.

It might seem counterintuitive, but friction isn't invariably detrimental to user experience.

Consider Apple's approach post-sign-up, requesting data access. This action disrupts the initial momentum. Instead of immediately granting access to anticipated benefits—such as workouts—users are prompted to provide something to Apple.

Product teams frequently seek guidance on the appropriate circumstances for intentionally introducing friction. Often, there's an inherent business need to do so—for example, to enhance data gathering or encourage users to select premium plans.

This challenge intensifies as product teams expand and diverse perspectives shape the final product. However, maintaining the discipline of adding friction only when a trackable and provable benefit exists can prompt a reevaluation of requests, such as including a data notice without a defined purpose.

Acknowledging YouTube's Innovation

Many viewers have experienced the frustration of starting a video, finding the initial moments unengaging, and attempting to skip ahead. However, this often results in a loss of context, necessitating rewinding and still struggling to grasp the core discussion. This was a common scenario for myself and countless others when consuming content on YouTube.

The typical experience often unfolded as illustrated below:

YouTube has effectively addressed this challenge through the implementation of a feature known as “Chapters.” Functioning similarly to chapters in books or films, these allow for easy navigation within a video. These are indicated by rectangular markers in the player’s footer, customizable by the content creator. This represents a significant advancement for YouTube.

The platform’s success is heavily reliant on creators producing captivating content, a factor largely outside of YouTube’s direct control. Therefore, features that enhance user engagement are crucial.

Furthermore, with an increasing number of YouTubers utilizing the first minute of their videos for advertisements, the ability to quickly bypass unwanted sections becomes increasingly valuable.

This is a prime example of exceptional user experience (UX) design. YouTube recognized existing user habits – the tendency to navigate videos non-linearly – and developed a solution that accommodated, rather than attempted to alter, that behavior.

Essentially, successful product development doesn’t always necessitate changing user actions; some behaviors are ingrained or simply too prevalent to modify. Instead, it involves refining the experience to optimize those existing behaviors.

Consider this point: What established user behaviors related to your own product could be streamlined for greater efficiency?