Derek Knodt • Strava

The Problem

Strava, a leading fitness app, focuses on competition over connection, often excluding casual athletes and other sports.

The Solution

We designed four new features for our personas and created a cohesive design system across phones, watches, and desktops, giving Strava a fresh, energetic look!
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UX Process

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Case Study Video

Empathy Interviews

We began by interviewing a range of seventeen athletes

Affinity Mapping

Uncovering and defining their wants and needs

Persona Profiles

Informing the creation of four distinct personas,
bringing their experiences to life

Informing the creation of four personas, bringing their experiences to life

The Competitor

Felix Barenton

The All Rounder

Ralph Steadman

The Regular

Georgia Wilson

The Beginner

Sophie Dawson

Journey Mapping

Understanding their unique journeys and identify pain points along the way

Definition

App Analysis

We continued analyzing Strava and it’s competitors, revealing key failures to meet our personas’ needs.

We continued analyzing Strava and it’s competitors,
revealing key failures to meet our personas’ needs

The Competitor

“When I am training for a race I have to use several apps to see the metrics I need”

How might we consolidate training data into one app?

The All Rounder

“I don’t have the ability to accurately track for sports outside of running and cycling”

How might we expand tracking for non-distance sports?

The Regular

“I easily get stuck in the same boring routine, but I don't have time to change it”

How might we maximize users’ time with engaging activities?

The Beginner

“I wish I could meet new people to ride with... but I don't know how”

How might we help users find and join inclusive communities?

in Summary...

Who Strava IS serving:

Athletes aiming to dominate leaderboards…

Who Strava ISN'T serving:

Literally everyone else...

So... we got to work!

Ideation

Feature Ideation

We continued analyzing Strava and it’s competitors, revealing key failures to meet our personas’ needs.

Based on our research we workshopped several ideas for each persona,
settling on four new features that met their needs while driving future growth

How might we consolidate training data into one app for Competitors?

Customize your display with a wide range of real-time performance metrics

How might we expand tracking for non-distance sports for the All-Rounders?

Intuitively track your weightlifting using wearables to analyze movements

How might we maximize limited time with engaging activities for the Regulars?

Instantly create fresh new routes that fit your chaotic schedule

How might we help facilitate inclusive communities for the Beginners?

Seamlessly find group rides and make new connections in your area

Design & Development

Design

Feature Development

We continued analyzing Strava and it’s competitors, revealing key failures to meet our personas’ needs.

With our features goals decided, we began fleshing out exactly how
they would be implemented and add value to the product

App Mapping

We refined the site map and defined new feature task flows for seamless functionality

Paper Prototyping

Next we rapidly prototyped, tested with target users, and adapted based on our observations.

Paper Prototyping

We then rapidly prototyped and tested with target users, adapting based on observations

Wireframing

We continued iterating and testing several rounds of wireframes, refining more each time

What did we learn from testing?

Feature 1

Smart Profiles

Competitors want to be able to clearly select and preview their screens as they add widgets

Feature 2

Enhanced Sport Tracking

All Rounders want the ability to activley edit sets and reps during weightlifting sessions

Feature 3

On Demand Route Generation

Regulars want the ability to specify their preferred running terrain for each route

Feature 4

Active Group Rides

Beginners want to toggle between calendar and map views when searching for group rides

Feature Delivery

Based on several rounds of iteration and testing, we finalized four features to resonate with each of our personas

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UI Delivery