Can Runkeeper also function as a guide through the journey of health and happiness? There is a question Runkeeper asks after every run. How did this run feel? There is a series of 5 smiley faces and the chance to rate how your run went.
There is a follow up question if you had a bad run, asking what was bothering you. Then, nothing happens. You never see those smiley faces again. Its such a small, almost change on the front page, but changes the entire feel of the app. Then, I went to the smiley faces. Those guys are adorable and deserved some sort of micro-interaction. But, more than that, they offer an opportunity to engage the user, to tap into their higher purpose and to guide them through a journey.
In my redesign, I considered a few more reasons that could cause someone to have a bad run that went beyond aches and pain. The app then offers them follow up. If they have sore legs, for example, the app offers the option of doing some stretching exercises and upgrading to RunKeeper Go for more.
Likewise, of they had a great run, users could be given the option to schedule a another run. On the summary page, I made another small information architecture decision, replacing the two options for seeing running stats with one.
This change allowed me to include a journey page. The journey page uses the data collected from the way the runner is feeling as well as information like weather. The intention of the page is to show that, hey, wether it was a good run or a bad run, the journey is the way. The page offers insights based on the data collected. Without further ado, here is the journey page.
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In contrast, Runkeeper users are down-to-earth, approachable and supportive-more on a day-to-day basis. Be it an online or offline event or even social media , the Runkeeper app has been able to increase engagement and provide a sustained utility to its users. One of the most exciting community-driven event by Runkeeper was the Global 5k challeng e, the results of which hint at the continuous usage of this app and active users during a specific period!
An active community of users will boost the visibility of your app since they are bound to refer it to their friends and family.
While the above-mentioned lessons can be applied to most apps today, one needs a few individual growth hacks to keep the momentum sustained. In the case of Runkeeper, we can witness not one but four growth hacks.
A large number of these success stories have been propelled by word-of-mouth- both organic or stimulated, via In-app referrals. According to a study published by American Marketing Association AMA , referral marketing brings in more valuable and loyal customers. Most marketers who have been pursuing growth for their apps will agree that this is a huge margin as compared to other overtly expensive and time-sensitive marketing tactics.
In the case of Runkeeper, the app had already garnered the much-needed limelight propelled by organic word-of-mouth. One of the core feature of the app allows and motivates its users to constantly share their milestones with others in their social circle. The app also allows users to invite their friends to comment and like and follow their journey, thereby inducing a social viral loop. Quite often it is seen that an enjoyable exercise routine quickly changes into a task for many.
This is the biggest hurdle for app marketers that fall into the fitness category. The Runkeeper app, however, leveraged push notification as a growth hack and combined it with historical user data. This way they were able to send push notifications to users, reminding them of an impending run, thereby keeping the motivational graph high.
For an app like Runkeeper, sustained running is the most significant activity on the app followed by app upgrades, leading to revenue for the app.
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