CLIENT

Gaia

ROLE

Product Designer, UX & UI

PROJECT TYPE

Rapid Feature Team, Design Sprint

LESS TIME PLANNING, MORE TIME ON YOGA.

Implimenting objective driven yoga playlists and learning tools to increase new member engagement in GAIA users.

THE PROBLEM

GAIA, the largest streaming platform of yoga and meditation media, aims to reach 500,000 paid subscribtions by 2019. The company indures its greatest rate of new member churn within seven days of account sign up, and acknowledges vastly increased consumer lifetime value with new member retainment of one week.

GAIA attributes success in new member retainment to optimizing the following key performance indicators: time to first and second video view, median minutes watched, average completion rates, playlist adds, and videos viewed within 30 days.

GAIA, the largest streaming platform of yoga and meditation media, aims to reach 500,000 paid subscribtions by 2019. The company indures its greatest rate of new member churn within seven days of account sign up, and acknowledges vastly increased consumer lifetime value with new member retainment of one week.

GAIA attributes success in new member retainment to optimizing the following key performance indicators: time to first and second video view, median minutes watched, average completion rates, playlist adds, and videos viewed within 30 days.

HOW MIGHT WE?

How might we decrease time to first video view for new GAIA members?

CURRENT CONTENT LAYOUT

GAIA's yoga content is bucketed into five horizantal filters, each with extensive dropdown selections. This filter organization is problematic for new users unfamiliar with GAIA titles and looking to find their first video - not sure of the filters needed to get to a video that suits their yoga objectives.

COMPETITIVE LANDSCAPE

I looked to a variety of media streaming and content publishers for organization and filtering methods. I found that digital products housing a large amount of media will group content into more digestable categories that align with the user's interest. Many products allow their users to follow categories of interest and receive updates once content is added or edited.

STAKEHOLDER INTERVIEWS

How do you prefer to do yoga?

To better understand how people choose their yoga practice, and what interactions they take to arrive at their yoga goals, I interviewed two affected parties:

People that do yoga using a digital platform
People that do yoga without a digital platform

Interviewing 7 people within the above subsets, I inquired about setting up for yoga, time spent on yoga, and advancement in yoga practice.

KEY FINDINGS

People intending to do yoga want to minimize their time planning in order to maximize their time practicing.

People starting a new yoga focus are more likely to learn from a teacher or influencer to build confidence.

People start yoga with an objective in mind, prioritizing health, fitness, focus, and other motivations. They will often adopt a yoga focus perscribed to them that fits in with this objective.

TEST SOLUTION: CURATED CONTENT PLAYLISTS

Group GAIA's yoga content into objective driven playlists, providing users qued videos that better align to their motivations in practicing yoga. Additionally, users will be able to follow playlists and teachers aligning with their ideal practice.

TIME TO FIRST VIDEO

With curated playlists aligned to yoga objectives, users will more quickly identify with and select content resonating to their ideal practice. This in turn will maximize time practicing and diminish time planning.

+ MEDIAN MINUTES

Queing content in playlists will effectively drive users to the next video upon completion. With videos specific to the user's motivationa nd focus already lined up, users will view more content.

+ VIEWS FIRST 30 DAYS

With ability to follow playlists and teachers, users will effectively build their yoga practice with better focus and confidence - beginning routine that requires more views in the first 30 days of product use.

SKETCHES

While sketching the solution, I paid attention to the Focus dropdown, considering how users might assimilate their yoga objective to the playlists and teachers they could follow. Here I experimented with a short highlight reel that showcased starter playlists and teachers for each yoga type .

WIREFRAMES

In my wireframing process, I considered a variety of ways media could be grouped by subject, as well as what previewed information would be vital to show the user when choosing a playlist or teacher to follow. Additionally, I made Focuses to Get Started a more transparent horizantal filter in order to more quickly funnel the user toward getting to the motivation best identified for their intended practice.

HIGH FIDELITY

FOLLOW PLAYLISTS AND TEACHERS

Easily find the playlist and teacher best aligned to your objective in practicing yoga. The que of videos followed will be saved to My GAIA for quick access anytime.

BUILD CONFIDENCE IN NEW PRACTICES

Check out the beginner highlight reel for suggestions on which playlists and teachers to follow when beginning a new yoga style. Sort playlists by objectivces to find the perfect playlist or teacher to get started with.

WHY THIS WORKS

Implimenting yoga playlists allows GAIA users to more quickly determine videos aligned with their practice objective. The ability to follow yoga playlists creates more rapid access to yoga content after first video view, as executes more video views per user with a que of videos readily available. With content better assimilating to the user's yoga goals, they will watch each video for a longer duration.

WANT TO GET IN TOUCH?

JoshAdlerDesign@Gmail.com

(818) 983-7452

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