About Traqade

Traqade is management software primarily focused on fitness centers to automate and enhance productivity, management and engagement.

Let's digitally transform their centers with business process automation & active online growth marketing and engage, retain members better by innovative engagement tools while driving sales by leveraging predictive analytics and AI.

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The Problem

Traqade is an emerging fitness/club management software, the following problems are :

• Stagnant Growth and low retention rate.
• Design looks outdated compared to its competitors, and parts of its user experience are unpolished while lacking in scalability for new features.
• No Design System to scale the product.
• An overhaul is overdue and will ensure Traqade remains competitive in the long run.

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The Solution

We created a brand-new design system to ensure Traqade incorporates best-in-class usability and aesthetics across all corners of the application, which also helped us scale the product by adding new features consistently on the web and member mobile app. Later resulted to a growth in acquisition rate by 52%, retention rate by 58% and fall in attrition rate by 31%.

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My role

I conducted initial user research, redefined user personas, and worked on all aspects of the new design system, including its visual, UX, and motion design. Later I collaborated with a design colleague to work on a few main features like Personal Training, Classes, Reports, Feedback Management, and many others. I revamped the existing modules of crucial pages. At the same time, my developer colleagues helped implement my designs.

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My Design Process

I followed Double Diamond Method in this project. Why ? Cause I find this method well structured. It’s same as Design Thinking or IDEO’s User centered design. It’s just that there’s multiple ways to skin a cat :)

Discovery

• Understanding the domain for better empathy.
• Conducting UX Audit to list down the experience and interface issues.
• Understand the business challenges.
• Understanding the current metrics of the product
• Collaborating with cross platform team members in order to find the root cause of the problem
• Competitive Analysis
• Semi Structured User Interviews to understand our customers better before jumping up on a solution.

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Define

Based on the findings in the discovery phase I collaborated with other stakeholder to brainstorm and analyse on the findings we gathered from the User Research. We conducted a few workshops to discuss the insights and HMW solve those issues. those are as follows :

• Cohesive Design System to make traqade consistent and scalable for new features.
• Relative hierarchy and structure that motivates ease of use and reduces cognitive load.
• White-Collar mobile app for the centers (gyms/clubs) to schedule and manage classes/sessions.
• Feedback Management feature to create surveys for the gym members; this will help our customers understand the requirements of their users.
• Redesign Add flow to bring focus and reduce errors.
• QR Code & Biometric integration and for seamless and authorized entry in centers
• Schedule Personal Training and Virtual training sessions.
• Thorough Report Management feature, which covers the dynamics of Revenue, Acquisition, Engagement & Performance.
• Campaign Management Feature to promote gym & sell more memberships via bulk email & SMS.
• Interactive Emailers for better engagement with the members.
• Group Classes Management feature to add and schedule specific classes, accessible to the members who have opted for the class.
• Payments & expenses Feature to track and schedule all the payment requests
• Push Notification for all kinds of alerts
• Post-Covid: Slot booking & Vaccination reports as per government guidelines to run gyms.

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After HMW session, based on the current scenario and importance, we measured the solutions using the Impact/Effort scale in order to be aligned and informed of the timeline.

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Ideation

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Creating Information Architecture

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Low Fi Wireframes

I prefer sketches over wireframes, while researching I was also working on the new design system which streamlined our process of wire-framing.

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Creating a robust Design System

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Visual Designs & Prototyping

Enjoy the visuals :)

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Validate

• Tested by the onboarded customers who are already using our product.
• Feedback on the redesigned UI was good, but still, we found some constraints, where we thought that the new search flow would be usable and intuitive with just a click. But we found the customers had already created a mental model around a few old interactions, so we thought of sticking to the old search interaction.
• Reiterated based on learnings.
• Worked on the UATs with the QA team to ensure all the designs are successfully aligned with the development.

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Post Release Impact

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My Learnings

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• Traqade was by far one of the most exhaustive projects I worked on, which carved my problem-solving and visual skills better.
• Data-driven design is crucial and leads to building very relevant experiences for people, which I feel can make any product simple.
• Thinking about functional & technical aspects and breaking down complexity is core to a Designer’s skillset
• Fail fast, Iterate faster!
• Design systems should be flexible to increase the scalability of the product.
• Data Visualisation
• Ux Writing for Traqade Connect (Member App)
• Polished Iconography and Illustration skills.
• Introduced to motion design and loving it!
• Play Store / App Store Screens

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