Project Scope: 4 months

Project Members: Narmin Sharifova, Shrishti Aurora, ShiYi Xie

Role: Research and personas analysis, Customer journey map analysis, Communication campaign design, Concept video editing

Tools: Photoshop, Illustrator, Premiere Pro, After Effect

In Collaboration With Technogym

Overview

Technogym is the leading company in the fitness and wellness sector. Technogym is known all over the world as "The Wellness company" - a company that has helped develop the concept of "fitness" into a complete wellness lifestyle. 

Technogym's mission is to help people live better by providing the best possible fitness equipment, services, content, and programs. All of these solutions use technology to connect to one another so users can experience Wellness no matter where they are. 

The goal of Technogym is to make Wellness accessible to everyone, everywhere, regardless of age. Technogym is able to help people achieve their sporting and wellbeing goals. Whether the goal is weight loss, strength training, or stretching, users can achieve all of this, and much more with Technogym products. 

Challenge

Envision and Design new strategic directions and business solutions aimed to offer premium experiences in the field of wellness, inside the gym. 

The intention is to provide an innovative and engaging experience (as personal training services and complementary training services) to the guests of premium clubs (including hotel and corporate). Also to design a strong communication campaign able to show the value of the brand and the experience that they have designed, identifying the right channels. 

Design Process

1. Discover

- Research analysis

- Qualitative & Quantitative interview

2. Define

- Persona analysis

- Target emotion

- Insights

- Empathy map

- Best practices

- HMW questions

3. Develop

- New direction

- New Concept

4. Deliver

- Solution

- Key communication campaign

5. Outcomes 

- Key learning

- Relevant feedback

Qualitative Questionnaire

1. Age Segment (40-50, 50-60, 60-70, 70-80, 80+)

2. Gender (M / F)

3. Are you into fitness (Yes / No)

4. If yes, what kind of exercise you prefer? (Cardio / Functional / Crossfit / yoga)

5. What fitness club/gym do you prefer to work out in? (Regular / Premium / Luxury)

6. How often do you workout? (0 days week / 1-2 days week / 3-4 days week / 5+ days week)

7. Is there any specific reason why you workout? (Medical / Stay fit / Fun / Socialize / Any other please specify)

8. What are your favorite wellness and fitness brands? (Lululemon / Nike / Adidas / Other)

9. Do you prefer group classes or individual training?

10.What would you say is your biggest obstacle to reach your fitness goals?

Quantitative Questionnaire

1. Demographics

2. Personality

3. What's your life like?

4. What do you do for a living?

5. Do you have a family?

6. Do you have a car? Which one? 

7. Where do you live? 

8. What are you into? 

9. What kind of social media do you use? 

10. Do you order food online?

11. What's your favorite movie?

12. Which products, brands, materials? 

13. Do you work out?

14. Outdoor or indoor?

15. What type of sports you exercise?

16. How many times per week do you exercise?

17. Do you have a personal trainer?

18. Do you have a training program?

19. What do you think of Technogym?

20. What does wellness mean to you?

21. What would be considered a luxurious gym for you?

22. What are your pain points when going to the gym?

Persona Analysis

Target Emotion

Insights

                                             A. I need a solution as per individual customer needs.

                                             B. I need an environment to recover my cognition.

                                             C. I need a digital innovation and active-aging that reshapes fitness centers 

                                                 into luxury social hubs.

                                              D. I need motivation, depending on my environment. 

Empathy Map

Best Practices

HMW Questions

1. How might we partner with the customer that makes training easier?

2. How might we make wellness something easy to achieve?

3. How might we help customers to become confident?

New Direction

New Concept

Scientific Fortune Teller

To help customers exploring themselves completely while understanding the core problems with perfect solutions.

Look at yourself and vision the full potential in-depth. Moreover, Technogym helps you to explore, engage, and embrace yourself the most.

To build up a connection between the brand and customers, while focusing on an individual's complete potential. 

Solution

Key communication campaign

Key Learning

To find a new direction for the premium gym for Technogym. To find the insights and define a new statement including accessibility, wellness, and training which respond directly from the new concept.

Relevant Feedback

For Technogym, our ideas are related to mirror scanning, a psychosomatic disorder (involves both mind and body), and biosensor (health which is based on the detection of a specific molecule that is linked to a health condition) which less connection with their company. They suggest we should think deeper and find comprehensive solutions for premium experience for their target customers.