FROM ELITE ATHLETES
TO CORPORATE POPULATIONS
FROM ELITE ATHLETES
TO CORPORATE POPULATIONS
CRAFTING THE EXOS TRAINING EXPERIENCE
FOR EMPLOYEES OF GOOGLE
CRAFTING THE
EXOS TRAINING EXPERIENCE
FOR EMPLOYEES OF GOOGLE
Exos, a leader in world-class training programs for elite athletes, embarked on an ambitious project to extend its renowned performance training to its corporate clients, starting with Google.
My role was to lead a cross-functional team in reinventing and standardizing the personal training service for Exos's corporate client populations.
_PROJECT
Exos Training Program @ Google
_DATE
January 2020
_MY ROLE
Experience Design
Service Design
We conducted an in-depth analysis of the existing personal training and small group training experiences for our corporate clients, identifying key gaps and pain points for both members and staff.
This exploration revealed considerable variations in how the service was delivered, as well as challenges on the coaching side of the house. This led us to hypothesize that incorporating an app could help standardize the delivery of the Exos methodology and significantly improve the experience for the customer.
MAPPING THE CURRENT STATE
Our first step was to clearly identify and understand our users: The employees at Google. This audience, regardless of fitness level, is very driven and passionate about their work.
For the "Beginner" fitness level group specifically, sedentary lifestyles and high pressure careers would often lead them to deprioritize their own health and wellness.
Recognizing this, our solution needed to not only motivate them to engage with the training program, but also ensure it was a highly efficient and effective use of their limited time.
This insight was crucial in tailoring a service that fit seamlessly into their busy schedules, making health and fitness a feasible part of their daily routine.
LEARN _ESTABLISH THE BASELINE
LEARN _
STEP 1
Now that we had a way to standardize and scale the the service, we needed to empathize and see things through the member's eyes. Leveraging design thinking methodologies, we pulled together a diverse team of coaching staff, Exos and client leadership, as well as UX designers to determine where our biggest sticking-points and opportunities were.
From this, we quickly developed a prototype of the new training experience to test with real members.
MAPPING THE IDEAL STATE
Partnering with the experts on the Exos Performance Innovation Team, we leveraged a third-party training app called BridgeAthletic, to help bring the Exos programming to life. We loaded the app with the Exos movement library, a collection of videos that capture individual strength and functional training movements coaching cues, and prescriptive information.
Based on the specifics of the training methodology, these movements were expertly curated by the coach to create an prescriptive, Exos-approved, progressive training program for the member.
DESIGN _CRAFT THE SOLUTION
DESIGN
STEP 2
These insights led us to a strategic pivot, where we narrowed our target audience to the "Beginner" group.
This approach allowed us to identify and address specific challenges for this group, resulting in a more inclusive and effective training solution that resonated well with our largest corporate population.
PILOT TEST OUTCOME
We initiated the pilot program with real users to validate and assess the effectiveness of our solution. This test helped us evaluate how different user types interacted with the app and the overall training program. By closely monitoring their experiences, we gained valuable insights into what worked well and opportunities for improvement.
The pilot revealed that while the app integration was successful with certain user types, it was less effective for others.
DELIVER _TESTING WITH REAL USERS
DELIVER
STEP 3
This project, particularly in collaboration with Google, reinforced the value of an iterative and adaptive design approach.
Google's dynamic nature inspired us to continue refining the Exos training program, adopting a mindset of constant testing, learning and refinement.
To facilitate this ongoing development, we initiated the "Fishfood" program at Google, designed to rigorously test and evolve the effectiveness of our training for their employees.
REFLECT
REFLECT
Outside of the Google initiative, we launched the new Exos Training Program internationally with our corporate clients. This global rollout marked a significant milestone, enabling us to extend our world-class coaching to a much wider audience.
After the pilot testing phase, we refined the user experience for the "beginners", ensuring the training was approachable and engaging.
We then tackled a comprehensive marketing strategy that addressed each stage of the customer lifecycle, from awareness to retention. Recognizing the busy and often motivation-challenged nature of our target audience, our marketing plan was crafted with an acute understanding of their lifestyle and needs.
REFINE _ITERATE & EVOLVE
REFINE
STEP 4
