Yoga Journal UXDi research

Student research project

Transcript

1. User Research
   Top Findings:
   2013.06.30 | Compiled by: Wesley Haines, J. Calvin Hoot & Abi Kelly
   

   View Slide

2. 1.
   3.
   2.
   4.
   5.
   Top Ten Findings on Practitioner Needs
   Yoga Instruction & Injury Prevention
   Practitioners, regardless of skill level, want clear
   and detialed instruction on yoga poses. Their
   focus is on education for injury prevention.
   Fitting Yoga into a Busy Lifestyle
   Beginners and advanced practioners
   acknowledge the wide diversity of yoga styles,
   and seek information by style category.
   Information on Diverse Yoga Styles
   Most practioners interviewed lead busy lives,
   and appreciate quick and accessible
   information on fitting yoga into their
   schedules.
   Yoga as a Social Activity
   Due to a wide vareity of skill levels, practitioners
   value different types of content, and require
   clear navigation and searchability.
   Regardless of skill level, most practitioners
   valued yoga as a social activity.
   6.
   8.
   7.
   9.
   10.
   Interest In Gear
   All practitioners interviewed required similar
   types of gear and related products.
   Interest in Special Events
   Practitioners were interested in special events
   such as retreats, festivals and workshops.
   Focus on Stress Reduction
   Readers of the Magazine
   Enjoy Content on Yoga Lifestyle
   The vast majority of practitioners noted and
   valued yoga’s various non-physical benefits,
   such as stress relief, relaxation, and lending a
   sense of calm.
   Practioner Skill-Levels
   and Needs Vary Widely
   People who read Yoga Journal were most
   interested in the lifestyle content within the
   magazine, wheras those who frequented the
   website enjoyed more diverse content.
   Magazine and Online Content
   Reach Different Audiences
   Different practioners preferred either the
   magazine or the website, without notable
   overlap between the groups.
   

   View Slide

3. 1: Yoga Instruction and Injury Prevention
   Regardless of style of yoga, or skill level, all practitioners
   expressed a desire for accurate and detailed instruction.
   In general, they favored in-person teaching, however, some
   enjoyed DVDs or other video content.
   Recommendation:
   Detailed information on poses and video content
   would give practioners the information the are interested in.
   “Yoga is best learned though demonstration
   and individual adjustments.”
   33% of those interviewed have
   been injured during yoga
   Kyle,
   Beginning Practioner
   

   View Slide

4. 2: Information on Diverse Yoga Styles
   Beginning practioners all desired an interest in learning more
   about yoga styles. Advanced practioners wanted more
   detailed information about their favored style. Regardless of
   skill level, all users recognized the diversity of yoga styles,
   and the need for information about all of them.
   Recommendation:
   Provide content that is searchable by style of yoga.
   “I first tried Bikram yoga and found it
   wasn’t for me. Then I tried Vinyasa,
   and really loved it. Sometimes it’s
   hard to find the right style.”
   Hillary
   

   View Slide

5. 3: Fitting Yoga into a Busy Lifestyle
   According to our research, people who practice yoga tend to
   have very busy lives. They enjoy online content which helps to
   fit yoga into their hectic schedules, like quick tips or short
   video content. DVDs were also popular.
   Recommendation:
   Provide easy to navigate content, quick tips, and short videos.
   “I’m a student, a mom, and I commute
   several hours per day; I need help
   fitting yoga into my busy schedule.”
   Patsy,
   Busy Student, Mom and Athlete
   

   View Slide

6. 4: Skill-Levels and Needs Vary Widely
   The information that beginners are looking for,
   such as demystifying the practice, showed to be turning away
   advanced practitioners.
   Recommendation:
   Allow the content to be personalized through profiles, so that the
   advanced users are more engaged.
   “As I’ve learned quite a lot, I need
   less gimmicky-flashy yoga stuff.”
   Griffen,
   Advanced Practitioner
   

   View Slide

7. 5: Yoga as a Social Activity
   More than half of those interviewed started their practice
   with a friend. They also called out that different types of yoga
   and class times serve different groups, like the "yoga moms"
   or the "bouncy cardi-yoga instructors."
   Recommendation:
   Incorporating the social aspect of yoga through meetups, referral
   bonuses, and social networking will encourage engagement and
   provide incentive to join the premium section.
   “I’ve made a lot of friends
   through yoga.”
   Siri,
   Enjoys Yoga with Friends
   

   View Slide

8. 6: Interest in Gear
   All practitioners expressed a need for similar gear, including
   attire, and yoga mats. Many favored specific brands, while
   others found some brands to be indicative of status.
   Recommendation:
   Include features on popular gear, a gear store, or gear reviews.
   “It’s important to have the right gear.”
   Sarah,
   Shops at Lululemon
   100% of those interviewed
   expressed an interest in gear.
   

   View Slide

9. 7: Interest In Special Events
   Many of the practitioners we interviewed referred to events
   and festivals as a common activity among their friends who
   practice yoga. It is also a great opportunity to bolster revenue
   and subscriptions by offering discounts and partnerships with
   various yoga festivals throughout the country.
   Recommendation:
   Include features about special events. In future iterations of the
   site, special event content could be customized to individual
   user’s location.
   “I’ve been to a retreat in Costa Rica,
   and would like to go to more
   special events.”
   Mary,
   Plans on Attending Wanderlust Yoga Festival
   

   View Slide

10. 90% of those interviewed mentioned
    yoga’s non-physical benefits, like
    stress reduction
    8: Focus on Stress Reduction
    The vast majority of those interviewed mentioned yoga’s
    non-physical benefits, including stress reduction, relaxation,
    and creating a feeling of calm. Because most practioners also
    had bust schedules, stress reduction was an important benefit
    of their yoga practice.
    Recommendation:
    Incorporating easy tips to integrate yoga into a busy lifestyle,
    providing content on yoga for stress-management, and a clean,
    clear visual design would benefit users interested in
    stress-management.
    “Yoga is a great way to relieve stress.”
    Haley,
    Student
    

    View Slide

11. 9: Magazine Readers Enjoy Content on Yoga Lifestyle
    Brief Summary of Finding.
    The magazine is doing a good job addressing casual readers
    in studios and while traveling.
    Recommendation:
    Keep a lifestyle section online that builds off of what is in the
    magazine and allows readers cross reference with other
    information sources online.
    “It’s a quick read; I don’t have to think
    about it much.”
    Reese,
    Enjoys Yoga Journal as an Easy Read
    

    View Slide

12. 10: Different Audiences for Magazine and Online Content
    All of the teachers that subscribed to yoga journal got it as an
    add-on to their liability insurance, and didn't find the
    magazine relevant or useful. The subscribers used the
    magazine "for fun" and used the site “to answer
    specific questions."
    Recommendation:
    Integrate the magazine content with the paywall, so that the short
    articles are available for free (and give a taste of the magazine),
    while the longer features are pay-to-read. Create options for
    print+online and online only to cut down on costs.
    “I go online to look up poses or
    search for videos. I don’t really read
    the magazine.”
    Claire,
    Zombie
    

    View Slide

13. In conclusion, yoga practioners had a diverse
    variety of needs and interests, which calls for
    clear and searchable web content, as well as
    light and inspiring printed media.
    In Conclusion
    Instruction & Injury Prevention
    Exposure to Diversity of Styles
    Balancing Yoga with Busy Lives
    Skill Levels and Needs Vary
    Yoga as a Social Activity
    Interest in Gear
    Interest in Special Events
    Focus on Stress Reduction
    Magazine Readers Interested
    in Lifestyle Content
    Different Audience for
    Magazine and Online
    1.
    3.
    2.
    4.
    5.
    6.
    8.
    7.
    9.
    10.
    

    View Slide

14. Contact:
    Wesley Haines (wesley.haines@me.com)
    J. Calvin Hoot (jchoot01@gmail.com
    Abi Kelly (abikelly@gmail.com)
    

    View Slide