We helped inspire more women to live active lifestyles
Our Parks have created a new way for women that are new to physical exercise to keep active. The Couch to Fitness programme is free to all and is built to appeal to those who have previously avoided fitness. The project is supported by Sport England as a tool for helping to develop communities through sport.
The Challenge
Women’s sport and fitness participation still faces a significant engagement gap, and Our Parks wanted to help more women complete their Couch to Fitness programme. With only 42% of users finishing the programme and a 70% drop-off from visitor to sign-up, the challenge was to completely rethink the platform’s UI and UX to improve motivation, reduce barriers and better track user impact.
Completion Rates
Only 42% of users who signed up were completing the Couch to Fitness programme
Sign-Up Drop-Off
Our Parks needed to reduce the 70% drop-off rate between visiting the platform and signing up
Sustained Engagement
The challenge was to motivate infrequent exercisers to start, continue and complete a home fitness programme
What We Delivered
We delivered the project across three key phases: research, wireframes and user testing.
We began with discovery workshops alongside Our Parks, Sport England and The Human Tech Agency team to understand the goals of the Couch to Fitness programme and define a clear direction for the project.
During the research phase, we carried out surveys, user interviews, competitor analysis and behaviour change technique analysis to understand why users were dropping off. This helped identify lack of motivation as a key barrier to completion.
From these insights, we created new user journeys and mobile prototypes designed to make the experience more motivating, simple and engaging. This included introducing extrinsic motivators such as badges and rewards, as well as a seamless “Netflix-style” journey that made it easier for returning users to continue where they left off.
We then tested the prototypes with real users, analysed their feedback and made consumer-led recommendations to improve the final product. To support future development, we also created a comprehensive strategy document that brought together the discovery, research, wireframes and rationale behind each recommendation.
The Result
Our Parks received a clear, research-backed strategy for improving the Couch to Fitness experience and supporting the development of the new PWA.
The redesigned user journeys helped reduce friction for new and returning users, making it easier to sign up, continue sessions and stay motivated throughout the programme.
The introduction of rewards, clearer progress tracking and a more personalised journey gave Our Parks a stronger foundation for increasing completion rates, reducing drop-off and helping more women build long-term fitness habits from home.
Born Barikor
the human tech agency have delivered a fantastic project and I highly recommend their work and approach to anyone who wants to enhance their digital business through UX and behaviour change
How We Work
A proven process that delivers results, from discovery to continuous improvement.
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