Google Assistant ‘Freeletics Challenge’

Google x Freeletics

Powered by Google Assistant, this 14 Day voice-activated workout plan introduces the world of Freeletics to new fitness enthusiasts.

Objective

Increase usage of Google Assistant in its least adopted market, but within its highest potential category (fitness)

Market

German market

Learnings to uncover

With sports and Google Assistant, how will users find a voice only activated workout experience?

01

The Partnership

Combining Freeletics personal trainers into this Google Assistant action, we ran workshops to define the type of fitness 'experience' that would best serve new fitness enthusiasts into the word of Freeletics. A 14 day fitness challenge was born that would gradually increase participants workout schedule in a safe and controlled way. Cumulating in a final "challenge" on the 14th day.

02

The Workout

Freeletics instructor Selene was selected as the “voice” of the brand to motivate users through the 14-day challenge. Knowing that our target audience was primarily new fitness enthusiasts, our hypothesis was that equipment-free workouts would best help users navigate a voice-activated workout experience. We utilised Freeletics trainers experience to select the workout types and for how long each section should be.

02

Enhancing the conversational design

Alongside each workout, a GIF would accompany the instructions and guide the user throughout the movements of each exercise.

Through extensive UXR, we uncovered that particpants found the GIFs and interactions slightly too interuptive. Through rounds of iterations we reduced the average number of 'actions' by 33%.

I was also tasked to create visuals that best accompany the experience, with the lowest file size feasible and in the most engaging format with the assets provided. We had to partner with Google Assistant's product team to overcome technical limitations around file sizes throughout the process.

02

Encouraging rest days

To keep users engaged in the platform on non-workout days, the Assistant Action provides recommendations around nutrition, customer success stories, motivational spotify playlists and more. Further static imagery was created to signpost key moments for the user during their plan. Content ranged from recipe development, to inspirational customer stories to motivational playlists using Freeletics brand identity.