Last week, I published a deep-dive of the onboarding and messaging strategy of an app I've really enjoyed using lately: Future.
Future is a fitness app of the future — think async personal training at a fraction of the cost all directly from your phone.
I hypothesized what the top JTBDs were for a buyer like me, compared it against the messaging on their website, documented the "aha!" moments along the journey, and outlined experiments I'd test.
The teardown was so internally successful at Future that the CEO actually reached out to me and thanked me.
Some folks from the Future team even offered the first month completely free for anyone who was interested in trying it.
Here's some quick highlights of the teardown just in case you want the TL;DR version:
- Future has an incredible app experience, but they don't really showcase this; anyone legitimately interested may have to do some digging before they give it a shot
- The moment of truth is the user's "first workout completed", but the journey to get there could use some experimentation. Future makes it all about "finding your coach" but I argue that the "pull" moment might actually be doing a workout first and then staying consistent
- The messaging hits all of the basic needs, but forgets one critical JTBD that could dramatically improve conversions and signups: "Do workouts consistently"
- The website could use some expanding — even if it is primarily a mobile app. Websites still matter for mobile apps; especially for a higher ticket price per month for B2C. I think Future should focus on customer stories and use cases so prospects get the "I think this is for me!" feeling.
Let me know what you think of the full teardown if you read it! Would love to know if it's helpful and if there's aspects you'd like to see me cover in the future.
Oh also — this was not in any way sponsored by Future. I'm just a recent customer who's been reflecting on their app experience and my own personal customer journey. 😉
TTFN! Ta-ta for now!
PS — If you would like a similar free audit or teardown, hit reply and let me know or reply with your website here.