Prathima's Miles & Milestones

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Designing products for the long run — on screens and on trails

Product Funnels

Virtual Challenges Walk/Run/Cycle

A Funnel Analysis chart helps you understand how users navigate defined paths (“funnels”) within your product, and identify potential problem areas where users tend to drop off. A common example of a funnel is successful onboarding.

Image for representation purpose only

Virtual challenges have been booming for fitness apps since post-pandemic. This is independent of location, timings, geography, etc. One can choose a sport, read the distance goal, and join the challenge. 
There are daily, monthly, and quarterly challenges.

Gamification of fitness with badges, rewards, and social-media sharing have been a hit improving the physical & mental health of fellow citizens. Apps like Fitbit, Strava, Garmin, Coros, Apple smartwatches, Fittr, and ultrahuman rings have transformed the fitness industry.

As a Product Manager building, delivering, and monitoring similar features for a diverse user group audience across age groups, fitness levels, etc measuring the success of this feature is not very easy. Defining a distance goal should not to too high for a beginner nor very easy for a moderate & elite audience. This takes a lot of trial & error approach with defining multiple challenges across social media days in a month.

Some of the considerable metrics & funnels are listed below:
 
Virtual Challenge-type Metrics

  1. Daily/Weekly/ Monthly Fitness Challenges (Run, Walk, Cycle)
  2. Minimum number of challenges a user participates in at any given time
  3. Total number of Challenges created — month-wise data
  4. Challenge Participation Ratio (Out of overall audience)
  5. Monthly Challenge Completion Rate
  6. Social media shares leading to join

User-behavior Virtual Challenges metrics

  1. New users joining Challenges
  2. Push Notification Open Rate
  3. Engagement Rate (Dates engaged) more than 20 days
  4. Average distance clocked per day (all 3 activities)
  5. User Satisfaction Score
  6. Number of Participants for Challenges vs Other Feature Users
  7. Total sessions created for Challenges
  8. Distance covered in all 3 activities
  9. Completion Rate
  10. Playstore review status
  11. Support tickets status
  12. Average session duration
  13. Session length
  14. Repeated Winners amongst all challenges
  15. What other features are winners (Top 5) of Challenges engaged in?
  16. The challenge location same as the current location in the profile
  17. Challenge location different to the current location in the profile
  18. Winner Vouchers Denomination vs Type of Challenge
  19. Vouchers distributed daily/weekly/fortnight monthly challenges
  20. Vouchers encashed daily/weekly/fortnight monthly challenges

Virtual Challenges Comparison Charts

  • Funnel 1 | Interested (viewed the page) vs joined (registered)
  • Funnel 2 | {D1, D7} progress vs inconsistent pattern {D1, D7}
  • Funnel 3 | Inactivity patterns {W1, W4}
  • Funnel 4 | Discontinued pattern in ‘x’ days of progress
  • Funnel 5 | Discontinued pattern in no progress at all
  • Funnel 6 | Discontinued in D1:D10 vs D11:D20 vs D21:D30
  • Funnel 7 | Average days of progress in W1 vs W2 vs W3 W4
  • Funnel 8 | No. of users who completed the challenge
  • Funnel 9 | Pattern in active vs inactive days & vice versa
  • Funnel 10 | No. of users completed the challenge before the time
  • Funnel 11 | Early registrations (Coming Soon) who completed
  • Funnel 12 | Early registrations vs Late registrations who completed
  • Funnel 13 | Users who completed <5 challenges
  • Funnel 13 | Users who participated in <5 challenges
  • Funnel 14 | Gender ratio of challenge participation (male: female)
  • Funnel 15 | Gender ratio of challenge completion (male: female)
  • Funnel 16 | Average age group of users who registered Vs made progress Vs completed
  • Funnel 17 | Completion rate across walk, run cycle
  • Funnel 18 | Completion rate across the walk, run cycle wrt gender
  • Funnel 18 | Completion rate success on what months of the year?
  • Funnel 18 | Completion rate failure months Funnel 18 | Users most inactive months of challenges/ Least participation
  • Funnel 18 | Location of walkers’ concentration wrt duration of the day
  • Funnel 19 | Location of runners’ concentration wrt duration of the day
  • Funnel 20 | Location of cyclists’ concentration wrt duration of the day
  • Funnel 21 | Completed users with junior profiles (Parents Completions)
  • Funnel 21 | Completed users with junior profiles (Male juniors vs Female juniors)
  • Funnel 21 | Completed users with junior profiles across age groups (average parents’ age)
  • Funnel 22 | Average distance clocked across walk, run, cycle in a challenge, gender-wise, location-wise
  • Funnel 23 | Most engaging/format challenge of the year with the highest active users & distance clocked
  • Funnel 24 | “Sum of distance” highest vs least in the year
  • Funnel 25 | Vouchers created vs Unused
  • Funnel 26 | Vouchers encashed vs Unused
  • Funnel 27 | Users who joined a new challenge just after completing one

Emailers wrt Virtual Challenges Metrics to capture metrics

  1. Challenge Booking Confirmation
  2. Welcome Emailer
  3. Participation Reminder Delivery metrics
  4. Delivery rate
  5. Bounce rate
  6. Engagement metrics
  7. Click-to-Open Rate
  8. Read-Forward
  9. Conversion metrics
  10. Conversion Rate
  11. Revenue per Email
  12. Retention and Engagement Metrics
  13. Unsubscribe
  14. Complaints
  15. Behavioural Metrics
  16. Time Spent Reading Email
  17. Across devices
  18. Challenges Specific Date
  19. Churn Rate (overall)

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