Make an impact with every step you take!
Make an impact with every step you take!
Make an impact with every step you take!
trundl — the walking app that turns your everyday walks into charity donations and more! Becoming a trundlr means you’re instantly an active part of a UK-wide force for good. A membership where you belong to a like-minded community that’s making a difference for a range of UK outdoor and mobility causes with every walk.
I had the pleasure of connecting with Samuel Olsson, a Startup Advisor specialising in assisting App Entrepreneurs. Cleo, the visionary behind the RitYOUal App (Rise Ritual), graciously recommended me as a UX/UI Designer to Kurve. Subsequently,
trundl — the walking app that turns your everyday walks into charity donations and more! Becoming a trundlr means you’re instantly an active part of a UK-wide force for good. A membership where you belong to a like-minded community that’s making a difference for a range of UK outdoor and mobility causes with every walk.
I had the pleasure of connecting with Samuel Olsson, a Startup Advisor specialising in assisting App Entrepreneurs. Cleo, the visionary behind the RitYOUal App (Rise Ritual), graciously recommended me as a UX/UI Designer to Kurve. Subsequently,
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Description
trundl, a charity walking app, was in need of a product and messaging review and optimising their app store presence
trundl, a charity walking app, was in need of a product and messaging review and optimising their app store presence
Collaborators
Role
Sara Tenti (Copy Writer),
Samuel Olsson (App Growth Marketing & Startup Advisor for App Entrepeneurs)
UX Researcher, Brand Desinger, UI Desinger
Solution
UXR, Product Review, Stakeholder Presentation, App Store Slides
UXR, Product Review, Stakeholder Presentation, App Store Slides
Tools Used
Figma, Figjam, Slack, Notion, Google Doc, Google Meet, Illustrator
Figma, Figjam, Slack, Notion, Google Doc, Google Meet, Illustrator
Role
Collaborators
UX Researcher, UX Designer, UX Writer, Graphic Designer
Hanna Kravets
Dates
December 2023 - January 2024
December 2023 - January 2024
Research Methods
JTBD-Interview
Brand Comparison Chart
Secondary Research
Visual Competitive Analysis
Target Users
trundl users
Active Users
User in the UK with active interests
Understand JTBD with Interviews and optimise messaging
Review costumer experience (UX) from first impression to Key Conversion in app
Product review, suggestions to the design and development team for each aspect of the app
Review Monetisation Strategy and costumer journey
DISCLAIMER
Due to budget constraints, the Design Thinking process for this project extended only until the ideation phase. This limitation was acknowledged, given the project’s primary emphasis on elevating the overall user experience.
While we've extracted valuable insights from our secondary research on B2B metrics, the core emphasis of this project is specifically on B2C.
Background Research - Research Goals
Understand the Job to be done through interview to optimise messaging and more.
Understand the Job to be done through interview to optimise messaging and more.
Job To Be Done
Job To Be Done
01
01
Get Insights on current Monetisation and Branding Strategy to improve for the future.
Get Insights on current Monetisation and Branding Strategy to improve for the future.
Monetisation & Branding
Monetisation & Branding
02
02
Compare market visual aspects and range to dominate competitors.
Compare market visual aspects and range to dominate competitors.
Market Competitors
Market Competitors
03
03
Understand the users habits, feelings and thoughts on charities and their activities
Understand the users habits, feelings and thoughts on charities and their activities
Tasks
Tasks
04
04
Secondary Research
45+
45+
is the age range of trundl's B2C audience
is the age range of trundl's B2C audience
14
14
of company members as clients of trundl
of company members as clients of trundl
2
2
top reasons to use trundl: donating to charities and feeling motivated to be more active
top reasons to use trundl: donating to charities and feeling motivated to be more active
Brand Comparison Chart
Conclusions:
Charity Miles emerges as the most prominent direct competitor in the realm of charity walks, given its direct integration with Strava. Strava, a straightforward fitness app, connects with various apps, devices, and brands, enabling users to track their fitness goals. The target audience of Charity Miles aligns more closely with Trundl than that of Strava.
Sweatcoin, while a formidable competitor, does not fall into the category of direct competition. Users have the option to accumulate Sweatcoins, redeemable for various products, services, and gifts. Their presentation on “how it works” proved to be the most insightful and easy to understand.
Strava
Ramblers
Sweatcoin
Charity Miles
Visual Competitive Analysis
STRAVA is doing an amazing job UI-Wise. It gives the user various possibilities to track their activity while keeping it easy to understand. I was able to navigate easily through the app and understood the features, found elements such as the community and various activity part fast and I quickly understood how their website works. Since it is not a charity walk app, it is not a direct competitor of trundl however, lots of trundl users are using STRAVA for running and sport activities. You can connect the app with your health kit form your iPhone.
STRAVA is doing an amazing job UI-Wise. It gives the user various possibilities to track their activity while keeping it easy to understand. I was able to navigate easily through the app and understood the features, found elements such as the community and various activity part fast and I quickly understood how their website works. Since it is not a charity walk app, it is not a direct competitor of trundl however, lots of trundl users are using STRAVA for running and sport activities. You can connect the app with your health kit form your iPhone.
While Charity Miles is trundl’s biggest competitor on the market in terms of charity walking, it still has potential to enhance their user interface more. The navigation is simple but the possibilities are limited. While you can choose from different activities while tracking, it was still hard to navigate through the app. The sponsor feature left me confused and the community part is limited.
Also the ad in the background while tracking is more annoying than beneficial. They might use the space for sponsors to finance the app but at the same time they are using a lot of data in the registration process which costs more.
While Charity Miles is trundl’s biggest competitor on the market in terms of charity walking, it still has potential to enhance their user interface more. The navigation is simple but the possibilities are limited. While you can choose from different activities while tracking, it was still hard to navigate through the app. The sponsor feature left me confused and the community part is limited.
Also the ad in the background while tracking is more annoying than beneficial. They might use the space for sponsors to finance the app but at the same time they are using a lot of data in the registration process which costs more.
White
FFFFFF
Charity Miles Green
0fc470
Black
000000
White
FFFFFF
Strava Orange
FC4C01
Black
000000
Sweatcoin Purple
5f34ba
Sweatcoin for good Orange
fd8b7b
Sweatcoin for good Blue
052655
Sweatcoin changed their user interface throughout the years. It was easy to navigate through the screens and I liked the playful and dynamic home screen. Since it is not a direct competitor for trundl, as the user can use Sweatcoins also to buy things, it still does an incredible job on the user interface. With the wider possibilities it still keeps it simple and easy to understand. They also did an amazing job explaining how it works on their website.
Sweatcoin changed their user interface throughout the years. It was easy to navigate through the screens and I liked the playful and dynamic home screen. Since it is not a direct competitor for trundl, as the user can use Sweatcoins also to buy things, it still does an incredible job on the user interface. With the wider possibilities it still keeps it simple and easy to understand. They also did an amazing job explaining how it works on their website.
JTBD - Interview and Main Key Take Aways
Being Active
It motivates users to stay active by making every walk a giving opportunity
User feels in control
Non-discruptive app
Benefits
Affordability
Feel good factor
Progress awareness
Heightened outdoor time enjoyment
Community
Trundl Users
Charity > competition against others
Charity
Charity giving is most loved
Easy
Seamless
One signle plattform
Value Proposition Canvas
Based on that, I was able to create Jobs-To-Be-Done (JTBD) stories.
JTBD-Stories
The value proposition canvas helps us identify the jobs that have to be done according to the results from the JBTD Interview, which are decluttered in the Affinity Map.
The templates allow us to create the following JTBD-Stories derived from the value proposition canvas.
These stories can be edited and extended since they evolve much slower than we think.
When_____________
I want to__________
So I can_________
(Situation)
(Motivation)
(Expected outcome)
They would like to__
When_____________
(verb)_________
(Situation)
(Motivation)
(Action derived from motivation)
When the costumer wants to record where they go, they want to get an overview on their progress, feeling satisfied by having a summary.
When the costumer wants to compete against themselves, they want to become a better version of themselves and feel motivated to take action.
....
When the costumer wants to go for walks, we want to motivate the user, so we can build an emotional relationship with them and ensure they keep using our product.
When the costumer wants to donate to charities, we want to make sure they feel informed, can do it easily and feel good about themselves, so we establish our mission at trundl.
...
With the brand strategy derived from Kurve’s team’s previous research, these JTBD stories not only enhance but also expand the task framework.
User Journey Map
Conclusions:
• While Trundl does have presentation decks about their audience background, unfortunately, they didn’t contain any customer journeys.
• After a small revision on Sara’s side, I added HMW statements that helped me formulate two different problem statements.
• We focused here on two phases throughout the journey.
Main HMW Statements were:
"HMW encourage users to trundl also in non sporty activities?"
"HMW promote the app in a way for everyone and not only active users?"
"HMW encourage trundl users based in the city to use the app also for non sporty activities?"
"HMW design the CO2 feature in a way that it will be used more?"
"HMW clarify that the CO2 feature is not only for a car swaps?"
Problem Statement
Active trundl users, need to find a a way to discover and use the CO2 Feature, because the insights of the carbon savings are interesting and will keep the user engaged with our app.
Problem Statement
Non-active people who are interested in charities, need to find a way to learn about trundl and its charity walk contributions, because you can use our app also in non sporty activities such as going to the post office.
Design Opportunities
HMW design the CO2 feature in a way it will be used more?
HMW encourage users to trundl also in non sporty activities?
HMW promote the app in a way for everyone and not only walkers? (dog owners, families, young people detoxing from social etc.)
It’s crucial to note that although the project didn’t heavily emphasize UI, these Problem Statements and Design Opportunities are invaluable for Marketing Experts and Brand Strategists, providing a creative boost within their domain of expertise.
Ideation and Sketches
• The sketches in the ideation phase served as more inputs and feedback from the perspective of a Product Designer than as a definite solution.
• The challenging aspect was to analyze the current app screens, even though I couldn’t access the app since it is not available in any app store outside of the UK. Fortunately, Sara assisted me by capturing screenshots of all the app screens and sharing them with me on the Figjam Board.
Rewrite Sentence:
Curious about your carbon savings?
Check out carbon savings!
Track your carbon savings!
Track my carbon savings!
....
Rewrite Sentence:
How much carbon do you want to save?
How many kg of CO2 do you want to save?
...
KG of carbon savings
KG of CO2
Information Pop-Up how much KM are KG in CO2
Search for charities
Search Bar in between “Select all charities” - Button
Carbon Saving:
123 CO2kg
To work
To work
Chores
Go!
With Partner
Pop-Up with possibility to define their Trundl contribution - multiple selection possible
Give user full control to define their trundl contribution with + button
In Nature
Hiking
Running
Running
Walking
Pop-Up with tracking what kind of activity the user is trundling after pressing “Go trundling”
Small information pop-pop-ups on each variation
Go!
Give user possibility to create own goals
such as:
km walked with dog
time apart from social media
time spent with family
....
Choose an Icon
Choose an Icon
Walk With Dog
Choose an Unit
Choose an Unit
Write down your goal
Example: walk with the dog....
Drop down button
Drop down button
km
km
0
0
Set My Goal
Your Goal:
Set up your own goal
Set up goal
Set up goal
Set up personlised goals if you want to track how much you walked with your dog or spent time away from social media!
Set up personlised goals if you want to track how much you walked with your dog or spent time away from social media!
Stakeholder Presentation
Shortly before the concluding Stakeholder Meeting, where the outcomes of the ongoing research were to be presented, Samuel, Sara, and I convened to discuss all findings. We delved into adjustments from Sara’s perspective, her contributions (such as UGC Scripts and Copy Suggestions), and outlined the subsequent roadmap/framework, including the design of the App Store Slide.
Stakeholder Presentation
Shortly before the concluding Stakeholder Meeting, where the outcomes of the ongoing research were to be presented, Samuel, Sara, and I convened to discuss all findings. We delved into adjustments from Sara’s perspective, her contributions (such as UGC Scripts and Copy Suggestions), and outlined the subsequent roadmap/framework, including the design of the App Store Slide (as detailed later in this case study).
App Store Slides
• Alongside my collaborative research with Sara and Sam, the App Optimization Team conducted their investigation on crafting optimal copies to enhance the presence of the Trundl app in the Apple and Google Play Store.
• I designed multiple versions of the slides for A/B testing to be conducted, aiming to select the best option for the first, middle, and last slide. Additionally, I scaled the slides to different sizes following the Apple Store guidelines.
Next Steps
Next Steps
• Re-iterate sketches and draw first Low-Fidelity wireframes/prototypes for testings
Implement new branding slogan from collected insights
Wireframe Mid- and High-Fidelity prototype with results of testing
Find UGC Influencer and create scripts
Learnings
Learnings
Received valuable feedback from Tess, our stakeholder, guiding improvements in my role as a UX designer. Unfortunately, direct stakeholder engagement was missed due to communication through Samuel. Although I had access to extensive research material, active participation in Sara's secondary research would have enhanced my understanding.
Despite these challenges, I am excited about contributing to the project, highlighting the benefits of the design thinking process. The collaboration with Sara and Sam was delightful, and I look forward to more curated projects at Kurve!
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