Venture Building & Design Thinking: Competing in the online fitness market
Competing in the Online Fitness Market as a New Competitor
The big challenge for TOMO was to develop a platform, a working business model, and position itself right within an already big and growing market. Our role in this early stage of the project was to conduct research on the state of the market right now, how to position the platform within the market, build a prototype, design an early concept, and validate our ideas.
Market Analysis
Market Analysis
Market Analysis
Market Analysis

Getting to know your audience

Getting to know your audience
Getting to know your audience

Getting to know your audience

Analyzing the fitness market size and online fitness market

Analyzing the fitness market size and online fitness market
Analyzing the fitness market size and online fitness market

Analyzing the fitness market size and online fitness market

Getting to know our competitors

Getting to know our competitors
Getting to know our competitors

Getting to know our competitors

Finding our place in the market with a Positioning Matrix

Finding our place in the market with a Positioning Matrix
Finding our place in the market with a Positioning Matrix

Finding our place in the market with a Positioning Matrix

Generating and validating ideas through a Remote Design Sprint
Generating and validating ideas through a Remote Design Sprint
Generating and validating ideas through a Remote Design Sprint
Generating and validating ideas through a Remote Design Sprint

For and Against

For and Against
For and Against

For and Against

Long-term brainstorming & HMWs

Long-term brainstorming & HMWs
Long-term brainstorming & HMWs

Long-term brainstorming & HMWs

Choosing the best solution in the Art Gallery Exposition

Choosing the best solution in the Art Gallery Exposition
Choosing the best solution in the Art Gallery Exposition

Choosing the best solution in the Art Gallery Exposition

Creating user test flows

Creating user test flows
Creating user test flows

Creating user test flows

Selecting the required Prototype Screens

Selecting the required Prototype Screens
Selecting the required Prototype Screens

Selecting the required Prototype Screens

Prototyping & Concept Designs
Prototyping & Concept Designs
Prototyping & Concept Designs
Prototyping & Concept Designs

Designing an early concept for the trainer landingpage

Designing an early concept for the trainer landingpage
Designing an early concept for the trainer landingpage

Designing an early concept for the trainer landingpage

Prototyping the register flow for new trainers

Prototyping the register flow for new trainers
Prototyping the register flow for new trainers

Prototyping the register flow for new trainers

Design a friendly onboarding experience for trainers

Design a friendly onboarding experience for trainers
Design a friendly onboarding experience for trainers

Design a friendly onboarding experience for trainers

Concept Design: Consumer Side

Concept Design: Consumer Side
Concept Design: Consumer Side

Concept Design: Consumer Side

Designing the portal concept for consumers

Designing the portal concept for consumers
Designing the portal concept for consumers

Designing the portal concept for consumers

User Testing & Validation Interviews

User Testing & Validation Interviews
User Testing & Validation Interviews

User Testing & Validation Interviews

Gaining insights and learning through User Testing

Gaining insights and learning through User Testing
Gaining insights and learning through User Testing

Gaining insights and learning through User Testing

From Design Sprint to Business Model Canvas

From Design Sprint to Business Model Canvas
From Design Sprint to Business Model Canvas

From Design Sprint to Business Model Canvas

Successfully laying the groundwork for the future of TOMO
We wanted to learn how to make TOMO a relevant competitor in the online fitness market. Together with Programic, we improved the original ideas. In our journey, we defined the target audience and the position to take within the online fitness market. During the Design Sprint, we made valuable decisions and laid the groundwork for the early concepts and prototypes. We followed that up by successfully creating high-fidelity prototypes which gave us insights and the required input to validate our ideas. The overall feedback was very positive, the users who were part of our user tests were very happy with the experience. Also, they were interested in how this project would develop further, and would be open to giving the platform a chance!