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
![TOMO - 2 - Market Analysis](https://cdn.prod.website-files.com/5f1dbb8cf60f94676d5eb2ec/62f7f28afd7b9987e13da83b_20220810_event-wouter-biegstraaten-1080x1920.webp)
Getting to know your audience
![TOMO - 3 - Target Audience](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe3aeb01eb43247a37923_Target%20Audience.png)
Getting to know your audience
Getting to know your audience
![TOMO - 3 - Target Audience](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe3aeb01eb43247a37923_Target%20Audience.png)
Getting to know your audience
![TOMO - 3 - Target Audience](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe3aeb01eb43247a37923_Target%20Audience.png)
Analyzing the fitness market size and online fitness market
![TOMO - 4 - Market Analysis & Market Size](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe3b94edab1a4439e3bd4_Market%20Analysis.png)
Analyzing the fitness market size and online fitness market
Analyzing the fitness market size and online fitness market
![TOMO - 4 - Market Analysis & Market Size](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe3b94edab1a4439e3bd4_Market%20Analysis.png)
Analyzing the fitness market size and online fitness market
![TOMO - 4 - Market Analysis & Market Size](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe3b94edab1a4439e3bd4_Market%20Analysis.png)
Getting to know our competitors
![TOMO - 5 - Competitor Analysis](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe0d0b01eb45d96a36548_Competitor%20Analysis.png)
Getting to know our competitors
Getting to know our competitors
![TOMO - 5 - Competitor Analysis](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe0d0b01eb45d96a36548_Competitor%20Analysis.png)
Getting to know our competitors
![TOMO - 5 - Competitor Analysis](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe0d0b01eb45d96a36548_Competitor%20Analysis.png)
Finding our place in the market with a Positioning Matrix
![TOMO - Market Positioning](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62c6afa06bc52e8158b05ee8_Positioning%20Matrix.png)
Finding our place in the market with a Positioning Matrix
Finding our place in the market with a Positioning Matrix
![TOMO - Market Positioning](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62c6afa06bc52e8158b05ee8_Positioning%20Matrix.png)
Finding our place in the market with a Positioning Matrix
![TOMO - Market Positioning](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62c6afa06bc52e8158b05ee8_Positioning%20Matrix.png)
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
![TOMO - Remote Design Sprint](https://cdn.prod.website-files.com/5f1dbb8cf60f94676d5eb2ec/62f7f28afd7b9987e13da83b_20220810_event-wouter-biegstraaten-1080x1920.webp)
For and Against
![TOMO - MIRO FOR AND AGAINST](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe0df6dc26e30657bd113_Miro_forandagainst.png)
For and Against
For and Against
![TOMO - MIRO FOR AND AGAINST](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe0df6dc26e30657bd113_Miro_forandagainst.png)
For and Against
![TOMO - MIRO FOR AND AGAINST](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe0df6dc26e30657bd113_Miro_forandagainst.png)
Long-term brainstorming & HMWs
![TOMO - MIRO Long-term brainstorming & HMWs](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe0f8d809bcc4afee7737_Brainstorming-HMWs.png)
Long-term brainstorming & HMWs
Long-term brainstorming & HMWs
![TOMO - MIRO Long-term brainstorming & HMWs](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe0f8d809bcc4afee7737_Brainstorming-HMWs.png)
Long-term brainstorming & HMWs
![TOMO - MIRO Long-term brainstorming & HMWs](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe0f8d809bcc4afee7737_Brainstorming-HMWs.png)
Choosing the best solution in the Art Gallery Exposition
![TOMO - MIRO Art Gallery](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe105612809e193e39c31_Art%20Gallery.png)
Choosing the best solution in the Art Gallery Exposition
Choosing the best solution in the Art Gallery Exposition
![TOMO - MIRO Art Gallery](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe105612809e193e39c31_Art%20Gallery.png)
Choosing the best solution in the Art Gallery Exposition
![TOMO - MIRO Art Gallery](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe105612809e193e39c31_Art%20Gallery.png)
Creating user test flows
![TOMO - MIRO User Test Flows](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe373f84cb95b8429a031_User%20Test%20Flows.png)
Creating user test flows
Creating user test flows
![TOMO - MIRO User Test Flows](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe373f84cb95b8429a031_User%20Test%20Flows.png)
Creating user test flows
![TOMO - MIRO User Test Flows](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe373f84cb95b8429a031_User%20Test%20Flows.png)
Selecting the required Prototype Screens
![TOMO - MIRO Storyboard](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62c6b12c5485d9295401226d_Storyboard.png)
Selecting the required Prototype Screens
Selecting the required Prototype Screens
![TOMO - MIRO Storyboard](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62c6b12c5485d9295401226d_Storyboard.png)
Selecting the required Prototype Screens
![TOMO - MIRO Storyboard](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62c6b12c5485d9295401226d_Storyboard.png)
Prototyping & Concept Designs
Prototyping & Concept Designs
Prototyping & Concept Designs
Prototyping & Concept Designs
![TOMO - Prototype & Concept Designs](https://cdn.prod.website-files.com/5f1dbb8cf60f94676d5eb2ec/62f7f28afd7b9987e13da83b_20220810_event-wouter-biegstraaten-1080x1920.webp)
Designing an early concept for the trainer landingpage
![TOMO - Concept Design: Trainer Side](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62c6b1b9f47f0c2073f476bb_Landingspagina-trainerside.jpg)
Designing an early concept for the trainer landingpage
Designing an early concept for the trainer landingpage
![TOMO - Concept Design: Trainer Side](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62c6b1b9f47f0c2073f476bb_Landingspagina-trainerside.jpg)
Designing an early concept for the trainer landingpage
![TOMO - Concept Design: Trainer Side](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62c6b1b9f47f0c2073f476bb_Landingspagina-trainerside.jpg)
Prototyping the register flow for new trainers
![TOMO - Trainer Register Prototype](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe25b06078f36fdb70da7_Trainer%20Register%20Prototype.png)
Prototyping the register flow for new trainers
Prototyping the register flow for new trainers
![TOMO - Trainer Register Prototype](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe25b06078f36fdb70da7_Trainer%20Register%20Prototype.png)
Prototyping the register flow for new trainers
![TOMO - Trainer Register Prototype](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe25b06078f36fdb70da7_Trainer%20Register%20Prototype.png)
Design a friendly onboarding experience for trainers
![TOMO - Trainer Onboarding Prototype](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe24af84cb91d46299754_Trainer-Onboarding-Prototype_Isometric%202.png)
Design a friendly onboarding experience for trainers
Design a friendly onboarding experience for trainers
![TOMO - Trainer Onboarding Prototype](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe24af84cb91d46299754_Trainer-Onboarding-Prototype_Isometric%202.png)
Design a friendly onboarding experience for trainers
![TOMO - Trainer Onboarding Prototype](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe24af84cb91d46299754_Trainer-Onboarding-Prototype_Isometric%202.png)
Concept Design: Consumer Side
![TOMO - Concept Design: Consumer Side](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe22b3c0fa8097d146485_consumder-side_mockup%202.png)
Concept Design: Consumer Side
Concept Design: Consumer Side
![TOMO - Concept Design: Consumer Side](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe22b3c0fa8097d146485_consumder-side_mockup%202.png)
Concept Design: Consumer Side
![TOMO - Concept Design: Consumer Side](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe22b3c0fa8097d146485_consumder-side_mockup%202.png)
Designing the portal concept for consumers
![TOMO - Consumer Side Web Concepts](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe219903d342ff823ab2b_consumer-side_ipad-mockups%202.png)
Designing the portal concept for consumers
Designing the portal concept for consumers
![TOMO - Consumer Side Web Concepts](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe219903d342ff823ab2b_consumer-side_ipad-mockups%202.png)
Designing the portal concept for consumers
![TOMO - Consumer Side Web Concepts](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe219903d342ff823ab2b_consumer-side_ipad-mockups%202.png)
User Testing & Validation Interviews
![TOMO - User Testing & Validation Interviews](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe1882f1b078925bcb989_User%20Testing%20%26%20Validation%20Interviews.png)
User Testing & Validation Interviews
User Testing & Validation Interviews
![TOMO - User Testing & Validation Interviews](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe1882f1b078925bcb989_User%20Testing%20%26%20Validation%20Interviews.png)
User Testing & Validation Interviews
![TOMO - User Testing & Validation Interviews](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe1882f1b078925bcb989_User%20Testing%20%26%20Validation%20Interviews.png)
Gaining insights and learning through User Testing
![TOMO - Insights User Testing](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe19341d3285d655c2832_Interview%20Insights.png)
Gaining insights and learning through User Testing
Gaining insights and learning through User Testing
![TOMO - Insights User Testing](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe19341d3285d655c2832_Interview%20Insights.png)
Gaining insights and learning through User Testing
![TOMO - Insights User Testing](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe19341d3285d655c2832_Interview%20Insights.png)
From Design Sprint to Business Model Canvas
![TOMO - From Design Sprint to Business Model Canvas](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe19d2f1b07073fbcbf9e_Business%20Model%20Canvas.png)
From Design Sprint to Business Model Canvas
From Design Sprint to Business Model Canvas
![TOMO - From Design Sprint to Business Model Canvas](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe19d2f1b07073fbcbf9e_Business%20Model%20Canvas.png)
From Design Sprint to Business Model Canvas
![TOMO - From Design Sprint to Business Model Canvas](https://cdn.prod.website-files.com/5f241ce93d52eca3fecec7fe/62cbe19d2f1b07073fbcbf9e_Business%20Model%20Canvas.png)
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!