Astra Plc Wellness Program: Fitbit

Project plan

            Fitbit seeks to assist the user maintain good physical and mental health by helping the user to keep track of physical activities engaged in on a daily basis and assessing sleeping patterns to determine the effect they have on the users mental health. The rationale for the app design is based on research suggesting that focusing on one’s physical activities and progress attained helps people to remain driven and focused and relieves stress. The app will therefore keep track of the user’s physical activities, lifestyle choices, diet and sleeping patterns. The data will be used to note areas that need improvement and what steps the user needs to take in order achieve the desired mental and physical health. The processes involved from the period the idea is generated to launch and assessment of results will be analyzed and progress recorded and updated in the in the figure below.

Fig 1.1 Gaant Chart for Fitbit processes against time period set and percentage achieved so far.

Project scope

            Fitbit is a wellness application that will be compatible with all android platforms and will help the user to keep track, record, and display relevant information about their sleeping patterns, physical activity, diet intake and their impact on the user’s physical health and mental well being. The app will be designed to ease access and ensure that the target audience can easily access the features and custom fit them to fit their personal physical and mental needs. The data displayed will also help the user to identify deficiencies and activities in their daily routines that interfere with their desirable health and fitness (Gay & Leijdekkers, 2012). A 3D feature will also be used to give a visual representation of the user’s current health with gamification features that will see the avatar change to reflect similar changes on the user both physically and on a mental level.

            Testing will be carried out using an Android simulator that is run using computer technology. The simulator will allow for testing to take place during different stages of development in order to get rid of any glitches before launch. A group of 10 individual will be selected to test the program, its ease of access and identify areas that need to be innovated more to suit the user’s needs. Once developed, the app will be made available on different platforms in phases (Locke et al, 2014). In the first phase, the app will be linked to various social media platforms such as Instagram and Twitter. Users will be able to download the app free of charge and their testimonials will act as feedback to determine its effectiveness and identify areas that need improvement. Fitbit will also feature in app purchases where users can subscribe to fitness routines and programs that guide individuals on how to balance their diet to have the most desirable outcomes.

Project Risks

            The major risks that could be encountered during launch are as a result of design and compatibility issues and also competition from similar products in the market.  Fitbit’s differentiation strategy could create great challenges when testing for compatibility to ensure that the design delivers on what it promises. Most fitness apps offer assistance in specific aspects of fitness such as fitness, diet or sleeping patterns (Miner & Miner, 2005). Fitbit however combines all these features and could therefore experience major challenges when designing the app to enhance their functioning capability.  Failure in one aspect could result in the product’s inability to deliver what it promises its users. Since the goal is to enhance the user’s physical, mental and overall well being, any issues resulting from the app’s design and compatibility is likely to limit its ability to promote the user’s overall well being.

            Similar products from the competition also pose great risks to a successful launch especially in an already overpopulated market. The desire to lead health lifestyles has prompted different organizations to offer fitness apps. Their existence in the market means that Astra will have to invest in different marketing and differentiation strategies to set its products apart from those from the competition. The company will therefore be required to engage in different marketing activities and promotions to create awareness of the new product, its features and how it is set to help the target audience satisfy their needs (Miner & Miner, 2005). Astra should therefore utilize its social media platforms as a way to inform potential customers of a new product in the market and how it is designed to satisfy the existing demand. Differentiation strategies will help potential customers to identify Fitbit from similar products and in so doing, gain a competitive advantage.

Project success

Fitbit’s success will be determined by the user’s testimonials as well as the changes displayed by the 3D avatar featured in the app. The testimonials will give vital information regarding the app’s compatibility and user satisfaction with the device futures. Users will be urged to give feedback about their experiences using the app as well as the impact it has had in sustaining their overall physical and mental health. Users will give feedback on different aspects such as the ease of use, accuracy when counting steps, efficiency in tracking sleeping patterns and other features made possible through the app.

Users will also be guided on how to create a 3D avatar that reflects the state of their physical and mental health. The avatar will act as a representation of the user and any changes achieved from using the app on the user will be reflected on the avatar. Changes such as weight loss, muscle gain and overall physical traits that the user experiences will in turn be reflected on the avatar to show users where they started and what changes they have made. The avatar will also offer a means to compare the progress made against the original avatar as a result of physical activities the user engages in through the app. The accuracy of the information will however depend on the user’s ability to identify changes that are attributed to Fitbit from those that are not. Since medical complications can cause weight loss, users will be instructed on how to ensure that the changes reflected on the app are solely as a result of activities suggested through Fitbit.

 

 

 

 

References

Forastiere M, Pietro D and Sannino G, (2017) “A wellness mobile application for smart health:    Pilot study design and results” National Research Council

Gay V and Leijdekkers P, (2012) “Personalized mobile health and fitness: Lessons learnt from     my fitness companion” ResearchGate

LOCKE, L. F., SPIRDUSO, W. W., & SILVERMAN, S. J. (2014). Proposals that work: a guide             for planning dissertations and grant proposals. Los Angeles [etc.], SAGE.

MINER, J. T., & MINER, L. E. (2005). Models of proposal planning & writing. Westport, Conn,             Praeger

Verhoven A, (2020) “Everything you need to develop your fitness app marketing plan” retrieved             from, https://www.adjust.com/blog/fitness-app-marketing-plan/