Ladder

Project goals

Ladder is a social-focused and easy to follow workout app. The focus of this project was to allow members to build a unique/fun identity, create shareable "social currency" and drive better engagement throughout the app by working out more.

1. Increase workouts and drive engagement
2. Build a unique/fun identity
3. Create a shareable "social currency"

GIF

We expanded on what was already a strong visual identity and accompanied with powerful wording that targeted a demographic geared towards team workouts, "competitive gym culture" and an "intense fitness community".

GIF

Customisation

It was important that users could add their own flavour to their profiles. Through customising interests, backgrounds, colours and icons each user's profile could look unique further motivating them to visit their own profiles and engage with other people in the app.

Status and progression

The next important consideration was that users felt they were progressing toward a shared and individual goal. By "levelling" up, they felt a sense of achievement and were motivated to compete in a healthy way with others.

Throughout the app there were various status based mechanisms designed and built such as *leaderboards, badges + achievements to help further encourage compeition with friends.

Groups & Events

We read strong signals in user needs around community, so we focused on increasing engagement through better UX around interest groups features - this eventually contributed to 14.5% increase in in-app interactions such as likes, comments and reactions.

Design System

Before starting the project, there didn't exist a cohesive brand so developing a re-usable design-system helped consolidate different design efforts and implementations into engaging mediums for users to interact with. It made defining a set of rules much easier to initially frontload and apply different content into.

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Conclusion & Results

Over a 3 month period post launch there was a 10% increase in sign-ups and a 23% rise in workout completion, complemented by an 83% positive feedback rate. The 14.5% boost in social interactions within the app underscores a burgeoning community, marking the app as a nexus for fitness and social engagement.