About All Direction Health
- Industry – Fitness/Wellness
- Services – Design and Development
- Business Type – Startup
What began as a small initiative to combat the sedentary lifestyle forced upon many during lockdowns quickly gained traction. Mr Prakash’s team at In Tech saw the potential in this idea and swiftly developed a basic app featuring workout videos. This rapid response marked the beginning of All Direction Health’s journey.
The Challenge
The initial app, while functional, was just the first step. As the user base grew and diverse fitness needs became apparent, it was clear that a more comprehensive, personalized solution was needed. This realization set the stage for a collaboration with Galekt, aimed at transforming All Direction Health from a simple workout video platform into a fully-fledged, inclusive fitness ecosystem. It was getting difficult by the day for them to cater to a diverse audience with their fitness programs.
Content Fragmentation
Their educational content and workout programs were scattered across their demo app and multiple platforms, including Facebook, YouTube, Zoom, and various podcast channels. This dispersion made it difficult for members to access all the resources they needed in one place.
Lack of Personalisation
The existing system didn’t allow for tailored fitness programs that could cater to different age groups and skill levels. This one-size-fits-all approach was failing to meet the diverse needs of their user base.
Inefficient Content Delivery
The team had no effective way to track whether their daily motivational content and workout programs were reaching all members or making a meaningful impact.
Limited Progress Tracking
Measuring member progress and maintaining accountability was a significant challenge. The lack of a centralized system made it nearly impossible to track individual user journeys and provide personalized guidance.
Communication Bottlenecks
Answering member questions and providing personalized attention was a logistical challenge. Valuable interactions were often lost in the noise of various communication channels.
Collaborative Solution
Recognising the need for a more comprehensive and personalised platform, All Direction Health partnered with Galekt to develop a custom mobile application for users and a web portal (PWA) for program management. The development process took 6 months, resulting in a solution that addressed their core challenges.
Key features of the solution included
Diverse Program Library
The platform can now offer a wide range of workout programs, from free basic routines to premium specialised content. All programs are categorised by difficulty level, making it easy for users to find exercises that match their fitness level and goals.
Personalised User Experience
The mobile app connects users of all ages and skill levels with certified trainers, providing a more individualised approach to fitness. This feature ensures that users receive guidance tailored to their specific needs and abilities.
A trainer’s feedback during closed testing, “The mobile app allows us to connect with users of all ages and skill levels in a much more personal way. It’s like having a trainer in your pocket.”
Efficient Content Management
The admin interface revolutionised the content creation process. It allows for quick and easy program development, significantly reducing the time required to create and launch new workout routines.
“What used to take two weeks now takes just four days.” the head trainer shares.
Monetisation Opportunities
The platform enables trainers, including those new to the industry, to create and offer their own programs. This feature opens up new revenue streams for both All Direction Health and its partner trainers.
User-Friendly Mobile Application
The app provides easy access to workout content, allowing users to engage with fitness programs anytime, anywhere. This accessibility enhances user engagement and helps members stay committed to their fitness journey.
Results and Impact
All Direction Health reported several positive outcomes during their first and second phased rollout:
- Increased Sign-ups
The introduction of free programs as part of the mobile app strategy led to a notable increase in sign-ups by 34%. These free offerings served as an effective way to introduce new users to the platform, expanding All Direction Health’s reach to a broader audience. - Streamlined Content Creation
The new system allowed for centralised storage and organisation of all workout content. By categorising workouts based on difficulty levels, the content creation process became significantly more streamlined, reducing the time and effort required to develop new programs. - Trainer Empowerment
The platform became an attractive option for aspiring trainers who were just starting their careers. It provided them with the tools and infrastructure to create and offer their own programs, even if they didn’t have pre-existing content. This mutual benefit helped grow All Direction Health’s trainer network by 12% while supporting new professionals in the industry. - Improved User Engagement
The personalised, easily accessible content on the mobile app contributed to improved user engagement. Members found it easier to maintain their fitness routines with quality, tailored workouts readily available on their devices. This accessibility and personalisation led to better adherence to fitness goals among users.
This isn’t just an app; it’s a new way for us to fulfil our mission of making fitness accessible to everyone. We’re now reaching people we never could before, and our trainers are more empowered than ever to share their expertise.
Prakash Gandhi – Founder and CEO
Overcoming Project Challenges
Hiring the right team
Getting the right people for the job was key to making All Direction Health’s project a success. Our carefully curated team included not just technical experts, but also a professional with deep knowledge of fitness programming, user experience design for health applications, and the unique challenges of creating content for diverse age groups and skill levels. This multidisciplinary approach ensured that we could address the nuanced needs of both trainers and users, creating a platform that was not only technologically sound but also genuinely useful and engaging for fitness enthusiasts of all backgrounds.
Highly personalised exercise content for the new platform
To get the app out quickly, we worked closely with All Direction Health. Our team spent time at their office, which helped us understand exactly what they needed. We brought together different experts to come up with solutions that worked with their current systems.
The journey wasn’t without its hurdles. “Organising our existing workouts and making them easy to understand was tough,” the content manager shared. “We had to sort through months of material. But this process actually helped us improve our content, making it clearer and more useful for our users.”
By working side by side with All Direction Health, we were able to solve problems faster and create an app that really met their needs and got to market quickly.
Our Process
- Discovery and Planning
We began with in-depth discussions with All Direction Health’s team to fully understand their needs, challenges, and vision. This phase included analysing their existing content and systems to ensure a smooth transition. We decided on Cross-Platform technologies to create the application - Design and Prototyping
Our UX/UI team created wireframes and interactive prototypes, focusing on user-friendly interfaces for both the mobile app and admin portal. We iterated on these designs based on client feedback to ensure they met All Direction Health’s expectations. - Development
We broke the project into two-week sprints, delivering functional pieces of the application incrementally. This approach allowed for regular client feedback and the flexibility to adapt to changing requirements. - Content Integration
We worked closely with All Direction Health’s content team to categorise and integrate their existing workout programs into the new system, ensuring all content was properly organised and easily accessible. - Testing and QA
Each sprint included rigorous testing to ensure the reliability and performance of new features. We conducted user acceptance testing with a select group of trainers and fitness enthusiasts to gather real-world feedback. - Beta Deployment
We agreed to a phased rollout strategy, where we first launched to a small group of beta users. This approach allowed us to monitor the changes and perform improvements before handing it over to their deployment team to take over the next phased rollout gradually expanding to their full user base.
Throughout the six-month development process, our approach allowed us to navigate challenges effectively, particularly in organising and refining the extensive existing content into a more digestible and user-friendly app workout format.
The proposed solution was developed using the new-age and open-source technologies such as:
- Node.js
- MongoDB
- React
- Ionic
- Angular
By collaborating with Galekt, All Direction Health transformed their fitness offering into an inclusive, personalised platform that serves users of all ages and skill levels.
