Last Update: January 2025

Last Update: January 2025

Last Update: January 2025

Company

Strava (Capstone)

Roles

UX/UI Design

User Research

Prototyping

Team

1 Product Designer

Timeline

6 months

(Jan—May 2022)

Curated Goals

Curated Goals

As a senior at Cornell, I took a product design course with AppDev. For my project, I designed a new feature for Strava, enhancing its social fitness platform for tracking athletic performance.

Overview

Background

Company

Strava is a social fitness platform designed to track and share athletic performance.

Strava is a social fitness platform designed to track and share athletic performance.

It combines activity tracking tools with a social network, fostering connections and motivation among athletes worldwide.

Research

Summary

I interviewed Strava users to uncover motivations for recording activities, a core KPI for the company.

I interviewed Strava users to uncover motivations for recording activities, a core KPI for the company.

Core Findings

  • Users were motivated to level up their fitness

  • Power-users are Runners

  • People want to share their activities

  • People weren't consistent in recording all activities

Problem Statement
As a runner, I want to improve my performance to achieve my fitness goals, but I can't do that well because...

1. I don't know what fitness benchmarks to set

2. It's difficult to hold myself accountable

Ideation

I brainstormed a few different ways to address the problem.

I brainstormed a few different ways to address the problem.

Potential Solutions

I got together with a product strategist and brainstormed solutions; here are a few of our favorites:

  1. A monthly leaderboard for your followers

  2. Curated goals based on previous activity

  3. Invite only competitions/clubs

  4. Group chats for goals with likeminded people

  5. Community Forums for improving performance

Low-Fidelity Wireframes

Using the insights gained from the feasibility/impact matrix, I decided to explore three solutions in low-fidelity wireframes.

SWOT Analysis

To hone in on a single solution to develop into high-fidelity wireframes, I conducted the following SWOT analysis to assess the potential of each solution:

After the analysis, I decided to design

Curated Goals

After the analysis, I decided to design

Curated Goals

Information Architecture

After looking at the production flow of Strava, I played around with the information architecture.

After looking at the production flow of Strava, I played around with the information architecture.

I identified the “You” page as the logical entry for Curated Goals, designed user flows, and created medium-fidelity wireframes. Key screen explorations informed tradeoffs, refining the final solution.

Final Designs

Closing Thoughts

Considerations & Constraints

Considerations & Constraints

Technical

  • Assess constraints of using the profile page as the entry point.

  • Verify feasibility of pulling data from users’ previous activities.


Future State

  • Introduce gamification with badges or awards.

  • Design screens for compatible wearables.

  • Enable users to provide feedback on Curated Goals’ impact on performance.

Next Steps

Next Steps

  • Arrange user testing sessions with key stakeholders, leveraging asynchronous testing via Lookback.io.

  • Iterate final designs and hand off to Engineering after alignment with PM.

  • Post-MVP launch, conduct A/B testing to evaluate different experiences.

Key Takeaways

Key Takeaways

  • Designing Curated Goals addressed Strava’s business needs by incentivizing paid subscriptions, increasing sessions, and enhancing gamification. The solution supports the app’s core purpose—recording activities—while inspiring users to improve performance and stay active.