Fitbit Premium: User-Centered Requirements

Agenda

1. Fitbit Overview and Project Update

2. Customer Needs and Insights

3. Roadmap and Development Methodology

4. Feature Prototypes

5. Summary and Q & A

Fitbit Overview• Founded 2007

• $40M in recent round of funding

• Design inspired by simplicity

Activity Food Weight Sleep

Competitive Landscape & Consumer Pain Points

• North America’s CAGR projected to be 43% of Global Wearables Revenue by 2018

• 180 Million Shipments - 2018

• 10+ Players - Niche Markets

• Confusing & Intimidating Choices

• Lacking Comprehensive Solutions

Our Team’s TaskIncrease

Subscription Revenue

Drive Product Differentiation

for Fitbit

Take Pic ➔ Automated Calorie & Nutrition Calculation

Actionable & Insights Driven Fitness Coaching Helps Achieve Goals Faster & With Confidence

Problem Statement

Target I’m a person with Internet access and disposable income for gadgets

Problem Statement

I’m interested in achieving or maintaining a healthy weight but current solutions require too much work (manual calculations) and I lose motivation easily

Benefits

With a comprehensive solution that automatically tracks both my activities and food intake to help me make better choices,

1. I would be more motivated to stay on track and achieve my health goals.

2. I would feel better about myself, be more confident and be more successful in my personal and professional life.

Empathy Map

SAY

DO

Quotes & defining words your customer said.

Actions & behaviors you notice.

FEEL

What emotions might your customer be feeling?

What might your customer be thinking? What can you infer about their beliefs?

THINK NEEDS

INSIGHTS

“Needs” are human emotional or physical necessities. Needs are verbs, not nouns.

Unexpected revelations that often grow from contradictions or from asking yourself, “Why?”

I like to Eat at homeI like to Eat healthyI like to eat in ModerationI am BusyBusy workingGirlfriend cooks

Thinks about ConvenienceThinks about being CoolThinks about Cost($)Thinks Eats healthy outside?

Needs Social MotivationNeeds EducationNeeds to Understand valueNeeds help buying foodNeed RecommendationsNeed to try then buy(Freemium)

Eats at restaurantsEats at non chain restaurantsSpends $ at a gymGoes to exercise classesDoes social dietingAvoids packaged foods

Feels the needs to be fitDuty to help spouse be fitExercising must be enjoyable

Emotions, Social great motivatorResults help motivationInfluencers outside target segmentWant “FUN” featuresHave data privacy concernsGeneral idea of fitness at all timesBe quick, be convenient

Empathy Map

SAY

DO

Quotes & defining words your customer said.

Actions & behaviors you notice.

FEEL

What emotions might your customer be feeling?

What might your customer be thinking? What can you infer about their beliefs?

THINK NEEDS

INSIGHTS

“Needs” are human emotional or physical necessities. Needs are verbs, not nouns.

Unexpected revelations that often grow from contradictions or from asking yourself, “Why?”

I like to Eat at homeI like to Eat healthyI like to eat in ModerationI am BusyBusy workingGirlfriend cooks

Thinks about ConvenienceThinks about being CoolThinks about Cost($)Thinks Eats healthy outside?

Needs Social MotivationNeeds EducationNeeds to Understand valueNeeds help buying foodNeed RecommendationsNeed to try then buy(Freemium)

Eats at restaurantsEats at non chain restaurantsSpends $ at a gymGoes to exercise classesDoes social dietingAvoids packaged foods

Feels the needs to be fitDuty to help spouse be fitExercising must be enjoyable

Emotions, Social great motivatorResults help motivationInfluencers outside target segmentWant “FUN” featuresHave data privacy concernsGeneral idea of fitness at all timesBe quick, be convenient

MOTIVATED

SIMPLE

RESULTS

Key Themes From Needs & Insights

• In order to provide a comprehensive solution:

• Simplify Tracking: Photo recognition feature

• Offer Holistic Coaching

• Our MVP is based on these major themes

RoadmapRelease 1 - DEPLOYED Release 2 - IN PROGRESS Release 3 Release 4

Release Name Coaching MVP Photo-Recognition MVP Coaching MVP

EvolutionPhoto MVP

Evolution

Goal Prove Coaching valueProve Photo recognition valueAdoption rate: 100/1000Evaluate human-based solution

Test coachingHeuristics Test photo recognition engine.

Test Features Email based coachingSingle MarketRestaurant only

Mechanical Turk/Homegrown

Replace caching with heuristic engine

Integrate into web & app

Test photo recognition engine

Release Features “Instagram” Mealtime reminders UX improvement

Trending goalsDB restaurants (nationwide)

Customize reminders

MetricsEngagementPerceived Value

Stated willingness to pay

EngagementCost

Account & Recognition

Heuristic accuracyCustomer engagementPerceived valueStated willingness to pay

Customer fitness results

AccuracyEngagement

Perceived value

Development Methodology

Scrum:

• Evolving an existing website and service

• Enhancing existing features and adding new ones

• Discrete features, frequent deployments

• Flexibility in case we need to pivot

MVP for Coaching

• Powered by human fitness experts

• Actionable recommendations that can be automatically applied to Fitbit profile

• Limited user base (10,000)

• Email-based

MVP for Coaching

MVP for Photo-Based Calorie Tracking

• “Automatically” track calories based on a photo of the dish

• Micro Market: A single commercial area

• Restaurant dinners only - results by next morning

• Human-backed solution

MVP for Photo-Based Calorie Tracking

Adding a Second Team • Artificial Intelligence (A.I.) Experts

• More comfortable with Kanban

• Parallel development of heuristic engine for MVP features while original team focuses on the rest of the backlog (in Scrum).

• Integrate when engines meet pre-determined accuracy metrics.

Integrating our Second Team’s Work

For Coaching:

• Integrate when heuristic engine offers the same goal suggestion as human coaches 80% of the time.

For Photo Recognition:

• Integrate when engine accuracy is ≥ human-backed solution, as measured by customer acceptance of logged data.

Roadmap EvolvedRelease 1 - DEPLOYED Release 2 - IN PROGRESS Release 3 Release 4

Release Name Coaching MVP Photo-Recognition MVP Coaching MVP

EvolutionPhoto MVP

Evolution

Goal Prove Coaching valueProve Photo recognition valueAdoption rate: 100/1000Evaluate human-based solution

Test coaching heuristicsAdd Features

Test photo recognition engineAdd Features

Test Features Email based coachingSingle MarketRestaurant only

Mechanical Turk/Homegrown

Replace caching with heuristic engine

Integrate into web & app

Test photo recognition engine

Release Features “Instagram” Mealtime reminders

UPC ScanningChain Restaurant Menus

Trending Goals

Location-based suggestionsLocation-based reminders

Social goals & custom foods

MetricsEngagementPerceived Value

Stated willingness to pay

EngagementCost

Account & Recognition

Heuristic accuracyCustomer engagementPerceived valueStated willingness to pay

Customer fitness results

AccuracyEngagement

Perceived value

Moving ForwardWhile our new team works on A.I., our original team will move forward with important features:

• Larger database of restaurant foods (manual entry)

• UPC scanning for packaged foods

• Location-based reminders and suggestions

• Social features: Trending goals, selfie-sharing

• Expanding test features to wider markets.

In Closing ...Our conservative, leapfrog roadmap allows us to quickly field 2 ground breaking technologies and evolve them when customer demand proves out.

• Overall goal: make premium subscription compelling to new and existing customers

• Holistic approach and more accurate, easy journalling differentiates us

• Our leapfrog approach allows us to collect and develop simultaneously

• Coaching MVP is now in beta while Picture Recognition MVP is in development

• Once market response is confirmed, we’ll take the next step

• Trial new automated engines to replace human recognition and coaching

• Fine tune engines and launch when it’s ready

• Additional team will allow us to keep our current customers happy

• New team focuses on automation (their forte)

• Existing team focuses on non-beta features to keep current subscribers happy

Q & A

Appendix A: Release MapRelease Info

(Pts) Feedback

(Pts) Logging

(Pts) Alerts

(Pts) Social

(Pts) Shopping

(Pts)

Theme: MVP for personalized Coaching. Get customers used to taking photos for later photo recognition MVP.

Definition of Done:Customers can receive coaching after opting in.

Success Metrics:% opt in is 25% greater than current Fitbit Premium take rate.% surveyed who value coaching greater than 50%.

13 As I user, I want a coach to review my progress and be able to suggest changes to my goals at least every two weeks

0 As fitbit I want an email to automatically be composed from the coaches recommendation that includes an option to choose “I’ll try” or “Not this week”

2

As a user I want to opt in to personal coaching by responding to an email invitation.

1 As a user I want my recommendations to be automatically applied to my goals when I click “accept” in the coaching email.

1

As as a coach I want to be able to log and see a list of users who’s coaching needs updating

1

As a user I want my coach to see a list of the changes I’ve made to my goals - a history.

2

As fitbit I want a list of possible goal changes for my coaches to choose from to make sure that coaching is consistent and measurable

3

As a user, If I’m not going to accept a goal, I need a way to tell my coach the reason.

1

As a coach, if a user doesn’t accept a goal, I want their reason to be attached to their recent history.

1

As a user, if I reject a goal, I would like my rejection to be reviewed more quickly than the normal two-week interval.

1

As a user, I want to keep a log of photos of food I’ve eaten (like Instagram)

2

Appendix A: Release MapRelease Info

(Pts) Feedback

(Pts) Logging

(Pts) Alerts

(Pts) Social

(Pts) Shopping

(Pts)

Theme: MVP for Photo-based Calorie Tracking. Customers in a target market can take a photo of their meal at a restaurant and have the calories entered into their fitbit log by the next morning.

Definition of Done:Photo tracking operations work (ie are identifiable) in 75% of attempts.

Success Metric:75% of attempts accepted as accurate by the user.50% take rate for customers informed of photo-recognition opportunity.Human-based option is evaluated as cheaper than computer image comparison development.

18 As a user, I would like to take a picture of my meal at a restaurant and have Fitbit figure out the calories.

0 As a user in a photo-tracking test market, I want to be invited to try the photo-based tracking feature when the Fitbit app detects that I’ve opened it while at a restaurant

2

As Fitbit, I would like to trial photo-based calorie tracking in a metro area chosen for its user density and available Yelp/Foursquare database.

1

As Fitbit, I would like to detect which restaurant a customer is at, and scrape any available menus for that specific restaurant or that type of cuisine. These items should be added to a database as they are scraped.

5

As Fitbit, I would like to present a Mechanical Turk worker (or multiple workers) with a photo that a user has taken, the likely restaurant they are at, and image search results for items on that menu.

5

As Fitbit, I would like the likely match chosen by the Mechanical Turk worker to have a caloric value assigned by a dietician or other expert. This value should also be saved in the menu item database

3

As a user who has tried the photo-tracking feature, I’d like to be notified when my meal has been posted to my account

1 As a user who has tried the photo-tracking feature, I’d like to recommend it to my friends via Twitter, etc.

1

Appendix A: Release Map

Release Info(Pts) Feedback

(Pts) Logging

(Pts) Alerts

(Pts) Social

(Pts) Shopping

(Pts)

Theme: Flesh out tracking and social.

Definition of Done:Tracking is improved at least somewhat, and some social/engagement features are present

Success Metrics:% of customers using improved tracking methods.

31 As a user I want to scan UPC barcode to automatically enter nutritional info for my packaged food.

8 As a health enthusiast, I want to be able to see and add goals which are “trending“ so that I can feel motivated and be a part of community that thinks alike and motivates each other

5

As a user I want to search the database for items on major restaurant chain menus.

13 As a user, I want to know what foods and meals are recommended so that I can plan ahead when shopping

5

Appendix A: Release Map

Release Info(Pts) Feedback

(Pts) Logging

(Pts) Alerts

(Pts) Social

(Pts) Shopping

(Pts)

Theme: Usability improvements, more social hooks.

Definition of Done:Overall UX is an improvement over MVP levels.

Success Metrics:% of customers viewing and choosing social goals.% of customers using location feature.

19 As a user I’d like to be given recommendations based on what has worked for people "like" me.

5 As a dieter, I want to select from restaurant menus based on my location so that I can accurately record my intake

5 As a user, I want to be able to customize the times of day at which I'm reminded

2

As a user, I would like to be reminded to track my food after leaving a location that may be a restaurant

2 Allow me to choose custom foods made by other people.

5

Appendix A: Release Map

Release Info(Pts) Feedback

(Pts) Logging

(Pts) Alerts

(Pts) Social

(Pts) Shopping

(Pts)

(Stories without releases)

As a user I’d like to get recommendations for “easy”, “medium”, and “hard” exercises

2 As a user I’d like to track my progress visually by keeping a log of “Selfies”

3 As a user, I want to buy foods from an online grocery store so that I don’t have to spend an hour for shopping and will be more likely to follow the recommendations.

2

As a user, I want to know which 3 nutrients I consumed were at the optimal level and which 3 were the worst so that I will know what to keep doing and what to improve.

5 As a dieter, if my food can’t be picked automatically from the picture I want to choose from possible matches so that my food selection can be done quickly and the wrong food won’t be logged.

8 As a user, I want to have a shopping list automatically created based on the recommended meals so I will know what to buy at the grocery store.

5

As a user, I want to see a list of the foods that I’ve eaten most frequently over the last n days

1 As a dieter, I want customize the food selected by photo recognition so that subtle preparation details such as sauteed with butter or olive oil will be reflected in the calories logged.

5

Appendix BOriginal Stories & Points for A.I. Work

Coaching A.I. Stories 17Choose and acquire Ops-5 reasoning engine 3Build Input API for cals, steps, sleep, goals 3Interview coaches to build ruleset 3Create rules for engine 3Build simulation for R1 results vs engine 1Integrate customer coaching interactions w/ engine 2Build architecture for giving both AI and human option to customers

1

Build tracking for AI vs human acceptance by customer 1

Appendix BOriginal Stories & Points for A.I. Work

Photo Recognition A.I. Stories 16Research engine options for image comparison 3Build Inputs for scraped menu photos and previous matches 2Test engine against successful IDs from R2 4Create rules for engine 3Integrate with customer food log 2Give both A.I. and human-based matches to customer 1Track A.I. vs human-based acceptance 1