Health / Fitness · Product Strategy · Dec 2023 to May 2024

ZOZOFIT × Apple Health

The brief was to connect Apple Health. The KPIs pointed at engagement; the users were asking a different question entirely.

Role: Product Manager · Product Designer
Platform: iOS · B2C
Market: USA · 20-50 · fitness and health
Timeline: Dec 2023 to May 2024

ZOZOFIT × Apple Health: What the feature actually produces. Activity, nutrition, hea — What the feature actually produces. Activity, nutrition, heart and sleep pulled from Apple Health, each one totalled and averaged over the interval between two scans, and set beside the body measurements taken at either end of it.

Context

ZOZOFIT is an at-home 3D body scanning fitness app. Users create precise 3D renders of their bodies wearing the ZOZOSUIT, or in a NOSUIT setting, and the app returns detailed measurements for over twelve locations, enough to track body change and calculate body fat percentage over time.

Apple Health integration was one of several features planned from mid-2023. We knew we could surface the data. Nobody could articulate why a user would care.

How might we provide insight and value to users by connecting Apple Health data with ZOZOFIT?

The questions I kept asking

01
What is actually considered value here?
02
What can users do with Apple Health data alongside body scans?
03
What would I want to see as a new user, versus a returning one?

Process

I took ownership of the end-to-end delivery: brainstorming with stakeholders to understand the business KPIs, then gathering context through user interviews and competitor analysis.

From there it was decision-making against customer service feedback, product analysis and technical scope, then understanding the iOS guidelines, restrictions and complexity well enough to work with the developers through build, staging, debugging and launch.

ZOZOFIT × Apple Health: The structural decision, before any of it looked like anythi — The structural decision, before any of it looked like anything. Apple Health thinks in days, weeks and months; ZOZOFIT thinks in scans. Adding Scan as a fourth interval alongside D, W and M is what let the health data answer a question about the body rather than just sit next to it.

ZOZOFIT × Apple Health: plate 1 — Ideation. On paper and on the wall first, then as a working canvas of every variant side by side. The value of the second one is that it makes the number of states visible: each column is a different combination of what data exists and what the user has permitted.

ZOZOFIT × Apple Health: plate 2 — Ideation. On paper and on the wall first, then as a working canvas of every variant side by side. The value of the second one is that it makes the number of states visible: each column is a different combination of what data exists and what the user has permitted.

Defined success metrics

01
5-10% increase in Number of Active Users
Within a three-month window.
02
Minimum usage frequency of twice monthly
Aligned to the nature of body scanning: it isn't a daily behaviour.
03
5-10% increase in retention
Following the first scan or initial feature usage.

ZOZOFIT × Apple Health: Existing reviews were already telling us what the product wa — Existing reviews were already telling us what the product was for. Reviewer names are obscured; the substance was people tracking change over time and describing what the numbers did or didn't explain.

They didn't want health data shown beside their scans. They wanted to know whether it was the reason their body was changing.

Considerations made

01
Five user states
New user creating an account, and four existing-user entry points with and without Health Kit connected.
02
Eight technical scenarios
No Apple Health data, no ZOZOFIT data, no Apple Watch, partial permissions, a disregarded iOS modal, empty-data UI states, comparison methods, and sleep-data complications.