“No skipping leg day...”
Shred Case Study
Shred made a workout experience so good that I actually look forward to the gym.
Opportunity:
The guys at Shred know that showing up to the gym takes a lot of motivation. Minimizing friction and maximizing progress is what keeps us coming back! Enter: the Shred app.
Aha Experience:
“They thought of everything!” This Aha Experience is the culmination of every single step of the customer journey being perfected.
The experience begins with all the right onboarding questions. Do I usually work out at home or at the gym? How often do I work out? Then it gets deeper. Do I prefer positive or intense [aka mean] coaching? These types of questions convince me this is going to be an ultra-personalized program.
The outcome is an impressively optimized workout. The pairings of muscle groups, the variety of exercises, the rest times… every single aspect is calculated. Yet the app still gives me flexibility - at the start of each workout, I can toggle how long I’ll work out and if I want more cardio, bodyweight, heavy lifting, etc on that given day. And of course I can switch between gym and at home.
But the real Aha moments are sprinkled throughout the workout. When equipment for a specific exercise is taken, it lets me delay the exercise or it suggests an alternative. It even offers adapted exercises when needed (#injuries).
Each exercise has a video demonstration and concise, step-by-step tips. I can easily log the weight I used and whether it was too easy / just right / too hard for each exercise so that, when I do the same exercise next week, I can choose the weight accordingly.
And then there are the “extras” that aren’t essential, but still make the experience noticeably better. The app sets a timer between each exercise to keep me on pace. Above the timer, it shows a motivational quote from the likes of Billie Jean King and Muhammed Ali which keeps me pumped up and undistracted between sets.
The app integrates with Spotify so I don’t leave the app and get distracted. Plus, the Shred team offers their own curation of killer workout playlists when I don’t know what to play.
And at the end of my workout, it asks if I want to tack on five minutes of cardio or HIIT to push myself the extra mile. And of course it stores my workout history and stats in a digestible and useful format.
Thanks to Shred, my workouts are structured, efficient, and effective. It makes working out frictionless, meaning I do it more, enjoy it more, and ultimately see better results. The real outcome - Shred keeps me in shape! As for the Shred team - they just raised $4M to extend their Aha Experiences to video and at-home training for +1M users!
Garrett’s Takeaways:
Actually experience your customer’s journey. Shred’s team works out, and it shows… in their app. Every minute detail in the experience is optimized. There’s no way the experience could be as refined if they relied solely on data and customer feedback.
Tiny moments can add up. Shred doesn’t have one precise Aha moment (like Shazam does, for example). But they nail their core experience, and the aggregate of all the tiny details culminates in a perfect experience.