Copywriting for 5-Minute Pilates

Fitness Platform: 5 Minute Pilates

Design Process:

1. Discover users’ needs

Secondhand research - User reviews on Apple App Store & Google Play

Apple App Store: 5.1K reviews, 4.7 stars
https://apps.apple.com/us/app/5-minute-pilates-workout/id419981251?see-all=reviews

Google Play: 14.3K reviews, 4.6 stars https://play.google.com/store/apps/details?id=uk.co.olsonapps.fiveMinPilates&hl=en



2. Find insights from the current users:

• Current Pain Points
• Needs

• Comments (Positive and Negative)

• Motivation



3. Craft writings based on findings

Users'
Pain Points:

• Lack of audio guidance for exercises.
• Limited variety and customization of exercises.
• Basic instructions that may not suffice for beginners, risking improper form and injury.
• Limited free content available, pushing users towards paid subscriptions quickly.


Users' Needs:

• Audio cues and detailed instructions for exercises.
• More comprehensive and varied exercise routines.
• Structured workout plans targeting different muscle groups.
• Additional features like warm-ups, cool-downs, and motivational notifications.

Design Rationale


1. The landing page is designed to address current user pain points and needs, which are:


• Provide sufficient free trial period (10 days, longer than the typical 7 days)


• Add audio guidance in videos, including free-versions

-
• Provide clear labels for different-level exercises


• Add optional warm-up and cool down sessions



2. Enhance the user motivation, including:


• Easily fit into busy schedule

• More cost-effectiveness

• See and feel results in a rather short period of time