Runkeeper – User Engagement · Accent Portfolio Template

Runkeeper – User Engagement

UX Research · UX Strategy · UI Design

Runkeeper had millions of downloads, but not enough consistent runners.

ASICS wanted to strengthen engagement across its digital ecosystem, starting with Runkeeper, its most recognized app. While the app had strong brand recognition and powerful tracking tools, too many users were dropping off after their first few runs.

Our task was to help reimagine Runkeeper’s onboarding and early engagement experience, turning a data-heavy tracker into a more personal, motivating coach that helped people start strong and stick with running longer.

“I downloaded it to get back into running, but I never really knew what to do next after signing up.” — User interview

Process

My Roles & Objectives

Role: Lead UX Designer & Researcher
Scope: End-to-end redesign of the onboarding and early-run experience across iOS and Android

Success looked like:

Improving first-run activation and 7-day retention
Reducing setup friction during onboarding
Creating a more personal, supportive tone that reflected Runkeepers' friendly brand

Constraints:

Needed to integrate with existing backend and user data structure
Limited time for full visual overhaul (UX-first update)
Global app with varying motivations, from casual runners to marathoners

Understanding the Problem

To understand where users were dropping off, we combined qualitative and quantitative research:

Research activities:

10 stakeholder interviews (product, data science, and marketing)
1,200-session funnel analysis from signup to first run
8 user interviews with new and returning runners
1-week diary study tracking how users approached their first few runs
App store review analysis (2K+ reviews tagged by onboarding keywords)

What we found:

Early friction led to churn. Users often abandoned setup when asked to connect devices or input too many details up front.
Goals felt too generic. “Run more” wasn’t motivating; users wanted clear, personal milestones.
Confidence gaps were real. Many new runners described intimidation, I’m not sure I can call myself a runner yet.”
Coaching mattered more than tracking. Users wanted guidance and encouragement, not just data.

“It felt like the app wanted me to be an athlete before I even started.” — New user interview

Defining the Opportunity

We reframed the challenge as:

How might we make Runkeeper feel less like a tool and more like a coach — helping users find motivation, confidence, and consistency from day one?

Our opportunity centered on two key shifts:

Simplify the first-run experience. Reduce steps, prefill data where possible, and help users start their first run faster.
Personalize early engagement. Tailor goals and encouragement based on intent, whether users were training, returning, or just running for fun.

From a brand standpoint, this aligned perfectly with ASICS’ larger goal: turn tracking into encouragement — connecting physical performance with mental wellbeing.

User Needs	Business Needs
A quick, simple way to start running	Higher activation and retention rates
Motivation that feels personal	Improved engagement metrics
Confidence and early success	Strengthen brand trust and loyalty

Ideation & Design Exploration

We mapped the existing onboarding funnel, identifying drop-offs between steps like account creation, permissions, and first-run setup. Then we sketched a streamlined flow centered on “Start Running in 60 Seconds.”

Early ideas focused on three areas:

Simplified onboarding: Fewer questions up front, with optional setup later.
Personal goal selection: “Get back into running,” “Run my first 5K,” or “Clear my mind” instead of only numeric goals.
First-run guidance: Audio coaching that encouraged small wins and confidence-building, not pace data alone.

Low-fidelity prototypes were tested remotely with 10 participants. The most successful concept used a progressive onboarding model — short prompts introduced after the first run rather than all at once.

“I liked that it didn’t ask for everything right away — it just got me running.”

We also updated the in-app tone to be conversational and human. Copy shifted from “Set a target distance” to “How far do you want to go today?”

Testing & Iteration

We tested the redesigned flow with 20 participants across two rounds.

Round 1 – Usability & flow testing

Reduced time to first run by 46%
Improved comprehension and task completion on permissions setup
Users described the tone as “friendly” and “encouraging”

Round 2 – In-app A/B test (live data)

+18% increase in first-run completion
+22% improvement in 7-day retention
+15% more users enabled audio coaching in their first week

Analytics also showed stronger engagement among returning users who reinstalled the app, proof that the new tone and flow improved reactivation too.

Final Design

The new Runkeeper onboarding and early-run experience helped users feel welcomed, guided, and confident from the start.

Core updates:

“Start Running in 60 Seconds” simplified onboarding flow
Personalized goal setup tailored to motivation and experience
Progressive onboarding that introduced features gradually
Friendly, coaching-based tone that encouraged small wins
Streamlined integration with devices and tracking settings

Visually and tonally, the experience shifted from data-driven to human-centered, something that felt like a coach in your pocket, not just another tracker.