The above screens show the first time experience for the new Nike+ Move app on iPhone.
The good bits:
The app provides a sample of its interactivity up front and also uses data stored on the device to prepopulate a user’s past fitness activity.
The first screen seen after launching provides a brief value proposition with the single action “Get Going”. This is followed by a prompt that asks for permission to access past activity data stored on the phone. It is a good alternative to making someone sign in to access past data.
After tapping OK on this prompt, the next screen (“Start Moving”) appears to be the first in a standard walkthrough, as denoted by the “1/5” text at the very bottom. But in order to progress, one has to move the phone enough to expand the circle in the middle and earn some Nike Fuel points. This is a great sample that demonstrates what a user will experience in an everyday view of the app. It also provides users with an early success via the earned Nike Fuel.
Screen 4/5 nicely illustrates how well the app imported existing motion data stored on the phone, by summarizing how active the user has so far been that day.
To be improved:
The app requires a user to sign in / sign up with Nike before it actually could be used as a tracker. This was disappointing because it’s clear the app is already set up to work without a Nike account (it automatically leverages a user’s Game Center ID, and it pulls past and presented motion data straight from the phone). It also was a bit misleading as the first screen said “Get Going” and then puts a longish sign-in form in the way.
The sign-up screen required quite a bit more information than other mobile apps, including a birthday and gender. This made the sign-up process longer than it needed to be. In other fitness apps asking for age and gender makes sense as long as weight is also being requested (since, together, those can be used to calculate calories burned), but any ask for fitness-related data like weight was clearly absent. This made the purpose of this information questionable.