MyMOWO — brand, app and end-to-end build

Adeprimo created MyMOWO, a digital training service. Behind the initiative is entrepreneur and training enthusiast Frida Stein, who saw the need to make room and time for exercise in an ordinary week. With MyMOWO you train where you want, when you want, with no gym and no equipment. A computer, tablet or phone is enough.

Background

For many people, a stressful week leaves little room to prioritise training. Everyone knows it is good for them, and it still does not add up.

Frida Stein started the gym Fristilen together with two other instructors in 2006. She had her first child in 2010 and her second in 2013. Suddenly she — someone whose job was training — struggled to fit in her own sessions. She began wondering whether the classes at Fristilen could be streamed live while she was at home with the children, and that is where the idea came from. In 2014 she sold her share of Fristilen and started Virtual Gym Sweden days later.

Target group

MyMOWO is aimed primarily at women between 30 and 55 who find it hard to make time for training and hard to prioritise time for themselves.

Concept and solution

The work began with research and a survey of the market. Demand for digital training services was growing, but nothing served the people who were not looking to build muscle or lose weight.

Alongside that we shaped the concept and the brand: needs, audience, tone and story, logotype and graphic identity. What came out of it was an online group training service where everything turns on movement, and on the idea that every kind of movement counts — a service where measurements, times and personal records are beside the point. Wellbeing and enjoyment sit at the centre.

Adeprimo delivered the whole project, from concept, strategy, UX, design and engineering through to copy, communication strategy, brand strategy and graphic identity.

The conceptual phase was followed by substantial UX work and a prototype, tested by the team and by a test group of 100 people. The insights from that testing shaped the development that followed.

How it was built

MyMOWO was built from the ground up on lightweight web frameworks, using external services wherever possible so it could be scaled and extended against current and future needs. The core was built in Flask and run on a PaaS. Payments and video delivery were built as integrations with other providers: Stripe for payments and subscriptions, Ziggeo for video streaming.

Results

The service launched in December 2015 and was received very well, reaching more than 1,500 users in under three months. A free trial was offered at launch, and over 70 per cent of those users chose to stay on as paying members once it ended.