Interviewing

Primary skills showcased: Interviewing, Video editing

During my tenure at Fitain, we decided to shed some light on the often-overlooked topic of menopause, and being an all-male team, we felt it was crucial to understand it better. So, we brought in a Fitain user who had some insights and set up an interview. Given my on-camera experience, I happily stepped into the interviewer's shoes, prepped some questions, and turned it into a laid-back conversation.

I took on the editing duties, and this piece became a key element in a broader advertising campaign. Interestingly, we discovered that exercise, especially resistance training, could be beneficial during menopause.

The result? We created some engaging social media clips and seamlessly weaved them into our broader ad campaign. Now, the Google Analytics data, that was a bit offbeat but sparked our curiosity. The user journey started with a social media ad, then navigated to a dedicated webpage loaded with menopause insights and exercises, ultimately driving app downloads. Interestingly, the info page held user attention like never before, breaking records, even surpassing our parent company, L33 Solutions. 

Recognising this, we advocated for incorporating these articles in-app, transforming it from a single utility into a more comprehensive, wide-ranging app experience. These plans found their place on the product roadmap.