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Sprinting towards the future of well-being

After several very successful years in the hyper-competitive field of fitness and wellness apps, 8fit was looking for deeper user insights. They are an intensely data-driven organisation, but had no systematic process for qualitative user research and lacked a channel for direct communication with their users. They were on the cusp of a new phase of scaling up; constant improvement was vital both for retaining the existing user base and attracting new customers.