No. 4 · 8 Nov 2023 · 10 min

Injury prevention application.

OCHY marketing case study

UPDATE: 08.11.23

If you just found this material, you should understand that it was written at the beginning of 2023. From my analysis, OCHY is growing, made some changes in UX/UI, and keeps going which is great to see. Anyway, if you would like to see the difference, you definitely need to read this material.

ORIGINAL POST: January 2023

Hey✌️,

We hope to provide even better content this year with insights, tips, and practical advice about the industry changes, and growth in 2023.

Today, we are going to talk about OCHY. It’s a movement analysis application that helps to prevent injuries. I would say running injury prevention. We will look inside, analyze the overall conception, and UX/UI, and share our experience and thoughts to see how they can perform better. We want to remind, you that this blog isn’t about critique. It’s our personal vision about things, that might be wrong.

We know how difficult and challenging to grow a startup, find funding, and win competition nowadays. Our goal is to help see from another angle and to find a new approach if it makes sense.

Let’s do this together!

What’s inside?

Intro
Company Overview
OCHY competitors
Landing page
App
Ideas
Wrapping up
A note from the author

Intro ✈️

We know, that with a bunch of new applications with AI, I still repeat that the main goal of every activity is not to injure yourself. Sometimes, it’s complicated to achieve even with good preparation. Why? A lot depends on the biomechanical movements that we gain from our childhood or during our lives.

Incorrect biomechanical movements could trigger an injury even without overtraining. As an amateur athlete I know, that even one incorrect step could kick you out for 1 year of active training. It’s a short explanation of why your movement plays a key role in preventing injuries. When we did our research about the latest sports tech news, we accidentally found OCHY. It’s a movement analysis application that helps to prevent injuries. We decided that this topic could be interesting to our readers and would like to understand if it makes sense to use these kinds of applications in your preparation.

As we can see Artificial Intelligence as a service market was valued at USD 5.9 Billion in 2021 and is forecast to reach a value of USD 52.8 Billion by 2028.

I think there is no need to explain, that potentially this niche opens opportunities for further growth, taking into consideration SaaS market development. Moreover, I think that an application like this potentially could improve overall AX (athlete experience).

Company overview 📄

OCHY is a startup based in Rennes, France. The company started in July 2021, and for now, it hasn’t existed 2 years. Based on information from the website they released an MVP only in April 2022. We told you before, that their mission is to minimize injuries and improve performance.

From my point of view, this topic must cover a lot. The user experience should be on the highest level. With technologies and topics like this, most people don’t know too much about biomechanical movements and how they can improve overall performance. I think it’s so hard to deliver the right message, with simple words especially if you’re not aware of the topic at all. I would say, would be interesting to see how they overcome this challenge.

OCHY competitors 🚀

I will stop on one competitor who was acquired by Strava in May 2022. I didn’t know about that.

Let’s introduce RecoverAthletics. What’s the difference? I didn’t find the possibility to record my run and biomechanical movements, but I had absolute pleasure through the UX experience, app design, and the training they provided to the user.

The main value? Sync with your Strava account. Recommendations could be based on your workload from Strava. This is an absolute value for the customers because I am more than confident that almost everyone using Strava.

You can purchase Premium from 6.50 Euro per month.

This case isn’t about RecoverAthletics, so let’s see what values have OCHY in relation to RecoverAthletics.

Landing page 📈

When I am taking into consideration the landing page I evaluate the overall experience, messaging, and navigation through the site. It’s important because most of the applications I’m searching through a website (not AppStore). If it looks unprofessional, with bad design and unclear messages, the conversion rate will decrease for sure.

What kind of experience have I had with OCHY?

Providing full-body movement analysis to prevent injuries or improve performance.

The title is loud. It’s going to help to prevent injuries, but in what kind of sports? Are we talking about sports or maybe walking? By the way, what is about swimming? Questions appear in my head. Based on the video on the landing page, it seems like running is the main activity this app has been built for.

Get A Detailed Personalised Biomechanic Analysis.

Well, I should get a personalized analysis. I understand that it’s with an application, and probably recorded videos, but what exactly I will get? They are trying to explain.

Our analysis is personalized because it takes into account the person’s height, weight, gender, and speed.
Get details about each point of the body and see what are the weak points.

Based on the video on the website, you can see what the process will look like. You know what to expect.

Obtain accurate key metrics and data to give you that edge for those fine margins.

Not sure about this one, but as I understand I should have some advantages using this technology and my technique improvements.

What I found confusing?

The landing page looks standard with key messages, target audience, call to action, application presentation, and video, but…

CTA

You can download an app from AppStore or PlayMarket directly from the main page. I can make a conclusion that the application is running and you can use it.

If I click on the right top corner of the Try It button, it redirects to Typeform, where I can fill in some information about myself and will get the message that they will be in touch. So, I ask myself, are they working already or this app is still MVP and I don’t get any valuable results?

I scroll down to the bottom and find a subscription form where I can keep my data and after registration, it seems that I will be an early user.

2 points from now which I don’t understand. If the application isn’t working with minimum features, isn’t better to remove CTA and just keep the form on a waitlist?

When you go to the About section, you can see that they released a beta product in September 2022. That’s probably the answer. I will be considering this as a beta product and deliver this message to avoid confusion.

If we take into consideration that customers spend about 10 seconds on the website, I give you 100% that nobody will go to the About menu to check information if the product is in Beta testing.

Users will download the app, won’t understand how it works, and remove it. That’s actually the workflow I almost have done.

Application 📱

Of course, I download an app to get an understanding of what I will get and how it works.

When you explore the website and notice the application design, you are expecting to see the same in the app. From what I’ve seen so far, the design should be really nice with a clear user experience and user journey, but here we have one issue.

Currently, you’re downloading an MVP with a completely another design, and your expectation breaks at the beginning.

How to solve it? You have to tell about that on your website and remove an app if you’re preparing to launch a new app soon. You definitely could find people who can test an app, especially if you tell about that on your website, that you work with physiotherapists and doctors in computer science.

Do you remember FLOWBIO?

Just have a look at their website. You can join a waitlist, but they are testing devices with a group of beta testers. I think the beta application is also there.

Anyway, I made a simple registration and went into the main menu. You have two options, record a video or upload it. No longer than 10 sec and only landscape mode is allowed.

Yes, you can see your position with the angles of your movements and recommendations. When you’re trying to go to one of them, it suggests you do some exercise to improve your technique. The main issue, there is no already recorded exercise or clear plan on how and what I should do to improve my running technique.

For now, I can see that some elements could be improved, but probably you need to find exercises by yourself. It’s a real MVP.

I don’t know what else I can do with this analysis today.

Weak points for now.

Limited 10-sec video.
Only landscape mode.
Poor application design.
No real exercises or clear training plans you need to follow.
How to track the progress?
No possibility to select zones you want to improve.
No questionnaire about past injuries, or current pain to adapt the plan.

Questions more than answers.

You know that I can’t stop with just simple testing, so I go ahead.

I tried to analyze my swimming, running, and rowing techniques.

You know…potentially it could be a powerful tool to many different sports and youth coaches. As a canoe rowing athlete with over 8 years in the past, it will be a pleasure to have a tool like this just in your pocket. I am pretty sure, that there are no limits at all, but user experience and roadmap should be clear as a day.

Ideas 🏃‍♂️

I hope OCHY will release a new app soon with a cool UX/UI because based on their website, this is what you have to expect.

In the meanwhile, I am thinking about how can we improve the application and what ideas to implement.

Possibility to compare your technique to other people.

Advice and examples of correct technique
A step-by-step plan for technique improvement
Indoor and Outdoor special movements
History and comparison between your videos and improved aspects
Expert contact to get more understanding of biomechanics
More relevant information about the importance of correct movements
Possibility to join a community based on your location
Multiple sports analysis (it opens a huge opportunity)
Live analysis during the long run with the data that you have focused on.
Implement gamification features to get more engagement.

Of course, the list can be longer, and I think the team from OCHY already knows all this, but it's just a piece in my mind for a good application.

Wrapping up 🥙

I like the main idea and message OCHY trying to deliver. I am more than confident, that technologies like this have a huge potential in the industry. 🏭

The only question is, how you will use these resources?

Some products with a better message, UX/UI, and a customer-centric mindset are winning the competition. You can have fewer features, but stronger relations with your users. 📱

Will be interesting to follow OCHY and track their progress.

OCHY is a startup based in Rennes, France. The company started in July 2021, and for now, it hasn’t exist for 2 years. Based on information from the website they released an MVP only in April 2022. We told you before, that their mission is to minimize injuries and improve performance.

A note from author 👀

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As always, we are open to collaboration, critique, and anything else that comes up to your mind. ✌️