Situation: A fitness wearable company will release a new product in Q4, 2020. They have a demo app and a handful (100+) products in the hands of users. This is the 3rd generation of the product. This is an ongoing project and will be updated accordingly.
Customer Solution: Their customers have requested the ability to compete with themselves and/or friends or see how they have improved in the form of a leaderboard.
Competitive Analysis
I analyzed four (4) apps. Details as shown below. 
User Research
Interview Questions
Based on the target user defined by the company, I recruited 20 people based on personas and conducted an interview session to understand their usage of fitness apps. Questions are based on need, task, and value.
Empathy Map
Based on the personas and response to interviews and usage data, I defined the pain points and identified the gaps between what they say and do when using the app.
Interesting Outcome: Many users enjoyed competing one-on-one with a friend publicly, but wanted to view results on a broader competition to be private. However, this was not true of users actively engaged in a specific training goal (ie. weight lifting or fitness competition).
Competition Journey Mapping
This app had a strong NPS for usage and tracking. I inserted the journey map to include the leaderboard and competition segment.