Tailor My Zwift: How to Design for Amateur Sports in the Virtual World

Abstract

Physical activity is entering the virtual realm. Zwift is an at-home cycling system that is enjoying increasing popularity, yet the specifics of the experience of a virtual cyclist have not been studied to date. Building virtual sports systems can make physical activity accessible to more diverse user groups. To understand how and why users engage in virtual cycling, we conducted n=22 interviews with Zwift users. Through charting the motivations behind using Zwift, we determined that it allowed users to engage in a range of cycling activities traditionally reserved for professional cyclists. Our work reports on key motivations and identifies five key strategies which Zwift uses to create an engaging virtual sports experience. Further, we discuss how Zwift creates a world of virtual professionalism. Our findings offer a structured understanding of the experience of Zwift which can be used to inspire the design of future virtual amateur sports systems.