Over the course of ~5 months, the project was split into the following five phases: Discovery & Research, Strategy & Planning, Design & Prototyping, Testing & Validation, Design to Dev Handoff

While the project goals were clear, the strategies to achieve the stated goals were refined during our discovery and research phase.

Here were the 3 main goals:

At the start of the project, we dedicated the first two weeks to immersing ourselves in the member experience, approaching it as if we were potential customers ready to join.

This included participation in the sales process, welcome workouts, and interviews at multiple gym locations. We interviewed stakeholders, gym members, non-gym members looking for a gym to join, fitness consultants, and actively working out gym-goers. Outside of the gym setting, we conducted unmoderated user research on our client's website and moderated testing on updated designs.

Our research revealed three key insights that shaped our UX strategy, all aimed at boosting revenue from the online audience.

While the gym performed quite well upselling customers who signed up in person into more services and offerings, customers who signed up online had little awareness of key offerings. We needed to build awareness.

The research revealed a significant missed opportunity due to online sign-ups not being aware of key offerings compared to in-person sign-ups.

Our strategy was to bring these "key experiences" directly to the user instead of waiting for them to discover an offer on their own. The 7-Day Free Workout and the Welcome Workout are prime examples of these key experiences.

Here are three ways we enhanced the sign-up experience and increased enrollment into the key experiences.