Goal: To increase registration conversion on mobile platform.
Solution: Reorganize content to give users the information they need to make a decision, before asking for sign-up & payment.
Research & Discovery
EMOTIONAL BLOCKS: Users cite motivation and accountability as challenges to working out.
SCHEDULING: Users need flexibility when scheduling their workouts.
MANY BACKGROUNDS: Users interested in personal training come from a wide variety of exercise experiences.
Based on our research, we developed 3 personas: Amy, Zoe, and Omar.
- Our personas were based on motivations and experiences with exercise, not on demographics.
- The emotional life behind each persona was what informed our design decisions.
Our 9 KEY DESIGN DECISIONS were based on research findings, stakeholder needs, and persona development:
ONE: The first decision was to focus on the Minimum Viable Product by removing other products from the homepage.
Before, there were multiple product on the homepage featuring both the self-guided workout apps (no revenue stream for business) and the personal trainer section. We redesigned the HP to focus only on the 'get a trainer' product.
This was based on:
- business need to focus on the product that generates revenue
- research showed that content on the homepage needed to communicate the product more clearly to users
TWO: The second decision was to update the tagline to more clearly articulate the product.
This was based on:
- user confusion of the product itself during task analysis & user interviews
- wanted to connect on a personal and emotional level with the user
Changed "Inspired Personal Fitness" to "In-Person Training + Personalized Workouts on Your Phone;" "Everyone Deserves a Personal Trainer."
Solution & Deliverables
CLIENT & TEAM
Client: GAIN Fitness
Team: Makiko Harris, Adrienne Yang, Fontaine McFadden
My Role: UX Designer, Content Strategist
3 weeks, May 2015