What is Live Stream / On Demand?

Live Stream and On Demand are both Life Time’s in-app workout video feature that allows users to perform their workouts, anywhere.

I served as a mix of strategist and ux designer for this project. The business had asked me to deliver some initial discovery work for this project, mapping out what the possibilities and pain points were, and later asked me to dive deeper into solving and coming up with lo-fidelity designs based off of the recommendations I provided.

What’s my role?

The business aims to keep members engaged in the Life Time ecosystem by staying competitive against other digital workout platforms and increasing yearly viewer goal from 355K to 1M.

What’s the goal?

I started off this project by doing an audit of the full experience. This meant looking at the mobile app, the website and any additional communication channels we use to advertise our On Demand and Live Streaming platforms. During this process, the business acquired a large library of instructional Pickleball videos (Pickleball is one of our most successful businesses), which put some added pressure on the On Demand work, as it would live under the On Demand category. You can see below I have used the light blue color to indicate the new Pickleball additions.

Current State Audit:

After performing the audit, I quickly connected with our lead UX Researcher. I had her do some user interviews to see what features are important to users when they are looking for an On Demand service. After she presented her findings, I used that information to put together this chart, listing Life Time at the top, and all of the competitors underneath. I used a check mark to indicate if the competitor has the specific service and an en-dash to indicate if the competitor does not have that service. As you can see, Life Time fell short in several of these areas.

Competitor Analysis:

Identifying Pain Points & Making Recommendations:

Once I looked through the research and put together the competitor analysis, it was evident what many of our pain points were for our On Demand services. I also connected with our member concierge team to see if there were any additional pain points.

Pain Point: Users want the ability to filter their classes. With the addition of 70 new Pickleball videos, it will be a challenge for users to find the videos they need.

Recommendation: Offer filtering and sorting for users to easily navigate the video library.

Pain Point: When users select a Live Stream class, a CTA to register for the in-person class is available, with the “Join” CTA only being available within five minutes of class starting. This is a huge area of confusion for users.

Recommendation: Add a CTA with a reminder so user gets a push notification when class is about to start.

Due to the number of stakeholders involved in this project, and factoring in the upcoming work that the mobile app team was working on, we wanted to provide recommendations for our stakeholders in a way that showed them we were thinking ahead and giving them several options to choose from. I put together this chart, highlighting that each of these recommendations actually build upon each other, and forward thinking would be several steps ahead, but we have taken the time to acknowledge it and will be able to accommodate for it based off of whatever is delivered for this work. My work mainly focused on the Basic, Functional, and Enhanced recommendations, so for the purposes of this case study, I will leave out any additional information about the Forward Thinking recommendation.

Next Steps:

I presented this work to our stakeholders and executive leadership. Next steps are pending.