The business came to us, asking for our assistance on how they can increase Pilates awareness, acquire more members, and increase Pilates revenue.

Summary

Goal

Pilates is currently stands at $30 million yearly revenue. The goal is to increase this to $50 million.

I was the UX designer for this project, partnering with our marketing strategist. I followed this project from beginning to nearly the end, focusing on the first diamond and half of the second diamond in the double diamond process.

My Role

Current Audit

To start, the strategist and I partnered on putting together a current product framework. This lists all of the company’s Pilates offerings and provides the details of each of them.

After performing an audit on the current state of our Pilates business, we determined that we needed to streamline our Pilates business and provide a simple way to get our user engaged in Pilates. We collected data that most of our users prefer to engage with the Member Mobile App, and we knew that our current app experience wasn’t very strong. These recommendations were heavy on providing a solution for our Mobile App presence.

Recommendations

I then put together this user journey to serve as a visual for when we bring it back to the business and present to leadership for buy in. The blue indicates any new features that would be added. As you can see below, we incorporated Pilates into the app as an entirely new offering. From there, we were able to move our users through a relatively new experience: white space booking. This is where the user simply reserves a timeslot with a specific instructor. The rest of the flow captures the continued communication we recommend the business continues to have with the user after they navigate through the new Pilates app experience.

User Journey

Once we got buy in from our leadership and with the business, I started to put these wireframes together. Many of these components have already been created, so development isn’t necessary for this work. I was simply able to leverage our component library to build these pages with some new features.

Wireframes

I also partnered with our authoring team to put together a template on what the desktop version of this work would look like. Due to our large presence on the mobile app, we are trying to focus on getting our users to download the app, rather than giving them too many reasons to engage with the member website. Knowing this, I solutioned by having the only CTA on the page be a button to Download the App.

Next Steps

This project was well received by business and leadership and is currently live on the app and the website.