Streamlining sign-up for all users - wherever, whenever.
With the global pandemic massively impacting leisure businesses across the world, we were asked to introduce an online-only member package into the existing brochureware site and build a new purchase funnel.
We would also use this project to define and sell in a new brand direction to key stakeholders.
Role
Senior UX Designer
Contribution
Visual direction, UX/UI design
Category
Web
Process
Having worked with the client for 3 years before the pandemic, we had an idea of their existing pain points and were able to confidently move into crafting an engaging, mobile friendly purchase funnel.
Historically the membership offering was confusing, offering options like “3 month Flexi Reciprocal Access”. The majority of sign-ups had been made in clubs, and with those temporarily closed - or operating at reduced capacity - we had to make it easy for users to confidently self-serve in their own time.
We produced initial concepts for a landing page, bringing the Virgin Active global brand into the solution - whilst also pushing the limits with custom illustrations and bold UX writing to present a diverse, people-centred offering.
Outcomes
Whilst our new solution ultimately ties in with those complex membership packages in the back end, the user is presented with a needs-based tool that strips out the business jargon and presents a personalised, speedy join process.
The new solution saw online sign-ups rise to 160% of what they had been prior to launch.
Learnings
The whole process took place remotely, with my own agency team and those client-side all situated in our home offices.
This project was early proof that if you can get people excited with a clear vision and goal, you don't need to be in the same room to feel a sense of camaraderie and achieve something special.
My deliverables
- Initial concepts
- Wireframes
- UI visuals
- XD prototypes
Project undertaken at Equator agency.
