The Mission

Move's mission is to keep people active for life!

Reduce Friction and Churn
‍The original customer experience of 'discover > book > attend' was functional but out-dated and fell short of the growing demand of customer expectations. This functionality was the core foundation of the product and was often where customers experienced the most friction, causing frustration and churn.    
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Increase Engagement & Retention
‍Always at the heart of Move's purpose is to keep people active for life. Achieving this huge goal required behavioural psychology techniques to keep customers engaged and coming back for more. Maintaining a healthy fitness habit is one the biggest challenges humans face, making this a rewarding, real world problem to solve.

Mobile App and Website Consistency
‍Move's product is available as both a Mobile App and a Website. Unfortunately, there was little consistency between the two experiences, with development of the Mobile App often being left behind. This created a vast divide in customers and resulted in a confusing experience for customers attempting to use both platforms.

The Problem

Getting customers to the AHA moment. Customers spend too much time trying to find relevant activities instead of actually attending.

Customers were getting frustrated searching so ended up churning.

What does success look like?

Retention Metric = Weekly Active Customers (WACs)
‍Increase WACs by 20%
‍Increase booking conversion by 20%

Quantitative & Qualitative Research

Data Analysis

Discovering Key Problems to Solve
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As well as looking at data to discover 'what' was happening in the existing product, I was determined to dig deep in to the 'why'. Using a combination of customer surveys and interviews, we were able to uncover the most important problems our customers were facing. After just a handful of customer interviews and usability tests, it was clear to see that the main issues were focussed around how the business value proposition was being communicated and a lot of usability issues when searching for and booking activities. This resulted in a long-winded and frustrating experience when finding activities to attend. This ultimately would reduce retention.   

It was clear to see that 'search' was used a lot, but many customers weren't making it to the 'Activity Details' page.

Customer Interviews

4 Days in London
I wanted to focus on a particular set of customers based in London. To really get to the heart of the insights, I spent 4 days in London, interviewing customers in various locations around the city. The face-to-face interaction was invaluable and extracted additional detail compared to online calls. I was able to witness customers using the product and ask all the relevant questions to uncover the current problems and issues they were experiencing whilst in their familiar, comfortable environment. The pain points highlighted were around the product offering in terms of included activities for certain membership tiers. Once this was identified, we quickly addressed the immediate issues with some simple copy changes, which solved some of the confusion. The remaining data was taken into the design phase to look at larger solutions. The intensive research also highlighted what customers loved and what was working well.

Key Customer Insights

• Day/Time selector heavily used
• Availability is first filtering action
• Weekend booking is planned
  Weekday bookings are spontaneous

• Low confidence in search accuracy
• Slow, clunky product experience
• Inconsistent website and mobile app
  Hacking the product via 'favourites'

There was a clear opportunity for improvement shown in the customer journey.

Design

Design System

In parallel to designing the site structure and layout, a design system was built. This included a set of new UI elements such as CTA buttons, colour palette, font guidelines, form elements, icons etc. Creating a design system was essential to the speed and efficiency of the re-design but also had long-term benefits. It would allow consistency to remain strong in the user experience for future iterations.

Aligning Mental Models

In parallel to designing the site structure and layout, a design system was built. This included a set of new UI elements such as CTA buttons, colour palette, font guidelines, form elements, icons etc. Creating a design system was essential to the speed and efficiency of the re-design but also had long-term benefits. It would allow consistency to remain strong in the user experience for future iterations.

Simplified Search

I introduced a simplified 'All-In-One' search UI, which combined activities and locations in both 'list' and 'map' views. Cleaning up the UI, improving the search algorithm and reducing load time all compounded to achieve a huge 400% increase in search conversion.

Don't Make Me Think

We used smart defaults when presenting day and time options and surfaced relevant activities in the form of data driven 'Netflix-like' carousels. This was a huge win and prevented the 'analysis paralysis' issue customers would experience when scrolling through vast lists of activities.

Friction-less Booking & Check-In

Once customers were able to find relevant activities, the next step was to make booking and attending as clear and simple as possible. To begin with, the activity details pages needed to be cleaned up and include appropriate visual hierarchy to allow key information to stand out. This included any key requirement messaging (e.g. any required items or restrictions at the location) and more importantly, allow the activity to 'shine'. It's always important to present as much detail as possible for online purchasing (e.g. products on an e-commerce site) however, it was even more important when communicating a new physical experience to a customer so they will convert. An emotion connection is  even more important when communicating experiences. As well as the key details about the activity and the location, we introduced reviews to allow 'social proof' to work its magic. This also allowed providers to receive direct feedback from their customers. Once the activities were being communicated effectively, the next step was to make booking and attending as simple as clicking a button. We implemented a simple 'two-step' booking flow and a 'one-click' check-in feature, where customers could easily register their attendance at an activity on arrival. This also notified the provider and applied the necessary monetary transactions.  

Increasing Engagement With Behavioural Economics

We recognised that the best time to ask for action was at the peak of the customers motivation. This peak occurred directly after attending an enjoyable session, where endorphins are high and the benefit of moving is clearly recognised. We triggered a notification to either book the same session again or to leave a review, depending on the customers attendance history. Presenting this action at the right time increased booking conversion by 20% and increased the amount of reviews left in the product dramatically.

Introducing Live Stream and On Demand Content

As everyone knows, the COVID-19 pandemic hit many businesses hard and the health and fitness industry was no exception, with gyms and physical locations being forced to close their doors to customers. To continue supporting our customers, we rapidly designed and built live-stream functionality into our product. Within a week of the first lockdown, partners we able to stream their classes and customers could book and attend on the website or app. As well as live streaming, we built an 'On Demand' area, where licensed fitness videos were stored and curated for easy consumption for customers to supplement their fitness routines. To accommodate this new digital content, various design changes were needed. First, the 'check-in' experience needed to be tweaked to allow the live stream to be accessed within the product. We also needed to make the format of the activities visually obvious (in person, live stream, on demand) so customers could find their desired content easily. Format badges, filters and navigation links were added, as well as a new 'dark-mode' to represent on demand content.  

Testing & Rollout

Throughout every stage of development, testing played a pivotal role in the success of various features and projects. Before the core search functionality was built, we tested a variety of prototypes with existing and new customers to help validate the design changes. A mixture of usability tests and customer interviews helped to uncover issues with the proposed new design. Once the new search was built, to minimise risk, we launched to a small set of beta customers and gathered live feedback. After a few rounds of testing and iterating, we were confident in ramping up the audience we released to. There were some lessons learnt in the process, for example, customers really loved using the existing 'favourites' feature, so any changes to this were initially met with some frustration, but as with any big change, if made for the right reasons, the new behaviour was learnt and resulted in an improved experience overall.      

Business Impact