Fitness Boot Camp Case Study
Streamlined the current onboarding experience and design member area
Challenges
Our client, as a new business, has some problems to build an entire digital experience for their customers. He received feedback about how difficult is the current onboarding process.
Also, he wants to keep his current customers satisfied and increase their performance during the program.
Project Objectives
- Understand how the current website works
- Understand the technical constraints to find ways to improve the onboarding process
- Understand what people consider when choosing a boot camp
- Understand which information is important to have during the program
Duration
3 Weeks
Team
Joyce Sueko, Kevin Bintoro, Zahirul Islam
Tools
- Google Sheets
- Google Form
- Sketch
- Craft
- Invision
- Paper and pen
Findings on Interviews
We interviewed 8 current clients to learn about their routine and experience on the boot camp. We wanted to understand their considerations when choosing a boot camp, and their needs during the program.
Also, we wanted to discover about their current digital experience on the website and the onboarding process.
During the interviews we found out that the interviewees couldn’t remember their onboarding experience, so we decided to do the usability test on the current website.
Usability test on the current website
We ran a guerrilla test to understand the pain points when looking for a boot camp on the current website, and we asked our users to sign up to the program there.
Below are the tasks:
- Share their thoughts about the current website
- Find the 28 Day Transformation program
- Sign up for the program
- Go through the entire onboard process (select program, buy and book a session)
After 5 usability tests, we could see some patterns on the current digital experience. The process was described as confusing and hard to do it. These are the results:
- 2/5 Users were confused about 28 Day Transformation program and Ripped 28. They seem similar, but it wasn’t easy to distinguish the differences between both programs
- 5/5 Users expected to finish the process after paying, but they received more emails with more tasks to continue the process
- 5/5 Users felt very frustrated and confused. They didn’t know how those program work, who are the trainers, and what are the program benefits
- 3/5 Users almost gave up on the onboarding process
- 5/5 Users felt overwhelmed about how many steps they need to go through
- 5/5 Users defined the website as text heavy and repetitive content
Finding on Surveys
We released the survey to quantify our finding from the interview, to discover what people consider when choosing a boot camp, and also what information is important for them to have during the program.
From 119 responses, we could facilitate the decision making, highlighting the most important information on the homepage, that were:
- Location
- Timetable
- Trainers
- Training style
- Price
For the member area we needed to provide relevant information during the program:
- Training videos
- Nutrition & Meal Plan
- Recovery tips
- Trainer support
Contextual Inquiry
We would like to understand how the whole experience works. We observed, took notes and several screenshots, from emails to different platforms. Then, we sketched up the entire current process on the whiteboard. After that we could sign up for the program through the website.
During the onboarding I received 4 emails with more steps to continue the process, created a Mindbody account, and booked the session through the app.
We visited the session to understand how was finding the spot. Experiencing the session, observing and speaking with some clients provided us more insights.
- People didn’t know beforehand what to expect from the session
- It’s very intense and very common to have soreness afterwards
- It’s important to have the support and instructions from the trainer before and after the session
- This boot camp is usually found by friends recommendations and also through Facebook and Instagram ads
Competitor Analysis
We analysed three outdoor boot camps competitors and F45 Training – a big franchise in Australia. We focused to understand how those brands deal with the exposure of the information on their website and how they present and sell their programs.
Personas
We created a profile for our personas to give a look and feel to our users. Based on the surveys and interviews we came up with 2 primary personas.
First persona: a new customer
Julia is looking for a boot camp. She wants to find information about the program easily and feels motivated to do the boot camp. She prefers to skim through the copy and easily find what she is looking for. She wants to find a professional boot camp that care about her needs, that focus on guiding and helping her to achieve her goals.
Second persona: a current customer
Melissa is currently participating on this boot camp. Her intentions are to reach her goal weight and live a healthier lifestyle. She wants to maintain a well-balanced life, improve her performance during the program, exercise more and have a good diet.
Current Service Blueprint
We mapped out the current service blueprint, with the purpose of having a broad view of all the tasks the users need to go through, all the touch points from website to support, and to indicate all the systems being used in the backstage.
We analysed the diagram below and we could then understand the pain points of the users.
As we could notice, the user needs to go through 23 steps, in a confusing process going through many emails and different websites.
Suggested Service Blueprint
The new suggested service blueprint was created to simplify the entire process, managing just two platforms (Wordpress and Mindbody). The focus is to give an easy way to find the relevant content at the first touch point (website), send less emails during the onboarding process and provide the member area with access to all guidance material for new users.
With that, we simplified the user tasks to 16 steps and reduced all the distraction between emails and different websites during the onboarding.
User Journey
For the primary persona, the focus was to have a streamlined website with clear directions to important information about the program, and to guide the user to sign up to the Mindbody account.
Primary Persona
Second Persona
For the second persona — who is already a client — we wanted to provide good content to educate and support her with meal plans and nutrition information, recovery tips and videos with workouts and techniques, focusing on engaging the clients during the program.
Sitemap
Current sitemap
We structured all the pages from the current website to understand how it works.
We could identify that a lot of links shared on Facebook groups don’t have any links to the homepage, and actually get lost in the middle of the group feed.
Also, during the navigation the user gets redirected to others web platforms like Clickfunnels, Wufoo and Mindbody, causing inconsistency and confusion.
Proposal Sitemap
The new proposal is a simplified version based on what is important to show, to help the user on the decision making. This version makes it easier to find relevant information about the program and sign up through Mindbody.
Also, for current customers, we provide useful content on the member area, accessible anytime in just one place.
Ideate & Design
Based on our findings we came up with some ideas using paper and pen, as a brainstorm on how those pages could be structured. After coming up with potential solutions, we combined the good ideas into one to create the first iteration.
Iterations
1st Iteration (w/ 5 users)
We tested the first iteration to get feedback from the potential users, aiming on the information and structure of the homepage and programs, and also to get more insights about the member area. The feedback follows below:
Homepage
- The information was clear, shorter and easy to understand.
- The user was still struggling to sign up to the program
- “Join now” button was similar to a subscription, causing confusion
- The position of the “Join Now” button was too low
Member area
- Too many tasks for the user to go through on the first page
2nd Iteration (w/ 4 users)
For the second iteration we created a homepage with information about the business and a program page with details about the program. The users wanted to easily find more about the program, like when it is going to start or how much it costs. The feedback from the user follows below:
Homepage
- The user wanted to find information about the program straightaway
- The user wanted to see prices and locations
- The user wanted to be able to differentiate between programs
- The user wanted to find more specific information about the trainers
- The strong community support should be highlighted
Member area
- The instructions were too repetitive
- Reorganise content and menus based on the user needs
3rd Iteration (w/ 5 Users)
On the third iteration we created elements to highlight the differences between programs. We unified the homepage and the programs page so the user could easily find what was offered straight away at the homepage. Find the feedback below:
Homepage
- Focus on the programs (not business information)
- The users wanted to understand the activities style
- Explain the business just at the ‘about’ page
- Layout should be consistent
Member area
- Highlight the orientation session
- Use icons of the apps
- Have consistent icons, colours and menus
Final Iteration
We iterated with those feedbacks from the usability tests and came up with the final version below.
Recommendations
We created a list of suggestions for the next steps. Here are the primary points the business needs to care about:
- Make the website responsive
- Streamline the Mindbody email communication (receipt, login info)
- Rewrite copy for the website
- Combine Ripped in 28 days program with the 28 day Transformation; using a gender-neutral language.
