We are a team of three UX Designers working at General Assembly, London, who were given a brief from, to Discover, Define, Design and Develop a new landing page and subsequent informational pages. The aim was to significantly improve signup conversion to membership, and we had just a two week sprint to achieve it.

Subsequently we reduced the drop-off rate by 50% and improved our conversion rate to approx 35%. This is how we did it.

So, who are ‘GoodGym’?

GoodGym is an organisation that helps people get fit by doing good. A not-for-profit organisation founded in 2009 that encourages people to combine exercise with doing something good for the community. They currently have 2,300 members running in 24 different areas such as Liverpool and Bristol as well as the London boroughs of Camden, Hackney, Tower Hamlets and now Lambeth. Good Gym supports local projects, and you can choose from three different programmes. Running in a group to work on a community project and/or support elderly people in the community, by doing one off missions or committing to a weekly social visit. (Guardian, Friday 3 January 2014 07.00 GMT)

GoodGyms’ Problem:

Users easily find their website, however the landing and informational pages currently in place have an exceptionally high bounce rate. Of those that persevere and begin the process of sign up, only 16% become active members. There is an overall loss of 84% of potential users who initially visit the landing page.

GoodGym admitted that the approach to date had been to screen users at the landing page by only offering further information about GoodGym and its events after the user had completed initial signed up. The priority was placed on gaining user data upload, before giving them sufficient information to make an informed decision about full membership, an approach that was proving unhelpful.


To reduce the challenge users were encountering between the landing page and signup and further from signup to full membership.

The key goal of the project was having completed signup, that users knew and fully understood the expectations of the events offered sufficiently to proceed to membership and participation in GoodGym activities. This would have a significant impact on the success of

Success for this project was defined by a 34% decrease in the signup bounce rate and a 16% increase in the signup conversion rate to full membership.

Possible Solution: Provide more information to give the user confidence to continue the signup process and ultimately membership process.

Hoped for Outcome: Bounce rate reduced at signup with a significant number of users proceeding to full membership.


The opportunity:

GoodGym have a great opportunity to increase their membership in the New Year because many people decide to take up exercising in that period. They will be increasing their marketing efforts and as a result they’re expecting a surge of new visitors to their website.

The Aim is to:

● Significantly improvement their landing and informational pages.

● Increase the number of people going through the signup process to membership.

● Allow users a better way of becoming GoodGym members.

● Encourage users to get fit by doing good.

● Demonstrate this with analytics showing a decrease in the homepage bounce rate and an increase in the signup conversion rate.

● To thereby have a massive impact on the success of their organisation.

Target Device: Responsive website


● Research insight & findings concerning competitors, user types and behaviour

● Personas and scenarios

● Experience map/User journeys

● Information Architecture

● Design & usability recommendations for improvement

● User flows and Screen flows

● Product Sketches and wireframes

● High fidelity mock up

● Prototype of design(s)

● A final presentation to the client which summarises the UX work


By making improvements to the website landing and information pages there will be an increase in the number of people going through the signup process to membership, allowing users the opportunity they want, ‘keeping fit by doing good’.

The users why statement would be determined following user research.


We created a schedule to give us a realistic timeline to work to:

We developed this onto a Trello Board to divide the project into doable chunks amongst the team and project manage the various stages.

We employed the double diamond design methodology.

The first stage for us in the Double Diamond Design process is Discover, which consisted of a competitor analysis, contextual enquiry and user research to answer the questions; How have competitors solved this problem? What are the users needs that are not being met?

DISCOVERY PHASEBehaviour-led Design Research.

Competitor Analysis:

As GoodGym has a relatively unique value proposition our competitor analysis looked at the closest competitors or indirect competitors, such as running clubs and volunteering websites.

Green Gym was the closest-fit indirect competitor.

British Military Fitness was also a comparable indirect competitor without the volunteering/charity option, as was Nike Run Club.

The result was that there were those who concentrated on running and others more on charitable works, but none occupied the position that GoodGym had by covering both in such a comprehensive and unique way.

The key takeaway from the competitor analysis was that GoodGym was unique in the sparseness of information that they provided on the landing page. Users really had to work hard to find out what GoodGym was exactly about.


We conducted a series of Usability Tests, User interviews and Contextual inquiries.

Contextual Enquiry:

Both Lucy and Chidi signed up to and participated in separate group run events to experience the typical journey a user would take.

User Research:

We constructed a screener questionnaire designed to give us several users who would be good candidates for our research questionnaires.

User interviews:

We conducted in-depth interviews with potential users that we recruited from our screener to help us understand what motivated people to run and/or volunteer, what they expect from an organisation like GoodGym and if they understood their concept?

We carried out usability testing:

The respondents were asked to complete the sign-up process and to verbalise their experience as they went. It took an average of 6 minutes for people to complete the process. We were able to quickly see the points that were causing frustration.


We depicted our typical user Journey:

After entering the site to discover more our user is forced to sign-up/register instead and experiences even more problems when attempting to discover more details about the event chosen.

Take aways from our first client meeting;

They had their website up and running for 2–3 years without any iterations and without any UX.

Because of the interest generated by a recent BBC Breakfast programme, they were inundated with hits to their website, but their high drop-off rate meant they could not capitalise on it and they lost many potential users.

Realised on review that there was too much text on the second folded page. Each ‘area’ had a separate landing page but had too many stages to reach them.

They needed 5 founder members for each area and 100 runners before they can start-up an area. If they didn’t reach 100 runners, they put the area into a proposal page. It had a tendency to becomes a dead end.

We condensed all the feedback and quotes into an Affinity Map to help us shift in to the next stage of Define, where we would define the main problem

A ‘lack of information’, emerged as the overarching frustration. Potential users did not feel fully informed or equipped to become members.

From our findings we created an affinity map cluster tasks and define user needs more clearly:

And from our user research we created three personas.


Three clear user personas emerged. The user who was motivated by running, the volunteer who wouldn’t mind getting a little bit fitter and the potential user who is new to running and volunteering but enjoys the social benefit. This latter persona we called Claire and she became our primary persona. Although the personas are distinct they all share a need to know more about what GoodGym offers before committing to full sign-up.

Our primary persona was Claire.

Defining the User why statement: ‘How do we provide Claire with enough information so that she is confident enough to make an informed decision about getting involved?’

DEVELOPMENT PHASE — Review ideas through culture, thinking & design.

At this stage we held our second client meeting to report back on our findings from the discovery & define stages and to collaboratively gain further knowledge and ideas from the stakeholders that would take us forward and develop a viable solution.

With several questions defined, we held a Design studio with the client to gain collaboration in the ideation process. None of these clients was familiar with the UX process but they could bring substantial knowledge of their business needs into the sketching. At this stage their input would be invaluable.

We set the design purpose around one of the six questions, ‘How do users find out about events in their area?’ And we got them sketching.

Design Studio: We set design principles, to keep in mind while they sketched possible solutions.

Design Principles: Simple, positive and a sense of community.

The output was valuable as we got an insight into what they thought was important to the user and their constraints.

We gained agreement that more information was needed on the landing page to encourage greater sign-up conversion to full membership. Selecting what this information would be and how it was displayed would be something we needed to develop further with the users’ interests uppermost.

We intended to carry out our own team design studio, keeping the results of the initial design studio in mind. We first facilitated this through an ideation session.

We also produced a user flow for our primary persona, Claire, that would help us develop the paper prototype. The goal was to signup to a group run.

Claire’s user flow

We also developed a site map:

We then developed and tested our paper prototype following the Nielsen Norman recommendations; five testers over three rounds of testing.

First Round Of Testing: Version one with a scrolling first page and A/B testing of the second stage.

Key findings first round:

Use sketches rather than paper cut-outs to keep in tone with our design intentions.

Map/information better displayed horizontally.

There was misunderstanding as to how running and good-deeds worked together.

Second Round Of Testing:

Key Findings Second Round:

Explain ‘Do Good’ & ‘Get Fit’.

Demonstrate the three run types with three clear comparisons.

Preference to full-screen map rather than half screen.

Third Round Of Testing:

Key Findings Third Round:

Don’t get the connection between running and helping the older people.

Top of first page should have a better explanation/introduction line; not simply outlining the goal/tagline.

Better with small interactive icons on landing site for each event rather than the ‘Find Out More’ button.

We then proceeded to developing wireframes using ‘sketch’.


During testing we discovered that although the information pages had been changed, users still had some questions left unanswered that disrupted the flow through to full sign-up. We tested, having a guide in place we termed the ‘trainer’, in keeping with the style of the site and found this to be much more helpful. We improved upon it with iterations.

We carried out various testings and iterated on the results.


Digital Wireframes: Iterations…

Our Deliverable Clickable Prototype:

Landing Page with three hover and click options.

Landing page examples
Landing page examples

The following are ‘MORE INFO’, CTA pages for Group Run, Run Missions & Run for an Elderly Person, where we have added information and infographics to tell the story as well as brief trainer bios.

If you chose to use the guide or ‘Coach’ by clicking ‘LET US HELP YOU CHOOSE’, you go to these pages. We have used the group run as an example.

Sequential ‘Coach’ facilitating an informed flow.
Sequential ‘Coach’ facilitating an informed flow.

You are taken to the map view of your area, where all the local events are displayed.

Choosing an event location on the map page highlights that event and takes you to the signup page here on the right.

Having signed up you are given an overview of the event type, location, timings, need to know’s about the event, other members of the running group who will be attending, your trainer who will run the event, an infographic breaking down the event into clear stages and finally a button to confirm your place.

User Flow Mockup


Next Steps

There was a need to better define the terminology on the pages as users found it confusing, there was a need to further streamline the signup flow and we thought work we had done required careful implementation. We also thought that an app supported by mobile devices was both an important and obvious addition.

We suggested the three-step implementation plan to enable a way to adopt the new changes in a step-by-step process, secured with further testing at each stage.

We carried out usability testing with our clickable prototype with users which gave much improved results around information, navigation and ease of use.

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