Case Study
Life Time:
Personal training consumer experience
Life Time, a premier health and wellness corporation with 150 locations, embarked on a strategic initiative to augment its online platform. The primary objective was to introduce an e-commerce component that would allows members to seamlessly discover personal trainers, and register, schedule and purchase their services. As the lead UX designer on this transformative project, my role was to collaborate with stakeholders, conduct user research, and craft a user-centric design solution.
➤ Role
Sr. User Experience Designer
➤ Responsibilities
Customer journey mapping, CMS strategy, experience and visual design, development, user interviewing & testing
Framing the Challenge
➤ Holistic Integration
The challenge was not merely adding an e-commerce functionality, but integration into Life Time's current ecosystem with little to no interruption to daily operations.
➤ Keep It Simple
Given the scope of the project, balancing the requirements of various stakeholders, team limitations, and resource availability while maintaining a user-centric focus was crucial to delivering a viable solution.
➤ Cross-functional coordination
Close coordination with stakeholders and teams from marketing, IT, and supporting experts was essential for a successful implementation.
Discovering the Need
Focus on the true experience
The true experience is between the member and personal trainer. This new component should only facilitate a connection the as seamlessly as possible.
Happy Paths = North Stars
Understanding that the solve was primarily for two users, members with and without personal trainers, conducting broad meetings with stakeholders and teams to understand unique perspectives and goals was crucial when introducing a new component to current and new users.
Creating “happy paths” or seamless journeys to book-end the user’s experience helped foster conversations to frame what was needed, and coordinate efforts between teams as the project continually evolved.
Outcome
➤ E-commerce Integration
Successfully integrated the e-commerce component into the Life Time website, providing members with a seamless platform to explore, schedule, and purchase personalized training services.
➤ Focused Experience
Utilizing Life Time’s design system as a visual foundation, testing was focused on establishing relevant paths with dynamic data, allowing users to tailor their journeys on what is best suited for them.
➤ Increased Engagement
The new features led to increased member engagement, as individuals could now easily connect with personal trainers, learn about their services, from multiple access points.
➤ Interdepartmental Success
The collaborative effort between all teams produced a solution that met the needs of the initiative, but also crafted it to scale with consistency.
“Dan is a crucial component of making the Alpha program the community that it is by being engaging and supportive inside and outside of class. I’m so grateful for the coaches like Dan!”