User research

Understanding user behaviour during the renewal process is crucial for enhancing customer satisfaction and retaining loyal clients. I wanted to identify what factors would influence our members decision to renew, as well as seeing if there were any other barriers that we would need to overcome.

To understand this, I conducted some in-gym interviews with our members as well as speaking to colleagues who worked in the gyms themselves so have a more ‘on-the-ground’ understanding of our members’ behaviour.

User flow

We wanted to create a transparent, easy-to-navigate renewal process that was seamless across both web and app - regardless of how a member chose to follow through the journey. The creation of a complex user flow enabled us to identify areas of friction as well as understanding how to make the process as straightforward as possible.

Wireframing & UI Design

Prior to me going on maternity leave, I was able to create both the wireframes for design validation as well as the higher fidelity designs at a later date to pass over to our developers for building/