Over the course of 5 months, the project was split into the following phases: Discovery & Research, Strategy & Planning, Design & Prototyping, Testing & Validation, Design to Dev Handoff

The Credera team I was a part of consisted of a project manager, 2 user researchers and 3 UX/UI designers. The client team consisted of key business stakeholders and an offshore development team responsible for developing the final iteration of the website.

Between the researchers, designers, and developers, we all collaborated to ensure that our design ideas directly addressed user needs and pain points while ensuring all proposed enhancements were technically feasible and could be implemented efficiently within project constraints. This close partnership allowed us to move from validated concepts to practical, executable designs that delivered real value.

As a supporting UX Designer on this project, my work primarily focused on UX production, translating insights into tangible design deliverables. I played a key role in developing user flows, building high-fidelity designs and prototypes for testing.

From the start, the overarching project goal was clear: Boost membership conversion from online visitors. Based on We knew several issues, Additioanlly, it was cFrom However, the strategies to achieve the stated goal became quite clear during our discovery and research phase.

The research team interviewed a stakeholders, gym members, non-gym members looking for a gym to join, and fitness consultants. Outside of the gym setting, the team conducted unmoderated user research on users navigating the client's existing website with a focus on the onboarding flow.

The team's research revealed key insights that shaped our UX strategy:

While the gym performed quite well upselling the customers who signed up in person, customers who signed up online had little awareness of key offerings like the free welcome workout. The research revealed a significant missed opportunity to have online guests take advantage of key experiences, leading to a higher conversion rate into additional core offerings like personal or group training. Simply put, we needed to build awareness.

The research revealed a significant missed opportunity due to online sign-ups not being aware of key offerings compared to in-person sign-ups.

Our strategy was to bring these "key experiences" directly to the user instead of waiting for them to discover an offer on their own. The 7-Day Free Workout and the Welcome Workout are prime examples of these key experiences.

Here are three ways we enhanced the sign-up experience and increased enrollment into the key experiences.