MyYogaWorks is a premium online yoga subscription business based in LA that offers 1,000+ classes users can access anytime, anywhere. We redesigned their online touch points with the goal of increasing long-term subscribers.
MyYogaWorks was seeing customers either canceling or not converting at the end of their free trials. How might we reduce the churn rate and increase new trial subscriptions?
How might we convey the personality at the core of MyYogaWorks to create an emotional connection with subscribers? How could we sell the MyYogaWorks experience from the homepage?
This tied into our design challenge of reimagining the conversion funnel, from homepage, to subscription sign-up, to dashboard.
How could we redesign this flow to create a personal connection through design and convey a fun, light-hearted personality, while giving visitors the pragmatic details they needed to feel secure subscribing and see MyYogaWorks as offering a great value?
MyYogaWorks had already done their own in-house research. They gave us access to these results but we wanted to validate their findings and get updated data with our own research. They also shared that they had clear goals in engaging us to redesign their user experience.
We began our discovery with a Heuristic Evaluation.
I followed up with a competitive and comparative analysis.
Before and during user interviews, we empathy mapped as a team to align ourselves on the user, and to synthesize prior user research MyYogaWorks provided for us.
I worked on survey questionnaires that MyYogaWorks distributed to their user base.
I also attended a "Mommy & Me Yoga & Fitness by the Sea" class, at Santa Monica’s Palisades Park to interview yogi moms in person.
The feedback we received from our surveys and interviews yielded a wealth of data we affinity mapped.
We affinity-mapped as a team and filled most of a 12x12 wall with our findings.
From our affinity mapping, we created three user personas: Maya the New Mom, Penny the Practictioner and Yisell the New Yogi. Yisell's user persona was my contribution.
I dived into what Yisell's journey would be like as she interfaced with MyYogaWorks.
We categorized feature ideas we sourced from our research according to how impactful and expected they were.
For our three-week sprint, we mainly focused on features that were expected and high-impact.
However, we did manage to include some unexpected features, such as dashboard customization, yoga prop icons, and accessing journeys from the dashboard, that we thought would address some of the issues surfaced in research.
As a final step in our definition phase, I wanted to map the existing MyYogaWorks user flow so we could visualize the paths users took through the MyYogaWorks website.
We'd made our discoveries and narrowed in the pieces of our solution, it was time to start developing it into a cohesive experience.
With our feature prioritization matrix, we came together to run a design studio exercise and turn our favorite features into sketches of key screens.
We split up our wireframing work among the team. I thought the onboarding process was key, so I worked on onboarding screens. Onboarding is an important flow, that's often overlooked, and I thought it was a feature that needed to be expanded to foster that emotional connection with the MyYogaWorks convert.
However, because we were running short on time and my team members felt the onboarding would be straight-forward, it hadn't been part of our initial design studio process, and I struggled to capture my team's consensus on my wireframes.
I finally requested the help of the team to do a mini design studio just for the onboarding flow.
They spring-boarded off my initial ideas and added their own contributions that enabled me to build wireframes we all gave the thumbs-up to.
For our rebranding, we started by creating a new style guide that included sans-serif fonts, soft edges, and pops of color, particularly in experience-level markers. We decided to move away from the black buttons MyYogaWorks was using.
We also wanted to update the copy to emphasize the convenience of MyYogaWorks, reiterate what the user was getting and how it works, as well as being encouraging in our word choice. We particularly wanted to create a real, personable voice for MyYogaWorks.
Finally, as part of our visual design, we wanted to introduce design trends like illustration mixed with photography, colorful gradients, mixed patterns, and vivid color palettes.
I created the following illustrated photo composite for the onboarding flow.
As we neared the end of our sprint, we wanted to get and implement user feedback before presenting our prototype to our key stakeholders.
We all individually participated in usability testing. Some feedback I heard first-hand included positive reception to the free-trial expiry calendar reminder seen during onboarding, and excitement at personalization options.
Collectively, users mentioned wanting:
With our prototype, we wanted to offer personalization to create a sense of investment in the practice and product. We employed a colorful palette and playful copy to convey MyYogaWorks personality and create an emotional connection with subscribers. Using the same playful tone, we emphasized the convenience and value of MyYogaWorks.