SAVING MEMBERS

AT RISK

Originally the project was initiated by the marketing team. The team wanted to identify a whole journey of at-risk members with main pain points to better understand factors leading members to become disengaged and discover opportunities to prevent members from disengaging or reengage at-risk members. 


The project scaled and brought in two more teams. I worked directly with vice presidents of the departments delivering stories and the journey of members who are not only at risk also own different personas. 

 

The project uncovered a lot of opportunities for multiple teams across the company as it covered the holistic journey of members with different personas. 
 

MY ROLE

SERVICE DESIGNER

I was involved in the project from ideation, discovery, ideation, research to design for 4 weeks as a lead service designer while managing the project. 

I worked closely with 5 stakeholders (3 VPs and 2 senior managers from Sales, Marketing, and Member Service), a UX designer, and a project manager. 

I executed a stakeholder interview, (in-person & remote) in-depth interviews, surveys, and journey mapping. 

I used InVision, Illustrator, Aurelius, and MS office in this project. 

MAIN CHALLENGES

1

VASTIDUDE OF THE PROJECT 

As I uncover the insights, we found out that this project is going to be BIG.

 

We had to bring in more and more stakeholders from different teams. It raised the difficulty of stakeholder management from conflict of interest.

 

I also had to focus on f2htm3x

2

EVERYONE'S FROM EVERYWHERE! 

Cultural difference. As the company had employees from different cultures, there was an extra matter to keep in mind as research was being done, understanding the cultural different and how it plays while they are being interviewed or taking survey. 

KICKOFF

HELLO THERE, I AM HERE TO HELP YOU. 

To tackle the first biggest challenge, the new stakeholder interview was needed.

 

I conducted stakeholder interviews to clarify the ultimate object of the project by helping a stakeholder envision the desired future direction and goals of the company. I put expected results into numbers to speak the stakeholders' language.

At the stakeholder interview, I focused on helping him identifying the ultimate goals of his team and working on project objectives around the goals while providing what to expect in the following steps throughout the project. 

After the interview, the whole project team consists of me (UX designer), a stakeholder, 2 developers, a project manager, and a business analyst met up for an official kickoff meeting to share project objectives, timeline, budget, and expectations.  

IN-DEPTH INTERVIEW

METHODOLOGY

I executed 40 in-person/remote interviews. 

All participants were terminated members.

Half of the participants were from the at-risk group who chose certain items

Control group participants were from those who chose an item from the rest of the reason for leaving. 

 

Moderated 1-on-1, F2F/remote interviews to understand members' journey from need recognition, joining, to the termination. The interview questionnaire was written in chronological order covering their emotional engagements, thoughts, actions, questions, players, and what's going on outside of the gym at each step. The interview was performed in a casual conversational manner. 

 

TAKEAWAYS & NEXT STEPS

  • The insights suggested that we needed to redesign the whole system to tackle the main usability issues of the current system. 

  • A responsive design was needed (very much so). 

  • More in-depth research to gather ideas for a new system was needed. 

SURVEYS

As we learned we need to redesign the scheduling system, I executed focus group and interview sessions to 1) learn more about what users need and want and 2) help the team design a long term strategy on the product. 

METHODOLOGY

Executed a company-wide survey to validify the findings from qualitative research as the stakeholders were more used to seeing data through numbers. 

DISCOVERY 

​"Put everything together.

Don't make me go through 3 different programs to do one thing."

Turned out trainers needed an all-in-one platform that will allow them to schedule, communicate, and complete daily administration duties. 

They also wanted the system to help them provide more personalized experiences for their clients, which was a major uncovered opportunity for the business. 

JOURNEY MAPPING

Created a current journey map based on research findings to help stakeholders to have a holistic view of how each step affects the whole experience. 

WHAT'S NEW? 

The biggest changes were adding a dashboard and responsive design.
The dashboard provides

  • a glimpse of the daily schedule

  • notifications from sources such as colleagues, managers and a corporate

  • customer information such as their goal tracking or birthday to help trainers deliver more personalized experiences.

The weekly schedule page also went through a revamp.

  • More prominent color codes were adopted.

  • The layout was updated based on the user’s behavior pattern found in usability research. 

DELIVERY

Delivered the findings through 2 rounds of presentation. More detailed final report with the execution plan and explanation of the plan was sent after the presentation.

WHAT'S NEW? 

The biggest changes were adding a dashboard and responsive design.
The dashboard provides

  • a glimpse of the daily schedule

  • notifications from sources such as colleagues, managers and a corporate

  • customer information such as their goal tracking or birthday to help trainers deliver more personalized experiences.

The weekly schedule page also went through a revamp.

  • More prominent color codes were adopted.

  • The layout was updated based on the user’s behavior pattern found in usability research. 

© 2020 by DaHee Kang