Online Membership Sign up - Club Automation
Overview
Fitness clubs across the country seamlessly integrate Club Automation’s member management platform into their daily operations. Through a simple to use, streamlined sales flow, membership sales associates can quickly register new members and grow their customer base.
However, to gain competitive advantage in the fitness market, clubs are desiring more self-service capabilities for members.
Understanding the Problem
Unwilling to use Club Automation’s antiquated online membership wizard, fitness clubs were looking for new ways to capture members and gain revenue for their clubs. Through customer interviews, we continually heard those clubs owning the market have streamlined, easy-to-use, self-service offerings. People desire flexibility and the ability to manage tasks on the go. This includes searching for and purchasing a new gym membership.
After an overhaul to the membership sales flow from the staff side, we knew we had to tackle the member-facing functionality next.
Product Vision
After initial interviews with customers on their desires for this feature, the product team analyzed the feedback and came up with several main goals for this project.
Build an attractive, smart online membership wizard that customers want to use from any device
Reduce time spent to complete the online sales flow
Increase online sales and revenue for clubs
To kick off the project, I facilitated an internal story mapping session to assemble a general flow for an online membership purchase. We prioritized the must-have features and pushed the remaining to later phases.
Online Memberships storymap
From this story map, I created a more detailed flowchart to review with engineers and additional internal stakeholders to guarantee any concepts we presented to customers were feasible from the engineering side. In addition, I spent some time documenting other competitor membership sign up flows to gain insights from leaders in that area.
Online Memberships User Flow
Designs
Once we felt confident in our user flows, we validated our concepts with a few of our strategic customers. We received overwhelmingly positive reviews and excitement from this new feature.
With the general flow solidified, I focused in on each screen - the layout of information and how a user would interact with it. These sketches and lo-fidelity prototypes were presented to customers for feedback through a series of interviews and usability sessions.
Working through ideas for interactions when viewing pricing
Lo fi mockup for customer validation
Development
After a few iterations, I built out the high fidelity prototype using our newly revamped design system. I provided both desktop and mobile specs so the engineers knew exactly how to implement the designs.
The prototype can be viewed here.
Results
We released the first phase of this project to a select group of beta gyms. I implemented a survey to capture initial impressions and over 85% of surveyed users ranked this feature favorably. Customers love the focus on mobile functionality, something Club Automation historically lacks. This is the first step in elevating our customers and giving them competitive advantage in their market.
Future Iterations
Right now, online sales is only available for individual memberships. For this functionality to be widely adopted and utilized, a few key features must be implemented, including expanding to family memberships and allowing clubs to bundle additional add-ons to the membership. The team continues to work on and release these features.