Orangetheory Fitness

Streamlined the membership sign-up process in the Orangetheory Fitness (OTF) mobile application and used the existing design system to provide users with a more convenient experience for signing up for a workout routine.

What is Orange Theory?

Orange Theory is one of the most popular high-intensity workout studios in the United States. They started in 2010 and have been rapidly growing throughout the states and also internationally.

Although OTF is a top fitness studio, they had a problem with users complaining about their mobile app

The current OTF mobile app does not allow users to sign up for a membership or pay-as-you-go plan. Users have to go in person to sign up. Users have expressed discontent with the signup process due to having to go into a club to find more information. Staff members have expressed discontent due to repetitive paperwork and explaining the same thing over and over again.

My solution was to design a more convenient and transparent user experience for OTF new users and existing members.

To address the pain points of new users, existing members, and staff, I redesigned several flows and elements of the existing OTF application and gathered feedback from users on the before and after. The following flows were redesigned or added:

1. Onboarding Flow
2. Membership Sign Up Process
3. Membership Management
4. Referrals

Onboarding Flow

The current OTF does not have an onboarding flow; it only has a sign in and account creation page. One of the pain points expressed by users was there was no clear process for getting started with OTF. Thus an onboarding flow is proposed.

Existing Sign In / Account Creation Page

The existing sign in flow consisted of a simple login screen with a create account button.

OTF Sign In Flow Redesign

There were several improvements that could be made on the existing sign in page, such as improving the call to action, updating element placement, and improving the button design.

Onboarding Flow Redesign

The sign in / onboarding flow was redesigned to give clarity as to what the application did. The addition of images gave a feel to what OTF was all about - hard work, high intensity, and impactful workouts.

Membership Sign Up Process

The membership sign up flow was added as a recommended improvement to the OTF application.

Currently, to sign up for a membership, users must contact the organization and go into the club to fill out forms. However this is a repetitive process that could be done from a mobile application. The below diagram details out a proposal to include this functionality in the application.

View Prototype

The below prototype details out a proposal to add a new membership subscription flow to the OTF application.

Membership Management

Membership subscription requires membership management. Several new views were constructed to propose a membership management page. Suspending/cancelling a membership is unclear and users wanted a clear way to manage their subscriptions. This in turn would decrease the amount of time staff members need to spend to explain the process.

Referrals

100 surveys were sent out to a random set of users over Facebook to see if they've heard of OTF - approximately a third of the people surveyed have heard of OTF. Although a small sample set, this data showed referrals were a way to improve reach.

The below views are proposals for a potential referral program.

Conclusion

Several improvements were proposed to the existing OTF application. Based on user feedback, the improvements showed users were excited about the potential improvements to the app. The next steps would be to build out the new functionalities and gather user data to determine if user sentiment matches the survey data.

Takeaways

1. Stay within familiar design patterns

Using familiar interaction patterns allows users to easily learn new applications without the frustration of guessing what a particular call-to-action does.

2. Balancing the needs of businesses and users

Businesses can implement a referral system to encourage users to talk about OTF with friends and family. This requires a streamlined user experience to make this process easy.