Life Time Presale Experience

Life Time’s presales experience was falling short of delivering an on-brand experience. I worked directly with corporate sales executives and sales teams to develop a digital prototype and improve the sales floor design. 

UX/UI Design / Usability studies / Qualitative interviews / Content strategy & assessment / Some copy writing

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Customer Journey

Defined pain points

I stepped in to this project after customer journey maps were created. The strongest pain points and my immediate focus was around the club tour.

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Understanding the problem

Helping prospects see the future

Presale centers are typically on the same parcel of land as the club. So depending on the construction timeline, the propsect could see piles of dirt, concrete and not much more.

Sales teams had no way to accurately present what the new club would look like. They recieved minimal collateral support. And with Life Time ramping up new club openings to nearly once a month, they needed something fast.

Solution

A cinematic digital club tour –
built for two   

Digital prototypes were pushed to Samsung, touch-enabled displays at three presales locations.

The solution needed to serve two groups in distinctly different ways. The sales teams needed a highly functional tool that empowered them to tailor their presentations. Prospects wanted to know what a premium, resort-like health club looks and feels like. Secondly, having information clearly labeled, even with knowledgable sales staff, would raise consumer confidence.

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1st Prototype

Bringing the club to life

The first iteration of the prototype focused on answering the "what will it look like" question. UX/UI considerations centered heavily around use of the touch-enabled 55" display.

I traveled to two presale centers to observe the prototype being used for sales appointments – Charlotte, North Carolina and Franklin, Tennessee. 

TRAVELED TO

2

PRESALE CENTERS

OBSERVED

20

SALES APPOINTMENTS

INTERVIEWED

6

SALES PEOPLE

2nd Prototype

Improved navigation & program details 

Common themes emerged while observing the Charlotte and Franklin sales teams using the prototype. The secondary navigation was overhauled to reduce ping pong'ing between areas within primary sections. Sales staff consistently used the map over the text navigation to view the club's spaces.

The prototypes second iteration was put to use in Princeton, New Jersey and Cypress, Texas.

TRAVELED TO

1

PRESALE CENTER

OBSERVED

14

SALES APPOINTMENTS

INTERVIEWED

2

SALES STAFF

Prototype 03

Answering common questions

The third prototype took a step forward with added content across all pages.  This in large part was driven by common questions I observed prospects asking at Charlotte, Franklin and Princeton presale centers.

Simplified navigation

New primary navigation gave the prospect a high-level view of all Life Time offers while giving sales staff a singular jumping point from which to tailor their presentation.

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More than just beautful spaces

Driven by propsect questions, I developed content spefically related to all areas of the club. This was done in partnership with various business owners and experts across the organization.

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Class details

Expanded class pages arm the sales staff with sufficient details for the novice to the extreme workout enthusiasts. 

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Pricing transparency

The lack of transparency around additional service pricing was a known pain point for prospects. The third prototype included pricing for virtually all additional services. I worked with various business owners to include pricing based on national or regional rates.

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Membership pricing 

The membership page improved upon the corporate membership pricing sheet by listing items included with memberships and those where additional service fees apply. 

Tools/Hardware

Sketch
Invision
55” Samsung displays

Done while at Life Time

Oct 2017 – Feb 2018

© 2006 - 2018  Brian Bjerketvedt

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