Life Time Digital Sales Tool

Life Time’s presale centers were falling short in delivering an on-brand experience to prospects. I worked directly with corporate sales teams over the coarse of 5 months to design and impliment a digital prototype to 8+ locations.

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. 

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What I did

UX/UI Design
Usability Studies
Qualitative Interviews
Content Assessment
Some copy writing

Tools

Sketch
Invision
55" Samsung tv's

Timing

6 months

High-level Problem

The presentation of the club was identified as the primary pain point/key problem area before I started on the project.

Marketing support to the presale sales staff was at times inaccurate and consistently shallow relative to the options members would have with their membership.
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Solution & Approach

I took an iterative, proof-of concept approach in delivering digital prototypes to 8+ sales centers across the U.S. 

The solution needed to serve two groups in distinctly different ways.

01
The sales teams needed a simple, functional tool that empowered them to tailor each presentation to prospects interests.
02
Prospects wanted a sense of what the club would look and feel like in addition to related program and amenity information.
1st prototype
1st prototype
1st prototype

Bringing the Club to Life

The first prototype went broad and shallow with programs and amenities. This allowed faster delivery to the first two presale locations – Charlotte and Franklin, Tennessee. User experience considerations focused on the reach radius of sales staff with the 55 inch Samsung, touch-enabled displays.

The first prototype iteration focused on accurately representing all areas of the club. User experience considerations centered heavily around use of the large, touch-enabled display and empowering sales staff to tailor each presentation to the unique interests of the prospect.  

TRAVELED TO

TRAVELED TO

2

2

PRESALE CENTERS

PRESALE CENTERS

OBSERVED

OBSERVED

20

20

SALES APPOINTMENTS

SALES APPOINTMENTS

INTERVIEWED

INTERVIEWED

6

6

SALES STAFF

SALES STAFF

2nd prototype
2nd prototype
2nd prototype

Improved Nav & Program Details

Improved Nav & 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 first prototype iteration focused on accurately representing all areas of the club. User experience considerations centered heavily around use of the large, touch-enabled display and empowering sales staff to tailor each presentation to the unique interests of the prospect.  

TRAVELED TO

TRAVELED TO

1

1

PRESALE CENTER

PRESALE CENTER

OBSERVED

OBSERVED

14

14

SALES APPOINTMENTS

SALES APPOINTMENTS

INTERVIEWED

INTERVIEWED

2

2

SALES STAFF

SALES STAFF

3rd prototype
3rd prototype

Pricing & Common Questions

Pricing & Common
Questions

The third prototype took a step forward with pricing and deeper content across all pages.  This in large part was driven by observing prospect's common questions and understanding their pain points around pricing transparency.

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Facility Details

Details such as lap pool temps and fitness floor equipment give Life Time's facilities and spaces context and value.

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Programs

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 national and regional-level pricing.

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Closing the Sale

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