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.
What I did
Content strategy & assessment
Some copy writing
Tools & Hardware
55” Samsung displays
Done while at Life Time
Strongest pain point
Club construction prevents tours during presale. The sales teams recieved minimal collateral or digital support and had no way to accurately present what the new club would look like.
I stepped in to this project after customer journey maps were created – focusing on the the most glaring pain point.
I took an iterative, proof-of concept approach in delivering digital prototypes to 55" touch enabled displays in 10+ sales centers across the U.S.
The solution needed to serve two groups in distinctly different ways. First, the sales teams needed a highly functional tool that empowered them to tailor each presentations to prospects interests. Secondly, the prospects in many cases expected a club tour – so they wanted to understand what the premium health clubs looked and felt like. In addition, having information clearly labeled (even with knowledgable sales staff) would raise consumer confidence.
Bringing the club to life
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 taylor each presentation to the unique interests of the prospect.
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 second iteration was tested in Princeton, New Jersey and Cypress, Texas.
Program pricing and answering 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.
Expanded class pages arm the sales staff with sufficient details for the novice to the extreme workout enthusiasts.
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.
The membership page improved upon the existing pricing sheet by listing items included with memberships and those where additional service fees apply.