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Strengthening Gympass' value proposition by equalizing the consumption pattern of its product ecosystem
DISCIPLINES
ux strategy
mobile app
visual design
company
gympass
role
product designer
year
2023
(CONTEXT)
For a long time, Gympass has positioned itself as an offline corporate benefit, providing companies and their employees with access to a wide network of gyms and studios. However, with the arrival of the pandemic in 2020, the company needed to pivot its business model and adopt a new market positioning, becoming a complete health and wellbeing platform.
challenge
By consolidating the brand as a health and wellbeing benefit, Gympass expanded its product offering, providing access — in addition to physical gyms and studios — to online classes, personal trainers, and partner apps, such as Strava, Calm, and Headspace, enabling subscribers a huge variety of uses in its ecosystem.
Nevertheless, when analyzing users' usage behavior, it was found that most check-ins were still concentrated in the context of gyms and physical environments, curtailing the company's value proposition. Given this scenario, a great opportunity was detected to explore new ways to enhance the appeal of other products, improving the balance of physical and digital use.
SOLUTION
With so many products available in the Gympass ecosystem, the strategy was to initially focus on a category with great potential for adoption: partner apps. I was responsible for designing the experience of discovering new applications through a component that was capable of encouraging users to try something new, thinking about its applicability in different states and contexts of use.
(RESPONSIBILITIES)
What did I do
• Builded a feature aligned with OKRs and business vision;
• Collaborated with the PM on the new component launch strategy;
• Worked in partnership with a multidisciplinary team thinking about the applicability of the feature in different use cases;
• Visual explorations linked to the company's design system, standardizing the experience and reducing costs.
(EXPECTED RESULTS)
Business goals
Greater user awareness of the catalog of apps available for activation
Increase leads on app pages coming from widget displayed on profile page
More app activations and recurrence of using those already activated
Improvement in the perception of value of the profile page
(A/B TEST)
Outcomes & Impact
More user click-through rate on the button to activate partner apps
Almost more access by unique subscribers to at least one app page
Increase in partner apps weekly active subscribers
Decrease in voluntary churn during the experiment
Identifying the root of the problem
In partnership with the Product Manager, it was possible to observe, through data analysis, that conversion on the app page was good; however, the traffic, in general, did not follow the same performance, highlighting a gap that could be better exploited to facilitate the arrival of users at the other end of the journey.
(IDEATION)
How might we simplify the user journey to help your process of discovering new partner apps?
Building an intuitive path
Alongside the writing team, I conducted some visual explorations of what would become a trigger component in the profile tab, fostering the user's curiosity in finding new ways to complement their health and wellbeing journey.
Strategy for continuous discovery
When activating a partner app, the component changes its empty state format to a structure where what was activated is presented. The CTA is maintained to promote continuous discovery and expand access to other Gympass products. This way, subscribers can reproduce the same flow whenever they want to find new applications that meet their specific needs.
(RETROSPECTIVE & TAKEAWAYS)
No matter how simple the initiative may seem, there is always a robust purpose behind it. This project had the potential to impact an important vertical of the company, and, despite some changes in route due to technical limitations, the solution fulfilled its objective.
COMING SOON
GYMPASS, 2023
