SOULCYCLE

SOULTOGETHER

My Role

Product Design IC for Web Experience (End-to-End)

Responsibilities

Product Web Strategy, UX design, UI Design, Interaction Design, Wireframing, Concepts, Visual Design and Layout of Components, Responsive Design, and Handoff. 

Team

Cross-functional team of Product, Marketing, Brand, Operations, and External Agency for iOS

1 Engineer

1 Designer

1 External User Researcher

2 Product Managers

A detailed view of the interactive timeline for riders to track their milestones with.

 

Challenge Accepted

Twice a year, SoulCyle launches a seasonal campaign inviting users to partake in a 30-Day challenge to ride more and earn prizes. 

After a 48% dip in registered participants in the Fall 2017 campaign, the Marketing and Operations teams turned to the Product and Engineering team to help identify potential new product features to re-engage riders for the Spring 2018 challenge.

Project Kickoff

Assumptions

With a significant decline of 48% between the Spring and Fall campaigns of 2017, it was evident that riders were losing interest and the campaign needed a refresh.

While we assumed this drop was partially due to lack of incentives such as better prizes, we knew that there were also other pain-points throughout the rider process of engaging with the challenge that we needed to identify.

Success Metrics

To measure successful engagement, the metrics were clearly defined to bring the campaign back to it’s original performance numbers from previous years, 23K registered users, $199k in paid rides (and a stretch goal of $250k in paid rides)

Once the campaign was over we’d then measure against these metrics. — Spoiler Alert: We killed it.

But First, Research

A map of where the rider interviews were located.

A map of where the rider interviews were located.

Past Learnings

We worked closely with stakeholders from the operations team and studio staff to learn more about any painpoints they experienced in the previous challenge. From these insights combined with a web audit of the previous site experiece, we were able to create a checklist of items we missed that were worth exploring.

 

User Interviews

We also teamed up with our external agency (Prolific Interactive) to help us with some User Research. They helped us conduct 8 interviews with riders who had participated in past campaigns to learn more about their attitudes toward the challenge and campaign.

Takeaways

01 — Better Onboarding

Our conversations with both riders and stakeholders from operations revealed that there was a lack of clarity about how prize structure worked as well as revealing a need to select goals when registering.

 

03 — Recognition Matters

Riders felt that the previous user experience lacked any tangible ways to celebrate their milestones. When we showed them rough product concepts using encouraging touchpoints, they were excited.

02 — Give Rides for Prizes

While riders did like the branded swag that was offered as prizes, we found out that they would be more incentivized to ride more during the challenge if they actually got free classes as the prizes.

 

04 — Riding for a Cause

When we further investigated the charity component, we confirmed that while riders were mostly in it for prizes or to achieve personal goals, they felt that having reminders connected to a cause helped them justify taking more classes than usual.

 

Designing the Solution

Armed with the collected knowledge from our research and interviews, we immediately started narrowing down the feature sets, ideating concepts, wireframing the userflows, and iterating a final solution that was scalable for future campaigns.

 
SoulTogether-Homepage.png

New Onboarding Process

With the new changes to the campaign decided, which included an addition of new goals, better prizes, and a charity component, we decided to introduce riders to a new campaign homepage. The new format offered a simpler navigation structure with quick links and new blocks of information.

In redesigning the campaign homepage we transitioned from a single-page onboarding experience to a multi-page flow with less cognitive load.

 
SoulTogether-Register-Select Goal 2.png

Goal Setting

For the first time ever,  riders were required to select a specific goal in order to sign up for the challenge. 

By separating this step of the registration from the marketing homepage, we were also able to add clarity for riders by giving them a way to communicate their goals.

 
SoulTogether-Timeline.png

Progress Tracking & Celebration

To help encourage riders we created a participant dashboard with an interactive timeline for riders to track their progress towards their goal. 

Riders can see a record of classes they've taken and they’re upcoming classes. We also made the milestones interactive so that they  can view prize details, and receive messages of encouragement, in addition to viewing their progress as a community with other riders. 

Some of the responsive layouts and web components that came together (pun intended) for the final shipped product.

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