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
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
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.