Health insurance

Design system and rebrand

client

Friday Health

Project type

UX Design

Project year

2021

The ask

Client was looking to revamp their digital offerings and build out a more robust online library to attract different clientele.

The insight

Goodlife is the largest chain of gyms in Canada and a well known name. It's notorious for having many locations and amenities, and also for sucking people into a membership they forget about, which makes retention hard.

pivot

Covid changes the fitness industry

With the onset of Covid-19, all unessential businesses were forced to close their doors, including gyms. People started turning to all things digital in order to stay fit. The switch from commercial offerings to a more personal, community based approach changed the game. Goodlife already had a library of online workouts, but suddenly found themselves needing to keep up.

analysis

One thing gym are known for is having confusing membership options. Looking at the existing site, the tiers were hard to compare by offering and naming conventions were hard to understand at a glance.

restructuring

After a deep dive into all available membership types nationwide, we made a matrix of products across the board. Then we were able to come up with a comparison chart that highlighter the tier that the client chose. Highliting the benefits for the users in a concise, scannable way.

tags and themes

To utilize existing content, we offered to categorize and tag each video with pre-determined industry standard labels. Not only does it organize content for organization re-use, but it also helps users navigate and makes for a better experience.

future vision

What could've been

Lockdowns had people seeking more connection, so in taking on this project we wanted to create a digital community for a client that already has established a wide client base. The product roadmap included personalized buildable workout plans and carefully picked aspects of social media. Like being able to like and comment on a video and see others who have done the same course.

challenges

Goodlife has established a lot of affiliations with various fitness providers over the years. Sometimes the format of online videos alone would vary greatly, which made it harder to make the experience feel cohesive.

Because the gym has always been a brick-and-mortar business first, we had to do extra activities like take individual photos of personal trainers at each location. This added more time and budget onto the timeline.

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