Zumba Fitness
Summary
Zumba’s is one of the world's most recognizable fitness brands. It's business model is centered around a network of independent trainers (ZINs), who after becoming certified pay a monthly subscription fee that allows them to use the Zumba trademark officially in their marketing and most importantly, to enjoy valuable monthly content to help them create and refresh their classes.
In addition to this benefits, Instructors have access to purchase advanced or specialty trainings which make them more marketable as they can reach more people across different audiences.
Our records showed that the more that a ZIN takes these advanced trainings, the more successful they tend to be in bookings their classes, so naturally my task was to design a better experience for purchasing trainings.
In addition to this benefits, Instructors have access to purchase advanced or specialty trainings which make them more marketable as they can reach more people across different audiences.
Our records showed that the more that a ZIN takes these advanced trainings, the more successful they tend to be in bookings their classes, so naturally my task was to design a better experience for purchasing trainings.
Role
UX design lead
Team
1 designer
1 analyst
2 PMs
7 engineers
2 creatives
1 analyst
2 PMs
7 engineers
2 creatives
Year
2017
Whiteboarding
Sharing iterations with team
Interviewing users
Empathizing with customers
Prototyping
The problems
On my initial discovery session I learned a number of valuable pieces of information from our cross-functional team including how difficult it was for instructors to find trainings (particularly in Europe), how hard it was to buy them on a mobile device as well as the traffic and conversion data.
No trainings found
Searching for available trainings often yielded low to no results ending in abandoned sessions.
Low Engagement
Compared to the rest of the site, the trainings page had the lowest engagement.
Key customer slowdown
Searching for available trainings often yielded low to no results ending in abandoned sessions.
No mobile
Searching for available trainings often yielded low to no results ending in abandoned sessions.
Previously, the instructor trainings page was found three clicks deep under the label "Expand your career". It also competed with the basic training labeled "Become an instructor" and a series of DVD trainings labeled "Sharpen your skills". What's the difference?
Designing for engagement
I conducted an 80 point heuristic evaluation which included recommendations like taking a mobile first approach and eliminating the confusing secondary navigation to fix some of the usability low hanging fruit issues. To create more engagement I designed a one column results page (a point of contention at the time when the above the fold myth was the norm). I simplified the search widget, designed search results with people's faces instead of logos and simplified the key value points with additional logic when the user is signed in. I also repurposed the completion badges to use them as achievements instructors could collect for a splash of gamification.
Bringing results closer to the user
To solve the problem of low search results I started gathering facts with the developer team and found out that due to the software package limitations, searches were defaulting at 25 mile radius for the US and by country for the rest of the world. If the limitations are fine for regular consumers looking to attend a Zumba training, this was not the case for instructors look to advance their careers.
Interviewing customers I validated that distance was not an impediment when taking trainings, as ZINs would stay with family or friends to attend the training or band together for a "road-trip opportunity" as one instructor said.
Interviewing customers I validated that distance was not an impediment when taking trainings, as ZINs would stay with family or friends to attend the training or band together for a "road-trip opportunity" as one instructor said.
My solution was to flip the paradigm from search to browse. If distance was not an obstacle for users when booking a training, why even force them to search? So I presented all the available results in the world (literally).
To validate this insight we implemented the solution on a new training which we made public to a select number of instructors. I then observed and recorded their behavior using FullStory and was able to identify a pattern where users looked for results near their home address first. If none were available they rapidly scrolled to other locations, suggesting they had alternative places in mind or as ZINs say looking for "road-trip opportunities".
To validate this insight we implemented the solution on a new training which we made public to a select number of instructors. I then observed and recorded their behavior using FullStory and was able to identify a pattern where users looked for results near their home address first. If none were available they rapidly scrolled to other locations, suggesting they had alternative places in mind or as ZINs say looking for "road-trip opportunities".
Designing the details
The previous solution allowed instructor to customize their booking page. We did away with this in favor of a clear bookings page.Based on customer feedback I prioritized location and time so customers wouldn’t be confused. Inspired by an instructor's customization, I included the badge for the trainings they had completed as a little gamification technique. The “just collect them all” factor I call it.
Designing end to end experiences
When interviewing instructors I discovered additional pain-points when attempting to cancel or transfer classes. All these confusion generated a lot of customer support calls. To improve this, I replaced the previous table with logically grouped cards with very clear "options" for actions. Every action had a modal associated with very clear language describing the process works, the fees to be charged and clear actions.
Results
On launch day, the new experience helped over 5,000 instructors book Zumba’s newest training (Strong) all over the world, setting a record for most trainings sold in a single day and in a month.
The eCommerce flow redesign was also a big factor behind the 10% uptick in new instructor training conversions.
32% conversion increase
B1 trainings up 10%
Strongest sales in one day
67% of sales from mobile
