Challenge
Life Time is a fitness, lifestyle, and entertainment company that prides itself on conveying a “Healthy Way of Life.”
Life Time provides potential members with the convenient option of signing up to become a member online. The organization reached out to us for insights on improving the flow of their existing Online Membership System or OMS.
Approach
We utilized research methods including a heuristic analysis and usability tests to learn more about what kind of information users value when making their decision to buy a membership and to gain insights into the pain points and opportunity areas within the navigation and user flow of buying a membership. Findings were utilized to create an interactive prototype and Findings and Recommendations Report.
My Role
I worked in a team of 5 for this project. As a team we created a plan and script for usability tests, compiled research findings, and organized findings for efficient synthesis. My individual responsibilities included moderating 3 remote usability tests, moderating 1 of 5 in person usability tests while participating as an observer during the others, and designing individual recommendations for the client in the form of a findings and recommendations report and interactive prototype.
Methods
Heuristic Analysis
Remote Usability Tests
In Person Usability Tests
Wireframing
Interactive Prototype
Outcomes
Lifetime was presented with a Findings and Recommendations report and interactive prototype that offered insights into pain points and opportunity areas in the online membership sign up process.
Users
Image from www.localfitness.com.au
Who are they?
Individuals looking for a health and fitness program that works for them.
What do they value?
Locality, offerings, cost, and access.
Process
Creating meaningful Scenarios and Tasks for Usability Testing
After compiling findings from individually completed Heuristic Analysis, the team reviewed both Life Time’s and User Goals to create scenarios and tasks for usability Testing.
Scenario 1
In this scenario, let’s say that you are a basketball player (or participant’s preferred activity) and your significant other likes to swim.
Task 1: Can you show me how you’d go about selecting a gym that fits your needs?
Scenario 2
Next, you want to sign up for a membership at this gym for you and your significant other.
Task 2: Can you show me how you would sign up for a membership?
Discovering Pain Points and Opportunity Areas
Key Insights from Usability Testing
Concerns
A lack of clarity about pricing creates frustration for users.
Difficulties finding clubs with user’s preferred amenities creates a lack of confidence.
Inconsistent and unclear terminology leads to confusion.
Positive Findings
Participants used positive language to describe the aesthetics and imagery used on the website including the words “clean”, “open” , and “high class.”
There were very few issues with participants filling out the forums in steps 4 and 5.
Participants noted that the progress indicator was helpful.
Participants noted that the Free Pass sign up process easy.
