Streamlining Checkout for Orangetheory Fitness
Product Designer
Auditor
UI explorer
Janica - Technical PM
Marlyne - Project manager
Mar 2020 - Sep 2021
Case study summary
This case study explores the design process and successful implementation of a new checkout experience for Orangetheory Fitness, a leading fitness franchise. The primary goal was to improve member experience by addressing a specific pain point in the existing checkout flow.
Which resulted into
235+
Users growth adoption
235+
Users growth adoption
235+
Users growth adoption
Changing Membership Plans On-the-Fly
Many Orangetheory members found themselves wanting to change their membership plan mid-checkout. This could be due to second thoughts, a desire for a better deal, or simply a need for clarification on plan options.
The existing checkout process lacked flexibility, forcing members to restart the entire process if they wanted to adjust their plan.
Success is usually the culmination of controlling failure
- Sylvester Stallone
Validating the problem
Due to the project's minimal timeframe no direct customer research was done, I personally evaluated Orangetheory's user experience by playing the role of a user.
After trying the experience for myself, it became clear that offering the ability to change membership plans during checkout would significantly improve user experience.
Validating the problem
Due to the project's minimal timeframe no direct customer research was done, I personally evaluated Orangetheory's user experience by playing the role of a user.
After trying the experience for myself, it became clear that offering the ability to change membership plans during checkout would significantly improve user experience.
A Discreet and Effective Option
The final design implemented a "Change Membership Plan" button strategically placed within the checkout flow. This button functioned as a tertiary option, allowing users to easily revisit the plan selection page without disrupting the overall checkout process.
Reduced Drop-off Rates
A key aspect of this project was the close collaboration with the development team. This ensured a quick turnaround time for the implementation of the new checkout experience.
Key Takeaways
User feedback is crucial in identifying pain points and opportunities for improvement within a product's checkout flow.
Offering flexibility and control during checkout empowers users and reduces frustration.
Rapid iteration and collaboration between design and development teams can lead to swift implementation of effective solutions.
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