Boosting Brand Awareness and Member Acquisition

Led, supported, and designed the Orange Passion 🔥

mobile app

responsive design

fitness

UI design

My Role

Product Designer

Auditor

UI explorer

Team Collaborators

Janica - Technical PM

Marlyne - Project manager

Timeline

Mar 2020 - Sep 2021

Case study summary

This case study showcases the design of promotional brand activation landing pages for Orangetheory Fitness, a high-intensity interval training (HIIT) workout franchise. The project aimed to attract new members by leveraging partnerships with established brands, leading to increased brand trust and user engagement.

Orangetheory Fitness sought to expand its member base. Partnering with trusted brands offered an opportunity to tap into new customer segments and piggyback on existing brand loyalty.

As a contract designer working through a design agency, I played a key role in creating visually compelling landing pages that effectively communicated Orangetheory's value proposition and the benefits of joining the fitness program.

Partner Prominence

The landing pages prominently featured logos and messaging from partnering brands. This established credibility with potential customers who already trusted the partner brands.

Clear and Concise Value Proposition

Compelling copy quickly communicated the unique selling points of Orangetheory Fitness, including its science-backed training approach and community atmosphere. This ensured visitors understood the benefits of joining the gym.

Speedy Iteration and Collaboration

Focusing on a rapid solution, the design approach involved identifying key points within the checkout flow where a "Change Membership Plan" option could be seamlessly integrated. Mockups were created for two different versions to explore potential user interactions.

The Impact

The launch of the landing pages led to a significant increase in customer acquisition. Orangetheory Fitness acquired 10% more new members compared to the previous year. Additionally, the clear messaging and trust established through brand partnerships played a role in boosting customer retention by over 23%. The marketing team also reported that the landing pages helped build trust with existing customers further.

Lessons Learned

This project highlighted the importance of leveraging partnerships to reach new audiences. It also underscored the need for clear and concise messaging on landing pages to effectively convert visitors into paying members. The success of this project reinforced the value of visually appealing design in capturing user attention and creating a positive brand experience.