WHAT
Service Design
ROLE
UX Strategy | UX Design | Master's Student
Using Service Design to improve the lifetime retention of customers and employees.
Market Research
Competitive Analysis
Service Collage
User Journey
Service Diagram
Wireframes
UI/Interaction Design
Orange Theory Fitness is an international class-based studio that has latched onto the trend in fitness for quick, high-intensity workouts. They have been growing at a rapid pace since their start in 2010, and are now at close to 900 locations.
As a speculative assignment, another designer and myself were tasked with examining Orange Theory's core service design and using insights derived from pain points to improve the overall experience of their users and employees to minimize employee turnover and decrease customer cancellations.
To do this, I looked at the brand from every touchpoint for both the members of the studio and the employees assisting them with the goal of improving their experiences throughout their lifetime with the brand.
Orange Theory Fitness is a group personal training workout. The concept is based around a 60-minute intensive workout that is measured by a unique heart rate system and claims user's can continue burning calories for up to 36 hours after their workout.
Examining service at every level.
We researched all of the touchpoints we could determine a customer would have throughout their membership with Orange Theory. In doing so, we also looked at where employees were involved with said touchpoints, and the role they played in those interactions. This allowed us to see the content strategy and overall experience the customer was currently having with the brand and pull opportunity and insights from the moment of sign up, to ultimately, cancelling their memberships.
Finding the weaknesses and gaps in service.
- Disjointed system - members using 2 separate applications and 3 separate web platforms
- Inefficient and outdated paperwork being used in sign-up, cancellation and sign in for classes
- Difficult and frustrating cancellation for members
Following the member's lifetime journey.
We examined the customer journey from pre-membership and taking the signature Orange Theory 'Free Class' prior to sign up, through membership, account management and ultimately cancellation. Instances where employees came into contact with members were marked, as well as in-store versus digital experiences. This allowed us to see a clear path a member would take during their time as an Orange Theory member, and specifically the interfaces and conversations they had throughout.
Our hypotheses.
HYPOTHESIS
Separate systems are frustrating users
and slowing employees down
No time to speak with trainers discourages
loyalty or accountability
Painful cancellation process discourages
users from returning
Separate systems are frustrating users and slowing employees down
HYPOTHESIS
Separate systems are frustrating users
and slowing employees down
No time to speak with trainers discourages
loyalty or accountability
Painful cancellation process discourages
users from returning
No time to speak with trainers discourages loyalty or accountability
HYPOTHESIS
Separate systems are frustrating users
and slowing employees down
No time to speak with trainers discourages
loyalty or accountability
Painful cancellation process discourages
users from returning
Painful cancellation process discourages users from returning
HYPOTHESIS
Separate systems are frustrating users
and slowing employees down
No time to speak with trainers discourages
loyalty or accountability
Painful cancellation process discourages
users from returning
SERVICE DIAGRAM
Diagramming employee's involvement in each step of a member's experience.
We created a diagram to break out each step of the journey into actions both the user and employee perform during that phase. This allowed us to follow the user through the journey, but also see exactly what employees are doing, as well as the software they rely on to do their jobs properly. The diagram differentiates between what the customer sees the employee do, and what tasks employees do behind the scene ('back stage actions').
Diagramming employee's involvement in each step of a member's experience.
We created a diagram to break out each step of the journey into actions both the user and employee perform during that phase. This allowed us to follow the user through the journey, but also see exactly what employees are doing, as well as the software they rely on to do their jobs properly. The diagram differentiates between what the customer sees the employee do, and what tasks employees do behind the scene ('back stage actions').
Locating the pain points.
From the service diagram, we were able to pull out pain points that were felt by both the members and the employees and see how these could be addressed in our design changes.
The use of paperwork for all processes takes more time out of employees day, and is frustrating for member. Part of Orange Theory's business promise is that they allow members to go to any Orange Theory gym they want - but none of these centers share information with one another, so every time a member goes to a new location, they must go through the paperwork again.
PAPERWORK
The use of paperwork for all processes takes more time out of employees day, and is frustrating for member. Part of Orange Theory's business promise is that they allow members to go to any Orange Theory gym they want - but none of these centers share information with one another, so every time a member goes to a new location, they must go through the paperwork again.
The current booking system, ontop of being in separate apps, also does not alert members when they are removed from the waitlist - which causes members miss class and to lose class credits unnecessarily, and also hurts trainers who rely on full classes to earn more commission.
BOOKING
The current booking system, ontop of being in separate apps, also does not alert members when they are removed from the waitlist - which causes members miss class and to lose class credits unnecessarily, and also hurts trainers who rely on full classes to earn more commission.
Orange Theory trainers who have full classes get paid more and have better class hours, which means building relationships with their members is necessary for them. However, current trainers do not have sufficient time between classes to build relationships, nor do members have much opportunity to connect with trainers during their rigorous workouts. This lack of communication hurts both parties.
COMMUNICATION
Orange Theory trainers who have full classes get paid more and have better class hours, which means building relationships with their members is necessary for them. However, current trainers do not have sufficient time between classes to build relationships, nor do members have much opportunity to connect with trainers during their rigorous workouts. This lack of communication hurts both parties.
When a member decides to cancel, there is no online option. They are told they must come in person into their home studio - meaning the original studio they started at. They are then made to do paperwork once again, and must pay for another full month before their membership officially cancels. Because fitness comes in waves in people's lives, this harms the chances of them returning to Orange Theory in the future.
CANCELLATION
When a member decides to cancel, there is no online option. They are told they must come in person into their home studio - meaning the original studio they started at. They are then made to do paperwork once again, and must pay for another full month before their membership officially cancels. Because fitness comes in waves in people's lives, this harms the chances of them returning to Orange Theory in the future.
The core objectives we implemented from our research.
Integrate the 2 Mobile Apps
Improve Account Management & Cancellation
These objectives were addressed by making the following in-app changes that impact crucial stages of the customer journey:
Implementing our changes into the interface.
These objectives were addressed by making the following in-app changes that impact crucial stages of the customer journey:
- Introducing a digital membership card for more efficient sign-ins (to save employees and members time)
- Allowing more customization in the booking process to simplify and prevent congestion upon arrival for class (and upselling wristband rentals)
- Implementing a waitlist system that alerts users when they are off the waitlist to prevent empty classes (which docks pay from the employees)
- Allowing users to freeze or suspend their accounts temporarily in the app - this would prevent users from cancelling and ease some of the current frustrations around user cancellation.
Wrapping up Orange Theory's service design.
We believe integrating the two mobile applications will provide a smoother experience for the customer. It will allow them to manage their account and processes digitally, which in turn will save time and energy on part of the employees. Fitness comes in waves in people's lives - sometimes we're in phases of fitness, and other times we don't hit the gym for months. Understanding this and the value of maintaining the relationship and experience their users have is key to Orange Theory's success.
Next steps based on user feedback: Overall the changes were very well received, including by employees - who specifically liked the use of the digital ID card. A feature that was asked for was an opportunity to cancel classes in the 'My Classes' section so that users weren't charged for a class they couldn't make and teachers could get a more accurate look at the number for class attendance.
Overall, we believe these changes will increase customer lifetime value by deterring user cancellation, and improve employee lifetime with the company as well by fostering loyalty.
