01
Friction in a subscription funnel is often emotional.
Finding where people hesitate, and why, mattered as much as the number of steps.
CASENeoness · Fitness · Website & in-club screens
A gym brand relaunch, designed for emotion
Redesigned the website journeys, from the subscription funnel to the member area, as the brand relaunched.
- Role
- UX design of the new digital journeys
- Team
- Digital project lead, internal teams, developers, a dedicated UI designer
- Scope
- Website, subscription funnel, member area; foundations of a design system
- Duration
- 2019
- What I did
- User observation and interviews, ideation with the project team, iterative wireframes co-designed with devs and end users, journey tests, UI team briefing.
- touchpoints: web, in-club tablets, displays
- 3
- brand relaunch
- 2019
Neoness was relaunching its brand and its digital interfaces at once: website, touch tablets in clubs, display screens. Key journeys like the subscription funnel and the member area had to feel more reassuring and more fun, not just work.
What the field told us.
02
One brand, many screens.
Web, in-club tablets and displays needed shared rules, hence the start of a design system to unify UX and UI.
Outcome
Journeys tested with users and handed to the UI team as wireframes and rules, as the base for the relaunch across web and in-club screens.