Behind the Work: The Wellness Connection
A project is finished and a new case study is born – This is the story of how this project started, what actions were involved and how the results are taking shape.
The founder of The Wellness Connection wanted to allow clients to book her services and purchase her training videos directly from her website. Some of the macro goals were to:
• Allow potential clients to request consultations via email and DM
• Streamline scheduling and course management for both, the trainer and the clients
The founder of The Wellness Connection is an independent contractor who, along with her partner (also a full-time freelancer), is balancing work with raising three children during the COVID-19 pandemic which is putting fitness studios into financial chaos.
My role was to design a digital fitness experience that clients can attend from home and create systems that allow the founder's business to thrive.
Aligning on Business Needs & Timeline Expectations
Auditing the Competitor Space
Creating a Landing Page & Gathering User Metrics
Evaluating the Right Tools for the Vision
Testing the Booking Flow, Payment Transactions & Client-side Platform
Designing the Mobile Experience
Some of the major pain points for the founder was course, calendar and client management. As a founder, she's both the trainer and website admin so she wanted to save time on customer relationship management. The pain points for her existing clients who attend her classes regularly was that they wanted to pay a monthly fee as opposed to individual payments for each video and class.
Planning the goals required auditing website creation tools like Wix, SquareSpace and Wordpress. By comparing the founder's needs against the features that these tools offer, we were able to minimize her business costs and maximize her return.
With The Wellness Connection being based in Los Angeles and Studio Joonly in Berlin, we chose Miro to workshop the website and app architecture on a weekly basis. We chose Wix to host her domain and website. The e-commerce features allow the founder to:
Replace Zoom costs with Wix's Live Stream
Replace Vimeo costs with the video library for rent-on-demand
Send class updates from a single calendar / course manager
Send transaction emails from a reliable service provider
Joonly took the content provided by the founder and organized it into a web and mobile flow that optimized discovery, engagement, conversion and retention.
By making sure each page had meta data and is connected to the founder's social channels, we increased organic traffic. In addition, the new navigation and video categorization allows users to find content more easily.
For new clients, the website allows them to pay-as-they-go for individual classes or videos and request a consult for private sessions or specialized workshops.
To increase retention, I designed the sign up page, user account settings and native app so that the client's can manage their class schedule and plan online or through the app. The video library, online classes and retreats pages all use a similar booking flow to minimize drop-offs and each client who books through the website or app receives a reminder email with a link to the online, live stream.
The original website did not have user behavior analytics, so we focused mostly on traffic, search engine results, monthly revenue and email engagement. Today, we’re monitoring page views, video and class engagement and booking drop-offs.
What was the outcome?
We've noticed an increase in organic traffic and visible search engine results despite a saturated market of LA fitness and wellness players.
We discovered which classes, workshops and videos are most popular by revenue.
There's a 100% drop-off on the payment details page for certain workshops. After asking clients about their experience, the assumption is that they left either to sign up for the subscription or because they realized the class was in-person vs. the online version.
How did we feel about the results?
The founder is very happy with how the website can display her video content and allows her to manage customer relationship management with less clicks and less tools.
One month after the launch, the site is driving significant revenue through subscriptions and one-time payments.
What did we learn?
We learned that most users are visiting the website on Mondays between 11am - 12pm and Fridays at 9am. The founder plans to update her email marketing strategy to target users during these times and encourage them to visit specific service pages.
Post-launch there were requests for instant messaging between the founder and client. In the native app, we enabled users to send direct messages with the trainer/founder provided the users signed up for a subscription plan.