Building a Digital Fitness App on Mobile & Desktop
Client
Luisa Frias – The Wellness Connection
Location
Los Angeles, USA
Collaborators
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1 Founder
Year
2021 - 2022
A mindful approach to movement and body work to balance and align your mind, body and spirit. Work on your health and wellbeing from the comfort of your own home!
The Wellness Connection now offers online classes, video-on-demand and movement coaching on all categories from healing and restorative training to yoga, dance conditioning and pilates.
Business objective
The Founder of The Wellness Connection, Luisa Frias, wanted existing clients to be able to book her services and purchase her training videos directly from her website. Some of the Founder's goals were to:
• Streamline online payments via her website
• Allow clients to attend virtual, live-streams and on-demand, online videos
• Increase membership subscriptions
• Automate scheduling and calendar management for both, the trainer and the client
My Role
Project & Design Lead
MY RESPONSIBILITIES
Since the Founder migrated to Wix, I created a "coming soon" landing page highlighting her services to gather traffic data and to get insights on her users so I could learn where to create value for her target audience.
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Create JTBDs to understand key features needed
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Design the UX and UI of the activity details page to the booking flow and the post-transaction behavior
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Create the UX for requesting private sessions and consultations
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Improve SEO and content strategy on landing pages to increase SERP discovery
What we did
While working remotely with the Founder of The Wellness Connection, she was based in LA and I was based in Germany, I organized some competitor samples and conducted a UI/UX Review using Miro to get a sense of her "must-haves" and vision for how her services would be presented on the new website.
This exercise and the follow-up discussions afterward, helped to realize what the sitemap should include and the UX needed in order to create a full-service website.
What we learned
By switching to a new web hosting tool and implementing a "coming soon" landing page, I was able to get an idea of how much organic traffic The Wellness Connection gets per month and from where they're coming from:
• 94% of the traffic is new users
• 50% of organic traffic comes from Instagram and Linktree
• Only 9% of traffic is rendered from Google SEO
• The average user spends 6.5 minutes on the landing page
• On average, there are 22 sessions per month
At the heart of The Wellness Connection's past and present success is client happiness. The Founder, Luisa Frias, had spent two decades in dance conditioning and restorative movement. I used the client testimonials on popular landing pages to increase trust and to visualize how her style of healthy living has helped others recover.
The IMPACT
Because her clients are able to book online and manage their own classes from the mobile app, the Founder has more time to focus on creating workshops and retreats.
42% of traffic is returning clients vs. the 6% on the old website
Organic traffic increased by 148% since the launch of the new website content
Sessions per month increased by 47% with high engagement on the video-on-demand streaming service
