MyYogaWorks
MyYogaWorks (MYW) is an online video subscription service streaming 1000+ yoga and fitness classes; think of it as your Netflix for yoga. YogaWorks, the parent company, is a nationally recognized leader in yoga with over 60 studios across the US.
For this client project, I served as the project manager for our team of 4, with a focus on research and UI design.
March - April 2018
Research, UI Design
Sketch, InVision, Photoshop
Web
The client had gotten great feedback on the quality of their content but felt the site failed to deliver a positive experience for users. Specifically, we were challenged to reimagine the user flow for new subscriptions and consider the first touchpoint for return users, the dashboard.
The goal was to create an updated, intuitive interface whose look and feel would encourage users to practice and subscribe. This is directly linked to MYW’s business goal - increase new trials started and reduce customer churn rate.
Subscribing
Simplify the subscription process so users can both sign-up and customize what they see in the fewest amount of steps
Dashboard
Rebuild the dashboard and how content is saved so users can easily find what they want
Visual Design
Leverage copy and visual design to build personality and make sure users have no confusion about how the service works and what they are getting
We conducted 7 in-person interviews of potential MYW users to better understand who might use online Yoga and what they are looking for in their experience practicing online.
We assessed the sites learnability, efficiency, memorability, error management, and user satisfaction in a heuristic evaluation and also evaluated key direct and indirect competitors in our competitive analysis.
We surveyed 46 MYW users - 41 subscribers and 5 cancels - so we could understand what was and wasn't working on the current website.
Important insights from competitive research, usability violations, and testing the current site with our 7 potential users -
Consistency & Visual Hierarchy
Homepage Header Prioritizes Login over Subscribing
The goal of the home page is to get users to subscribe but calls to action to do so look and are worded differently throughout the page (Start your Trial, Start Free Trial, Subscribe). In the header, for example, the call to action to Login is prioritized over Subscribe.
Important Information is Poorly Prioritized
Homepage Testimonial Section Felt Awkward to Users
Some of the most important selling points of the service are tucked away at the bottom of the page and in an explainer video. A large testimonial section - described by users as “awkward” while testing the current site - occupies valuable home space.
During testing, no users watched the explainer video and no competitors used similar videos to sell their experience. Users shouldn't need to watch something to understand how MYW works.
Cater to User Preferences
Updating Preferences can be Difficult to Locate for Subscribed Users
During the subscription process, users don’t have the opportunity to set any preferences, a feature we found was standard amongst direct competitors. Once subscribed, the option to update preferences can be difficult to locate.
Survey testing would later show only 15% of subscribers were aware of this page.
Recruitment and Goals
Demographic information provided by the client helped structure our user recruitment; in-house research showed MYW users to be 80% female, with 41% of users between age 36-50 and 37% of users between age 26-36.
We assessed potential users as those who might:
Snowball recruiting worked well once we identified 2 potential users. Our client also told us to pay special attention to “new and busy moms” as a user category.
I searched for local meetups to better connect with new moms and arranged visits to “Mommy and Me Yoga” to get the first-hand scoop about balancing fitness and family.
The goal of these interviews was to better understand attitudes toward online Yoga, what was appealing or unappealing about this experience, and if potential users might convert.
Interview Takeaways
Positives -
Attitudes -
100% of users identified as time conscious and mentioned class time, commuting time or lack of time as the biggest factors affecting how and when exercise happens.
57% of users expressed apprehension about actually using the service because they didn't know if they had the discipline to practice at home.
After surveying current and cancelled users, I visualized key findings.
After synthesizing insights from in-person interviews, our survey, and an additional 2017 in-house survey, I created 3 personas who represent typical and potential users.
Summary of key Persona Pain Points and Goals
We mapped our potential users journeys through the site to further key in on how to improve the home > subscribe > dashboard flow.
We prioritized features based on their impact and expectedness.
We began reimagining a new user flow and evaluated the old flow to see where we could reduce user effort.
Our team ran a design studio to rapidly sketch ideas for our revised subscription flow.
My role in design moving forward would be to focus on the home page and user dashboard. I converted design studio concepts into early sketches, then into medium-fidelity wireframes ready for testing.
Early Sketches for Home Page
Key insights from usability testing -
When testing the subscription screens, users didn't like having to identify their yoga level (beginner, intermediate etc...) Provide options to skip, but home should emphasize content friendly to all levels.
Testing without visuals meant users had to rely on copy to understand MYW. One user questioned "so this is Yoga I can do on my iPad?" Something as simple as showing MYW in a device could quickly enhance users understanding of the service.
The subscription flow had too many screens; the flow could be shortened by consolidating information on one page. The home page could benefit from less copy and shorter sentences.
I created a mood board based on inspiration our client showed us. Some of the key takeaways -
Final Visual Design was not a deliverable for this project but suggestions for an updated Style Guide were. Our client specifically mentioned wanting more rounder edges and softer, sans-serif fonts.
I worked on the updated Style Guide and created new visuals for the homepage.
Some of the New Visuals for MYW Homepage
Some interactions left to be explored for the dashboard are -
Visualizing how users add a video to their playlist from a video card.
Testing and understanding the best ways to show more content.
Completing a video or 'hearting' one present small moments to introduce fun and encouraging animation.
We annotated our final wireframes in InVision to be passed off to the client. See highlights below -
Home Wireframe
Summarized Annotations for Redesigned Home
Dashboard Wireframe
Summarized Annotations for Redesigned Dashboard
Click anywhere to interact with this prototype -
