CycleBar

A friendly, inclusive, welcoming indoor cycling franchise that wishes to retain riders to grow their fit-family in all of their 250+ studios across the nation.

 

Goal

Create a more immersive experience through standardized brand voice and clearer online navigation to provide optimal connections between riders and instructors in and out of studio.

Target Audience

Consumer-facing marketing website that will help riders connect with instructors and build brand loyalty through real relationships.

Current State Issue:

The website today lacks the intuitive nature of the standardized way of booking fitness classes online

  • Inconsistant display of location details and instructor profiles.

  • No information hierarchy

  • Generalized language falls short of company goals of community-building

  • Confusing CTA language

Current Instructor Page:

The first thing you see when you choose the instructor tab is a link to “apply now.” As a consumer, you must click and scroll through many links to find the current instructor lineup.

This is not an optimal or inviting display page for new customers who are looking to work out. Also, this may deter future instructors from auditioning if they are not presented with a slew of real people on the web page.

Suggested Improvements:

  • Add easily-accessible, up-to-date profiles that bring a more human-centered approach to fitness

  • Enable scheduling through bios to promote CB talent and establish rider-instructor relationships and increase community building

  • Incorporate social media links to deepen rider-instructor connections to increase loyalty

  • Move the “apply now” option below the current talent to better highlight and promote instructors on the roster

 

Current state booking issues:

  • The current display is inefficient. Once a ride is over there is no option to book again with the same instructor; it is a dead link in a darker shade of red.

  • Inability to click on instructors directly on the schedule. The profiles should be linked and more accessible for users logging onto the page — they should not lie at the bottom

  • Instructor bios are verbose and overwhelming. To be more user-friendly, bios need to be concise instead of one big blurb. A cleaner aesthetic would allow for more rider engagement

  • Users are discouraged from logging into other studios that are not their “home” base. Each franchise should have an all-access pass so users can easily log in.

What I did:

  • Competitor research to identify the industry standard in online booking for fitness classes

  • Mocked up a more personalized experience for users who want to know more about their CB instructors with a “Get to know us” page

  • Wrote and edited web copy emphasizing CB brand voice

  • Suggested content format guide and proposed the installation of a design system to more efficiently book future rides post-class that is consistent with CB brand voice

The results

User flow

Redesigned page for Get to know us

Efficient instructor booking

 

“Whatever it is, the way you tell your story online can make all the difference.”

— Quote source