The homepage has always been a focal point for various departments at USC. With the introduction of the new branding system, our goal was to address the low adoption rates in Southern Europe by answering the question, "What’s the value for our customer?" Later, the sudden pandemic prompted us to explore a new product strategy for online class offerings.
Focus: Design exploration + Facilitation + Product design
Date: April 2020
Role: Product designer
Re-design the homepage of Urban Sports Club to address values for potential users in new markets, to include online offerings, and to introduce the new brand identity.
Low conversion rate challenges the value proposition of the homepage
The COVID situation forces the company to think about online calss offerings
Re-branding of the entire brand needs to be aligned with the digital product
Conducted field research in Spain and Italy, where conversion performance was lowest. Using a guerrilla testing approach, participants sorted "value cards" and collaborated to co-create a new website concept.
The moderation plan for a homepage "co-creation" workshop with selected user in Spain, Italy and France. Card sorting excercise was implemented here.
Post-trip, I analyzed and ranked the cards based on frequency and priority, then presented initial findings to the team.
Remote value proposition workshop exercise with users online
With the new branding, discussions focused on accessibility and design systems. As COVID hit, "online offering" became a key strategy. Building on previous research, I expanded the user pool, updated the plan and questions, and conducted remote workshops.
Remote "HMW" ideation workshop with quick prototype
New branding tryouts
Addressed Low Conversion Rates
Redesigned the USC homepage with clear CTAs, intuitive navigation, and messaging that highlights the product’s value and usability. This significantly improved user engagement and conversions.
Launched Online Class Feature
In response to COVID-19, developed and integrated a dedicated online class section, making remote workout options more accessible and increasing enrollment.
Rebranded with a New Design System
Implemented a cohesive, modern design system that elevated USC’s brand identity and enhanced the overall user experience.
A dynamic and animated section designed to make the "How It Works" process stand out and be clear to potential customers.
A much more compelling message tailored to resonate with users according to previous research.
Boost conversion rate with emphasis on the most popular membership "M".
After the value proposition co-creation workshop, we know that the user cares less about the numbers associated with how many venues or how many different activities we can offer, they care more about what they can do with the offers AKA what values these numbers have to do with them.
From the interviews, users agree that knowing “how it works” are very important to them, however they also brought up criticism about being confused by the old information layout.
