Virgin Active digital transformation APAC

Virgin Active digital transformation APAC

Virgin Active is a global health and wellness club part of the Virgin Group, offering fitness, recovery, and social experiences across its premium clubs worldwide.

Virgin Active is a global health and wellness club part of the Virgin Group, offering fitness, recovery, and social experiences across its premium clubs worldwide.

PRODUCT DESIGN · RESPONSIVE WEB
PRODUCT DESIGN · RESPONSIVE WEB
YEAR

2022

DURATION

3 months

ROLE

Product Designer, Service Designer

DEVICE

Responsive web

OVERVIEW

Virgin Active APAC region wanted an entire digital transformation to their existing website and internal processes Post Covid.

This included: Australia, Singapore and Thailand

Problem

Due to the disruption of Covid, many fitness and gym facilities were put on pause, and ultimately caused changes in people's fitness habits. The brief was to highlight painpoints and re-work  internal VA staff processes, re-design the existing website that aims to address customer's wants and needs for fitness post covid.

Outcome

Streamlined Virgin Active’s internal workflows through a detailed service blueprint, while enhancing their digital presence with a redesigned website and expanded component library.

Outcome

Streamlined Virgin Active’s internal workflows through a detailed service blueprint, while enhancing their digital presence with a redesigned website and expanded component library.

  • +2.2% increase in membership conversion

  • 30% reduction in customer enquiries

  • Automated and reduced internal workflows by 40%

PROCESS

Design process

PROBLEM STATEMENT

Post-COVID, Virgin Active faces challenges with inefficient internal staff processes and a decline in customer acquisition and retention, impacting overall operational effectiveness and business growth. How can we improve internal Virgin Active staff processes and increase customer acquisition and retention post Covid?

Understanding fitness habits post covid

What are the existing internal staff processes and their painpoints? How has Covid changed people's fitness habits and their needs and wants of gym memberships?To further understand the problem areas in discovery phase, i conducted:

  • Stakeholder and VA staff interviews across 3 regions

  • 1:1 Interviews with existing and churned members on motivations and behaviours across 3 regions

  • Existing site usability testing

  • Website analytics and market trends

  • Existing website testing

Part of a mapped out service blueprint of existing pain points

iNSIGHTS

Opportunities

Flexibility is king

Due to lifestyle uncertainties post covid gym go-ers valued membership flexibility.

Transparency

Nobody likes hidden fees. At purchasing point, prospects want to see a clear breakdown of the payment and what they're signing up for.

Try before buying

An easy way to trial gyms before actually committing was highly desired.

Details, details, details

Prospects want as much detail they can get from a club and membership without having to call or speak to staff.

Lack of workflow efficiency

Virgin Active staff currently rely on multiple systems to track memberships, making reporting and visibility fragmented and inefficient.

Collaborative ideation

Leveraging the service blueprint and HMW statements. I ran an ideation workshop with the stakeholders where we came up with various different solutions based on each problem statement. These were then translated into the future state to-be service blueprint. 

Part of a mapped out, future to-be service blueprint highlighting oppportunites

Iterative feedback design

I began with a new sitemap to clarify page structure and features during critique sessions. I then moved from wireframes to high-fidelity designs, aligning with business goals through weekly stakeholder reviews.

FINAL DESIGNS

Final design highlights

MEMBERSHIPS

Flexible memberships

Enabling users to choose memberships that suit their individual lifestyle needs

TRIALS

Free trials

Promoting free trials to prospect members so that they can get a feel of the club amenities

PAYMENT TRANSPARENCY

Membership breakdown

Clear breakdown of the signup membership fees to build trust when applying memberships online

CLUBS

Club details

Club features allows both members and prospects to view digestible key info at a glance

Iterative feedback design

I began with a new sitemap to clarify page structure and features during critique sessions. I then moved from wireframes to high-fidelity designs, aligning with business goals through weekly stakeholder reviews.

Collaborative ideation

Leveraging the service blueprint and HMW statements. I ran an ideation workshop with the stakeholders where we came up with various different solutions based on each problem statement. These were then translated into the future state to-be service blueprint. 

FINAL DESIGNS

Final design highlights

PROCESS

Design process

PROBLEM STATEMENT

Post-COVID, Virgin Active faces challenges with inefficient internal staff processes and a decline in customer acquisition and retention, impacting overall operational effectiveness and business growth. How can we improve internal Virgin Active staff processes and increase customer acquisition and retention post Covid?

Understanding fitness habits post covid

What are the existing internal staff processes and their painpoints? How has Covid changed people's fitness habits and their needs and wants of gym memberships?To further understand the problem areas in discovery phase, i conducted:

  • Stakeholder and VA staff interviews across 3 regions

  • 1:1 Interviews with existing and churned members on motivations and behaviours across 3 regions

  • Existing site usability testing

  • Website analytics and market trends

  • Existing website testing

Part of a mapped out, future to-be service blueprint highlighting oppportunites

MEMBERSHIPS

Flexible memberships

Enabling users to choose memberships that suit their individual lifestyle needs

TRIALS

Free trials

Promoting free trials to prospect members so that they can get a feel of the club amenities

PAYMENT TRANSPARENCY

Membership breakdown

Clear breakdown of the signup membership fees to build trust when applying memberships online

CLUBS

Club details

Club features allows both members and prospects to view digestible key info at a glance

Next steps

Now that all three sites are launched across the APAC region, it's time to test and validate some business assumptions! Measuring our key measures of success - Sign ups, Free trial visits, and certain page views will help us determine what's working and what isn't to further iterate.

Next steps

Now that all three sites are launched across the APAC region, it's time to test and validate some business assumptions! Measuring our key measures of success - Sign ups, Free trial visits, and certain page views will help us determine what's working and what isn't to further iterate.