Beachbody Store

Fitness Finder

beachbody.com | Apple Store | Google Play

My Role and Activities:

Product Vision | Lead User Research, User Experience Design, Usability Testing, Product Development, SEO, Affiliate Marketing, and Analytical Teams | Foster Collaborative Cross-Functional Efforts

The fitness journey is a personal experience. Especially for beginners, it can be overwhelming to understand what program would suit them best. At Beachbody, we found a high shopping cart abandonment rate of 73%, a huge missed opportunity. Instead of spending more marketing dollars, I realized we needed to provide prospective customers with a better experience. As I dug further into the data, I discovered opportunities to create a personalized shopping experience and simplify the checkout flow. With this insight, I led my team to brainstorm ways to improve and convert browsers into customers.

Problem:

Beachbody offered more than fifty fitness programs. Beginners were overwhelmed with the number of choices, and the website was not mobile-friendly. The desktop version of Beachbody Store suffered a high abandonment rate. 

Solution:

Updated the entire online store to be mobile-friendly. Added a Fitness Finder feature to suggest appropriate fitness programs based on personal fitness goals entered by the customer. 

Process:

I started by engaging with Beachbody customers, who had already successfully completed their chosen fitness programs, to understand how they started and what challenges they faced during their fitness journey. I initiated focus group discussions and followed with user testing to dig deeper into their path. It turned out that most of them were overwhelmed from the beginning. I brainstormed and challenged my team to develop a few options to help the beginners match to the right program with a few clicks. Within a couple of days, ideas were pouring in. In the subsequent user session, we showed the test participants a couple of concepts with a simple wizard to find the best program for their fitness needs. It was well-received. It encouraged the team to explore ways to improve the consumer shopping experience further. I worked with the product team to develop the algorithm for the matching logic. 

Impact:

Increased engagement and revenue-per-order. Decreased the abandonment rate and return purchases.