Vy's Portfolio

Problem Description

Bruce is a fitness subscription service. As Bruce grows its user base, user retention is a very important task to ensure that its growth is sustainable. I helped Bruce discover opportunities and initiatives to rentain its users using Design Thinking discovery workshop, CX Strategy and UX design.

This work was done during my time at SCHMACK, an CX & CRM consulting agency.

About Bruce

Bruce offers all-in-one subscription for access to multiple workout studios and classes in Sweden, Norway and Denmark.

Research

We conduct UX Research & Design Discovery in order to identify opportunities to improve retention:

Quantitative User Survey

Bruce sent out user survey to receive feedbacks on how the product can be improved.

Stakeholders Interviews

I conducted interviews with Bruce's major stakeholders (CEO, CPO, CSO, CMO) to align UX improvements with business objectives.

Affinity Mapping

I hosted a co-ideating workshop to explore problem space with CRM Lead, Product Manager and CPO.

Opportunities

We identified three core components that are integral to retaining users who intend to cancel their memberships:

Provide users with incentives to stay

Understand users' reason(s) for leaving

Interact with users outside of the product

(email, support, offboarding)

Personalised Alternatives

Bruce offers many different types of tiering and an option to pause membership that many users are not aware of. In the first touch point in the offboarding flow, it is important to inform users optimal alternatives that allow users to keep up their working out routine with Bruce based on their subscription and account status.

Understanding the Reasons

If the Personalised Alternatives are offered to users based on what Bruce thinks is the best for users, we also listen to users on why they think it is the best for them to cancel their subscription in order to improve the product and tailor our offer to match with their answers.

UX beyond Product

The offboarding experience was also co-created with other channel owners (CRM & Support) to ensure leaving users had the best experience with Bruce, and the insights gained were used to improve the overall experience, whether the users decided to stay or not at the end of this offboarding experience.

Afterthoughts

This project is where I was able to apply my Design Thinking expertise into the context of designing product & experience for users who are leaving the product. The project was a success with key achievements achieved:

Creates an offboarding experience that contributes to convincing users to return/stay

Designed an offboarding experience that allows Bruce to learn more about its leaving users

Special thanks to Alexander Hoinard (CRM Lead), Klara Sundberg (Project Manager) and the Bruce product team for your work in this project.