Sean Sullivan

Openfit App & Tutorial

My role: writer + content strategist

BRAND


Openfit is an on-demand fitness platform within BODi’s house of brands, specializing in medium-intensity cardio classes; low-impact workouts like barre, Pilates, and yoga; and mindful meditations, led by experts who care. The brand's audience skews 80% female, ranging from beginner to advanced.


RESEARCH


Traditional fitness messaging often challenges people to lose weight and reshape their bodies. We learned that this approach tends to be off-putting to our core Openfit users, who prefer something more inclusive and fun.


CHALLENGE


How do we keep our customers motivated and engaged without appearing pushy and aggressive?


OPPORTUNITY


Speak the way our users speak: concise and playful. Make the conversations sound more C2C rather than B2C, so people feel like they're working out with friends.


APP STORE

SCREENS

The look and feel of these screens went through many iterations. We finally landed on soft colors that evoke positive feelings, with messaging designed to entice you to download the app rather than aggressively selling to you.


After this went to market, we iterated on and tested an array of App Store screen treatments with a sleeker look and feel—but when it came to the volume of app downloads, we could never beat these originals.

MOBILE

SIGN-UP FLOW

Initially, we thought offering a 14-day free trial membership would be enough to get people to at least create a free account. Nope. So we allocated a large chunk of our testing resources to the sign-up portion of the app experience. The following diagram illustrates the winning sign-up flow.

QUIZ

We tested quite a few onboarding approaches. The winning execution (by quite a bit, actually) was a personable quiz, which we had originally placed after account creation. But by now placing it before account creation, we improved CR by over 20%.

WELCOME DRIP

CAMPAIGN


In an effort to nurture our new subscribers, we developed this drip campaign to provide easy navigation to some of our best offerings.

WORKOUT INCENTIVE

We found that the sweet spot for retention was to get new subscribers to take at least five total classes. Sounds simple, but it’s really tough. Through testing, we learned that our customers love being on a hot streak.

HOW TO STREAM

The Openfit tutorial was originally laced with playful language that mirrored the brand. But that caused this communication to run way too long. So we sacrificed some personality for brevity and clarity, reducing the scope down to just the "how to's."