Zero Workouts Email Journey
iFIT | 2024 | Art Director + Lead Designer
To improve onboarding for new NordicTrack members, I directed the creation of a personalized email journey that introduced iFIT as the content hub for their equipment. By linking the brands visually and strategically, the emails guided members from setup to their first workout, using engaging content and clear instructions. This initiative bridged gaps in brand integration, reduced reliance on customer service, and enhanced member engagement for better retention.
Creative Director: Anna Fladmark
BRIEF
We need to create a seamless email communication journey to bridge the gap between NordicTrack, the purchase point for equipment, and iFIT, the subscription service that provides its workout content. This initiative aimed to onboard new members effectively, introduce them to the iFIT ecosystem, and encourage their first workout by providing personalized, engaging recommendations.
Project Goal
Inspire new members to complete their first workout using iFIT.
Increase Awareness: Clearly communicate the value and features of the iFIT subscription, ensuring members understand its relevance to their NordicTrack equipment.
Personalize Recommendations: Tailor workout suggestions to individual preferences to make the platform feel approachable and relevant.
Pain Points
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Lack of Awareness: Many new members don’t realize that iFIT is the content provider for their NordicTrack equipment or understand the benefits of the subscription.
Onboarding Gap: There is no structured “new member” onboarding system; members often turn to customer service for basic platform navigation.
Uncertainty of Starting Point: The vast array of content can overwhelm new users, leaving them unsure of how to begin using the platform.
FINAL Outcome
To address the challenges, I directed the team in creating a comprehensive email journey tailored to new NordicTrack members. Key elements of the project included:
Research and Competitive Analysis
Conducted research by signing up for competitors' apps to understand their onboarding processes, email styles, and content strategies.
Used these insights to ensure our approach stood out while addressing gaps in our current communications.
Creative Strategy and Design
Conceptualized and developed a visual narrative that guided users from their NordicTrack equipment to the iFIT app interface. This strategy aimed to create familiarity and show the tight integration between the two brands.
Started with high-level imagery of the equipment and gradually transitioned to granular app screenshots, emphasizing the content and features available through iFIT.
Email Journey Development
Designed a series of emails introducing users to iFIT, explaining its purpose, and guiding them through essential first steps like account creation, downloading the app, and starting their first workout.
Incorporated personalized recommendations and motivational language to make the emails feel relevant and engaging.
Content Creation
Collaborated with the copy team to craft clear, concise messaging that positioned iFIT as the value-driving element of the NordicTrack experience.
Focused on explaining the platform's benefits, such as its wide range of workouts, global training sessions, and seamless equipment integration.
Impact
This initiative successfully bridged the gap between NordicTrack and iFIT by creating a user-friendly onboarding experience. Key outcomes included:
Increased Engagement: A notable rise in first workouts completed by new members.
Reduced Customer Service Load: Clear guidance in the emails led to fewer basic inquiries, allowing the customer service team to focus on higher-level support.
Improved Brand Association: The cohesive visuals and messaging strengthened the perceived connection between NordicTrack and iFIT.
This project not only addressed immediate onboarding challenges but also laid the foundation for long-term member retention through effective communication and thoughtful design.
