iFIT onboarding Email + Video
iFIT | 2021 | Art Director
One of our key challenges in onboarding new subscribers is motivating them to set up an account, log into the app, and complete their first workout. To address this, we proposed a comprehensive journey supported by targeted emails, including 'Account Health' updates designed to tackle these initial hurdles effectively.
Creative Director: Anna Fladmark
Art Director: Karli Lundquist
Designers: Giovanni Trotta, Alan Thomas
BRIEF
To address the challenge of onboarding new members effectively, we developed a strategic journey to educate them on iFIT's features, guide them through creating an account, and encourage them to complete their first workout. Research shows that members who create an account and complete their first workout are significantly more likely to remain engaged and retained.
Project Goal
Successfully onboard new members.
Increase retention rates for first-time subscribers.
Drive iFIT account creations.
Motivate new users to complete their first workout.
Educate members on iFIT’s features and the benefits of maintaining a membership.
Pain Points
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Account Confusion: New members are often unaware that they need to create a separate iFIT account distinct from their Proform or NordicTrack accounts.
No Roadmap: There is currently no dedicated “new member” onboarding process or centralized resource, leaving customer service to address common questions.
Overburdened Support: Customer service resources are being diverted to tasks like teaching users how to access the app/dashboard instead of addressing higher-level concerns.
Video Storyboarding
What can we improve?
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Implement a structured onboarding process to help new members navigate their initial steps and reduce reliance on customer service for basic queries.
Develop a comprehensive source of information for new members, including emails and videos, to answer frequently asked questions.
FINAL Outcome
As the Art Director leading this initiative, I spearheaded a multi-phase project aimed at creating a seamless and engaging onboarding experience.
Research and Discovery:
I collaborated with customer service teams to identify recurring questions and pain points faced by new members. This research revealed a need for clear instructions on creating accounts, setting passwords, and starting workouts. While the FAQ blog was undergoing a revamp and unavailable as a primary resource, we identified an opportunity to create targeted email communications and short, user-friendly "how-to" videos.Journey Mapping:
Using FigJam, I directed a thorough mapping of the onboarding journey, analyzing existing touchpoints and identifying gaps. This process included multiple iterations to align the journey with company KPIs, focusing on driving account creation and app engagement.Email Campaign Creation:
I conceptualized and designed a series of “Account Health” emails to track and communicate a subscriber's progress. These emails provided clear, actionable steps for milestones such as creating a password, downloading the app, and completing a first workout.How-To Video Development:
To supplement the emails, I led the creation of storyboarded "how-to" videos that demonstrated key actions within the iFIT app. These videos were integrated into the email campaign to ensure new members could follow a guided, visual experience.
Impact
By linking how-to videos within the onboarding emails, we empowered new subscribers to complete essential steps independently. This initiative set a foundation for streamlined account setup and app engagement, ultimately driving higher retention rates and reducing the burden on customer service teams.