Join
Process

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Then

Now

Improving PureGym’s Join Journey for its 1.7million users

The join process is a critical component of the PureGym business. The aim was to reduce dropout, improve accessibility, and make what was complex, clear. We benchmarked, collaborated, user-tested, and iterated. Improvements resulted in a 5% increase in conversion rate in just 3 months.

Collaboration with:
PureGym Development Team
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Role:
UI Designer
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Contribution:

UI design

Motion

Visual direction

Mobile first

70% of PureGym members join on mobiles. Improvements to a previously confusing user flow, aimed to make the complicated product offering easier and clearer.

Desktop

The desktop journey mimicked the mobile UI and user flow but with one key difference - the basket summary.

UI iterations

These iterations demonstrate part of the lengthy development of the PureGym Join Journey. Each iteration was adapted based on a delicate balance between user feedback and the ever-evolving objectives of the business.