Scientific approach to fitness
Fittr is celebrated as a no-judgement & inclusive online community for anyone to get started with their fitness goals. They started off with a distinct identity, yet that no longer holds true to what they became today. That’s where Lights Out Studio came in to start with - A New Brand Identity plus Understanding the Users better to plan the new web & app redesign.
Fitness for all
User research revealed that users miss out on what all Fittr has to offer. This affects planning the product roadmap to Acquisition & Conversion strategy. Why’s the user coming - Is it the Community? Coaches? Food recipes?
So we got onto tackling the website acquisition first, making sure there’s pre-sign-up clarity in what users are looking for, and creating a funnel personalized to them to lead to activation & conversion.
Get YOUR coach
Mobile app is the primary presence. But should the user wait to get full value of Fittr only after installing the app?
Since 87% of the traffic is mobile web, we targeted Activating the users right from the website with Get a Coach CTA, finding the coach being the primary revenue model.
Intuitive pricing page design
We got onto the next key area, a conversion focused design - Web + In app Pricing page to subscribe for Coaches.
And for this we iterated not just on the layout but on the psychological play that goes behind their decision making - Price Perception, Price Anchoring, Power of Suggestion and Avoiding Extremes.