TBBCoach411.com/Coach Monthly Redesign:
January 2017

RESULTS

  • The redesign informed by the UX research of both the email and website increased unique pageviews by 175% from the previous month
  • The email newsletter open rate improved from 27% to 34%
  • Successfully introduced the 4 step ‘Vital Process’ (Get Customers Started, Get Your Challengers Results, Build Your Team, Develop and Mentor Coaches) guide for Coaches to follow and help increase their business, and getting very positive feedback. This advanced training has been proven to help many coaches not only advance in rank, but to grow their teams and income.

SUMMARY

The Coach Monthly email is the Team Beachbody Coach Network newsletter and accompanying website (tbbcoach411.com). The landing page consists of the most important news and tips to follow, using the 4 step ‘Vital Process’ system as a guide. My role was to research, design and test both the email and landing page. I collaborated with project managers and developer to launch this project for the first of the year (2017).

PROBLEM

Bring back higher engagement with our Coach Monthly newsletter and focus on the 4 Vital Behaviors to simplify things for new Coaches in the first 90 days to reduce dropoff and inactive Coaches.

Engagement of our monthly newsletter was slowly decreasing over the last 6 months. After looking at all of our current communications channels, I discovered that we are a bit disjointed in how we communicate to our Coaches. The best approach for our newsletter was to provide clear, actionable tips and examples to help grow their business, and to ensure our engagement stays high. The biggest challenge with this project was to decide what to include and what to leave out.

Problem

SOLUTION

We made the decision to tie our monthly messages to our 4 ‘Vital Behaviors’ for focus instead of a laundry list of items to learn and memorize, with minimal images or other distractions. After a redesign of both the email and website with the emphasis on mobile, unique pageviews jumped 175% from the previous month and the open rate improved (averaging 27%) to 34%.

MY ROLE

Research, design, develop and test (user testing, A/B testing) the landing page and email related to the project. I collaborated with our communications team, product manager and engineering to launch this project.

TOOLS

Sketch, OmniGraffle, Adobe XD, Photoshop.

COMPETITIVE RESEARCH

I conducted research on three of our most relevant competitors to see if we could integrate anything that we’re not already doing. This lead me to conclude that we need to tighten up and reduce some of our messaging so we don’t overwhelm new Coaches just starting the business.

Persona

Based on the competitive research of the project and multiple user interviews from a similar website redesign, the ‘New Coach’ persona was developed. This helped me to decide what to focus on while designing the website and email while keeping the end user always in mind.

User Flow

Next steps included a quick user flow for both mobile and desktop experiences to show a typical user journey once the email landed in their inbox.

User Flow

Wireframes

Faced with a tight deadline, I started out with low fidelity wireframes to come up with some simpler layouts and navigation using OmniGraffle, which worked out well to move through iterations quickly. In the end, I removed all images and used icons instead in both the email and landing page.

USER TESTING

Once we came to an agreement for the basic layout and content, I moved on to high fidelity prototypes for testing among the team.

 

I then discovered that we needed to make the content even simpler and more concise, providing tips and information for the month that would be useful to help both new and existing ‘Coaches’ grow their business (emphasis on new Coaches).

Key Takeaways

After looking at all of our current communications channels, I discovered that we are a bit disjointed in how we communicate to our Coaches. The best approach for our newsletter was to provide clear, actionable tips and examples to help Coaches grow their business, and to ensure our engagement stays high.

I also discovered that the pages with the most engagement on our newsletter site had a very streamlined, simplified layout. With that in mind, I created our landing page to be as simple as possible and removed a few low traffic pages, keeping the emphasis on our landing page, which proved to drive up unique views by 175% compared from Dec. 2016 to Jan. 2017.