Customer Empathy (In home & Remote)
Customer Segmentation Strategy
Value Proposition Development
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We partnered with the Les Mills Media team, leading a series of sprints to define the future state of Les Mills On Demand and align leadership, marketing and technical teams around the needs of customers. Through this process we defined the segmentation strategy, developed the product roadmap and shaped the UX design for the new app. This culminated in the launch of Les Mills Fitness+ which launched in December 2019. Since launch, the subscriber base has grown by over 300,000 users and achieved a trial to membership conversion of 69%.
Increase in subscriber base
of users are highly satisfied with the user experience
conversion rate from trial to membership