BACKGROUND
The Kids Division recently went through a rebranding to attract new business to the Kids Academy. During this project, we updated training materials for in-club services, branding, pricing structure, created new registration packets, and added universal Life Time party themes. The team hoped for a 20% lift in revenue, unfortunately they were unable to see this effort change revenue.
MY ROLE
During this project, I lead a team of 2 digital designers and a copywriter. To increase confidence and understanding with stakeholders who were not digitally savvy, I partnered with the Art Director to increase communication and understanding of our iterative design approach. During this partnership, I was able to increase confidence in the final product, making our stakeholders continue to ask for ongoing assistance to grow their business.
RESEARCH PERFORMED
Competitive analysis: Digital and print
Interviews: Team Member and Member
Survey: Members Post Transaction
Survey: Members
Phone Tree Experience
Phone Tree Experience (example 2 of 8 created)
{"items":["1652a2_3654512a3b5545a385835f237660acc7~mv2.jpg","1652a2_91afd8712b6347eb90104c759882ee17~mv2.jpg"],"styles":{"galleryType":"Columns","groupSize":1,"showArrows":false,"cubeImages":false,"cubeType":"fill","cubeRatio":1,"isVertical":true,"gallerySize":300,"collageDensity":0.8,"groupTypes":"1","oneRow":false,"imageMargin":10,"galleryMargin":0,"floatingImages":0,"chooseBestGroup":true,"smartCrop":false,"hasThumbnails":false,"enableScroll":true,"isGrid":false,"isSlider":false,"isColumns":false,"isSlideshow":false,"cropOnlyFill":false,"fixedColumns":1,"enableInfiniteScroll":1,"isRTL":false,"minItemSize":120,"rotatingGroupTypes":"","rotatingCubeRatio":"","gallerySliderImageRatio":1.7777777777777777,"numberOfImagesPerRow":3,"numberOfImagesPerCol":1,"groupsPerStrip":0,"borderRadius":0,"boxShadow":0,"gridStyle":1,"mobilePanorama":false,"placeGroupsLtr":false,"viewMode":"preview","thumbnailSpacings":0,"galleryThumbnailsAlignment":"bottom","isMasonry":false,"isAutoSlideshow":false,"slideshowLoop":false,"autoSlideshowInterval":4,"useCustomButton":false,"bottomInfoHeight":0,"titlePlacement":"SHOW_ON_HOVER","galleryHorizontalAlign":"center","galleryTextAlign":"center","galleryVerticalAlign":"center","scrollSnap":false,"itemClick":"link","fullscreen":false,"allowSocial":false,"allowDownload":false,"allowTitle":true,"allowDescription":false,"loveButton":false,"loveCounter":false,"videoPlay":"onClick","scrollAnimation":"NO_EFFECT","scrollDirection":0,"overlayAnimation":"NO_EFFECT","arrowsPosition":0,"arrowsSize":23,"watermarkOpacity":40,"watermarkSize":40,"useWatermark":true,"watermarkDock":{"top":"auto","left":"auto","right":0,"bottom":0,"transform":"translate3d(0,0,0)"},"loadMoreAmount":"all","defaultShowInfoExpand":1,"allowTitleExpand":true,"allowDescriptionExpand":true,"allowLinkExpand":true,"expandInfoPosition":0,"allowFullscreenExpand":true,"fullscreenLoop":false,"galleryAlignExpand":"left","addToCartBorderWidth":1,"addToCartButtonText":"","slideshowInfoSize":200,"playButtonForAutoSlideShow":false,"allowSlideshowCounter":false,"hoveringBehaviour":"APPEARS","thumbnailSize":120,"magicLayoutSeed":1,"imageHoverAnimation":"NO_EFFECT","calculateTextBoxHeightMode":"AUTOMATIC","calculateTextBoxWidthMode":"PERCENT","textBoxHeight":0,"textBoxWidth":200,"textBoxWidthPercent":50,"textImageSpace":10,"textBoxBorderRadius":0,"textBoxBorderWidth":0,"textsVerticalPadding":0,"textsHorizontalPadding":0,"titleDescriptionSpace":6,"customButtonText":"","customButtonBorderWidth":1,"customButtonBorderRadius":0,"loadMoreButtonText":"","loadMoreButtonBorderWidth":1,"loadMoreButtonBorderRadius":0,"imageInfoType":"NO_BACKGROUND","itemBorderWidth":0,"itemBorderRadius":0,"itemEnableShadow":false,"itemShadowBlur":20,"itemShadowDirection":135,"itemShadowSize":10,"imageLoadingMode":"BLUR","expandAnimation":"NO_EFFECT","imageQuality":90,"usmToggle":false,"usm_a":0,"usm_r":0,"usm_t":0,"videoSound":false,"videoSpeed":"1","videoLoop":true,"galleryLayout":6,"gallerySizeType":"px","gallerySizePx":300,"allowHover":true,"mobileSwipeAnimation":"NO_EFFECT","gotStyleParams":true,"showVideoPlayButton":true,"selectedLayout":"6|bottom|1|fill|true|0|1","layoutsVersion":2,"selectedLayoutV2":6,"isSlideshowFont":false,"externalInfoHeight":0,"externalInfoWidth":0},"container":{"galleryWidth":2580,"galleryHeight":1440,"scrollBase":0,"height":null,"width":null}}
Working Session Deliverables
{"items":["1652a2_4869bd1a8a504d0e8c26582933ede95d~mv2.png","1652a2_51cf8740b0d346688f766f795cd47f35~mv2_d_3300_2037_s_2.jpg","1652a2_c45e27084f544e37aadffa1973a2e4ed~mv2_d_4032_2268_s_2.jpg"],"styles":{"galleryType":"Columns","groupSize":1,"showArrows":false,"cubeImages":false,"cubeType":"fill","cubeRatio":1,"isVertical":true,"gallerySize":300,"collageDensity":0.8,"groupTypes":"1","oneRow":false,"imageMargin":10,"galleryMargin":0,"floatingImages":0,"chooseBestGroup":true,"smartCrop":false,"hasThumbnails":false,"enableScroll":true,"isGrid":false,"isSlider":false,"isColumns":false,"isSlideshow":false,"cropOnlyFill":false,"fixedColumns":1,"enableInfiniteScroll":1,"isRTL":false,"minItemSize":50,"rotatingGroupTypes":"","rotatingCubeRatio":"","gallerySliderImageRatio":1.7777777777777777,"numberOfImagesPerRow":2,"numberOfImagesPerCol":1,"groupsPerStrip":0,"borderRadius":0,"boxShadow":0,"gridStyle":1,"mobilePanorama":false,"placeGroupsLtr":false,"viewMode":"preview","thumbnailSpacings":0,"galleryThumbnailsAlignment":"bottom","isMasonry":false,"isAutoSlideshow":false,"slideshowLoop":false,"autoSlideshowInterval":4,"useCustomButton":false,"bottomInfoHeight":0,"titlePlacement":"SHOW_ON_HOVER","galleryHorizontalAlign":"center","galleryTextAlign":"center","galleryVerticalAlign":"center","scrollSnap":false,"itemClick":"link","fullscreen":false,"allowSocial":false,"allowDownload":false,"allowTitle":true,"allowDescription":false,"loveButton":false,"loveCounter":false,"videoPlay":"onClick","scrollAnimation":"NO_EFFECT","scrollDirection":0,"overlayAnimation":"NO_EFFECT","arrowsPosition":0,"arrowsSize":23,"watermarkOpacity":40,"watermarkSize":40,"useWatermark":true,"watermarkDock":{"top":"auto","left":"auto","right":0,"bottom":0,"transform":"translate3d(0,0,0)"},"loadMoreAmount":"all","defaultShowInfoExpand":1,"allowTitleExpand":true,"allowDescriptionExpand":true,"allowLinkExpand":true,"expandInfoPosition":0,"allowFullscreenExpand":true,"fullscreenLoop":false,"galleryAlignExpand":"left","addToCartBorderWidth":1,"addToCartButtonText":"","slideshowInfoSize":200,"playButtonForAutoSlideShow":false,"allowSlideshowCounter":false,"hoveringBehaviour":"APPEARS","thumbnailSize":120,"magicLayoutSeed":1,"imageHoverAnimation":"NO_EFFECT","calculateTextBoxHeightMode":"AUTOMATIC","calculateTextBoxWidthMode":"PERCENT","textBoxHeight":0,"textBoxWidth":200,"textBoxWidthPercent":50,"textImageSpace":10,"textBoxBorderRadius":0,"textBoxBorderWidth":0,"textsVerticalPadding":0,"textsHorizontalPadding":0,"titleDescriptionSpace":6,"customButtonText":"","customButtonBorderWidth":1,"customButtonBorderRadius":0,"loadMoreButtonText":"","loadMoreButtonBorderWidth":1,"loadMoreButtonBorderRadius":0,"imageInfoType":"NO_BACKGROUND","itemBorderWidth":0,"itemBorderRadius":0,"itemEnableShadow":false,"itemShadowBlur":20,"itemShadowDirection":135,"itemShadowSize":10,"imageLoadingMode":"BLUR","expandAnimation":"NO_EFFECT","imageQuality":90,"usmToggle":false,"usm_a":0,"usm_r":0,"usm_t":0,"videoSound":false,"videoSpeed":"1","videoLoop":true,"galleryLayout":6,"gallerySizeType":"px","gallerySizePx":300,"allowHover":true,"mobileSwipeAnimation":"NO_EFFECT","gotStyleParams":true,"showVideoPlayButton":true,"imageResize":false,"galleryImageRatio":2,"selectedLayout":"6|bottom|1|fill|true|0|1","layoutsVersion":2,"selectedLayoutV2":6,"isSlideshowFont":false,"externalInfoHeight":0,"externalInfoWidth":0},"container":{"galleryWidth":2580,"galleryHeight":1440,"scrollBase":0,"height":null,"width":null}}
Home Design (Before - left vs After - right)
{"items":["1652a2_74de7ad4b52f476590cc52dd8d075266~mv2.jpg","1652a2_d903ffa44c3148b7827edb22f014de2e~mv2_d_2880_6898_s_4_2.png"],"styles":{"galleryType":"Columns","groupSize":1,"showArrows":false,"cubeImages":true,"cubeType":"fit","cubeRatio":0.5625,"isVertical":true,"gallerySize":300,"collageAmount":0,"collageDensity":0,"groupTypes":"1","oneRow":false,"imageMargin":8.5,"galleryMargin":0,"floatingImages":0,"chooseBestGroup":true,"smartCrop":false,"hasThumbnails":false,"enableScroll":true,"isGrid":true,"isSlider":false,"isColumns":false,"isSlideshow":false,"cropOnlyFill":false,"fixedColumns":2,"enableInfiniteScroll":1,"isRTL":false,"minItemSize":50,"rotatingGroupTypes":"","rotatingCubeRatio":"","gallerySliderImageRatio":1.7777777777777777,"numberOfImagesPerRow":2,"numberOfImagesPerCol":1,"groupsPerStrip":0,"borderRadius":0,"boxShadow":0,"gridStyle":1,"mobilePanorama":false,"placeGroupsLtr":false,"viewMode":"preview","thumbnailSpacings":0,"galleryThumbnailsAlignment":"bottom","isMasonry":false,"isAutoSlideshow":false,"slideshowLoop":false,"autoSlideshowInterval":4,"useCustomButton":false,"bottomInfoHeight":0,"titlePlacement":"SHOW_ON_HOVER","galleryHorizontalAlign":"center","galleryTextAlign":"center","galleryVerticalAlign":"center","scrollSnap":false,"itemClick":"link","fullscreen":false,"allowSocial":false,"allowDownload":false,"allowTitle":true,"allowDescription":false,"loveButton":false,"loveCounter":false,"videoPlay":"onClick","scrollAnimation":"NO_EFFECT","scrollDirection":0,"overlayAnimation":"NO_EFFECT","arrowsPosition":0,"arrowsSize":23,"watermarkOpacity":40,"watermarkSize":40,"useWatermark":true,"watermarkDock":{"top":"auto","left":"auto","right":0,"bottom":0,"transform":"translate3d(0,0,0)"},"loadMoreAmount":"all","defaultShowInfoExpand":1,"allowTitleExpand":true,"allowDescriptionExpand":true,"allowLinkExpand":true,"expandInfoPosition":0,"allowFullscreenExpand":true,"fullscreenLoop":false,"galleryAlignExpand":"left","addToCartBorderWidth":1,"addToCartButtonText":"","slideshowInfoSize":200,"playButtonForAutoSlideShow":false,"allowSlideshowCounter":false,"hoveringBehaviour":"APPEARS","thumbnailSize":120,"magicLayoutSeed":1,"imageHoverAnimation":"NO_EFFECT","calculateTextBoxHeightMode":"AUTOMATIC","calculateTextBoxWidthMode":"PERCENT","textBoxHeight":0,"textBoxWidth":200,"textBoxWidthPercent":50,"textImageSpace":10,"textBoxBorderRadius":0,"textBoxBorderWidth":0,"textsVerticalPadding":0,"textsHorizontalPadding":0,"titleDescriptionSpace":6,"customButtonText":"","customButtonBorderWidth":1,"customButtonBorderRadius":0,"loadMoreButtonText":"","loadMoreButtonBorderWidth":1,"loadMoreButtonBorderRadius":0,"imageInfoType":"NO_BACKGROUND","itemBorderWidth":0,"itemBorderRadius":0,"itemEnableShadow":false,"itemShadowBlur":20,"itemShadowDirection":135,"itemShadowSize":10,"imageLoadingMode":"BLUR","expandAnimation":"NO_EFFECT","imageQuality":90,"usmToggle":false,"usm_a":0,"usm_r":0,"usm_t":0,"videoSound":false,"videoSpeed":"1","videoLoop":true,"galleryLayout":2,"gallerySizeType":"px","gallerySizePx":300,"allowHover":true,"mobileSwipeAnimation":"NO_EFFECT","gotStyleParams":true,"showVideoPlayButton":true,"modifiedGallerySize":true,"selectedLayout":"2|bottom|1|fit|true|0|1","layoutsVersion":2,"selectedLayoutV2":2,"isSlideshowFont":false,"externalInfoHeight":0,"externalInfoWidth":0},"container":{"galleryWidth":2577,"galleryHeight":1440,"scrollBase":0,"height":null,"width":null}}
