Life Time has been selling memberships for over 25 years - a variety of programs have changed, but the sales process is fundamentally the same today as it when the company started. Life Time members have changed, digital technologies have trained savvier consumers with the highest of expectations.
As a side project, I took this project on as a personal development and passion project. I have always known that there is a better way to sell memberships without complex organizational structure. In a true grassroots fashion, I pitched my ideas and process to internal leadership individuals within the Life Time Sales organization, gaining their trust and cooperation.
Track One – Content Improvements
Phase 1 - Content audit, Analytics benchmark, Observations
Phase 2 - Usability study, Hotjar poll
Phase 3 - Analytics follow-up, Content strategy, Implement small improvements
Track Two – Membership Sales (defining future state)
Gap analysis, Design sprint, Pilot timeline and Implementation roadmap
BENCHMARKING WORKING SESSIONS
CURRENT SALES JOURNEY AND PROCESS FLOW
Created high level sales flows with analytics and pain-points from sales observations. As well as, a customer journey map to help facilitate conversations with Executive leaders to ideate and plan roadmap.
Note: This project ended up being too large and was broken into about 6 different workstreams. One project was a partnership with an outside agency (Prospect Website Optimization)