Problem Statement

Life Time Fitness wanted to expand its business offering into the endurance race market. To complete this growth, the company purchased races, event websites, registration applications, and timing hardware.

The Objective

After acquiring a mix of events and digital assets, we needed to standardize their new products and services with a consistent look and feel, as well as a strategy to attract new customers.

The Approach

1. Explore the problem

My goal was to understand the issue rather than merely assuming it. It involves speaking to and spending time with people who are affected by the issues.

This discovery methods on this project included:

• Stakeholder interviews
• Customer interviews
• Conversations with support
• Review analytics
• Competitive analysis
• Studying analogous products
• Heuristic evaluations
• Content audit

2. Decide what to work on

The insights gathered from the discovery phase can help to define the challenge in a different way.

The Definition methods used on this project included:

• Product workshops
• Design studio workshops

3. Test potential solutions

Give different answers to the clearly defined problem, seeking inspiration from elsewhere and co-designing with a range of different people.

The Development methods and deliverables used on this project included:

• Lean MVPs
• Sitemaps
• Tree tests
• Workflow diagrams
• Lo-fi sketches
• Mid-fi prototypes
• Usability tests
• Solution tests

4. Refine final solution

Testing out different solutions at small-scale, rejecting those that will not work and improving the ones that will.

The Delivery methods and deliverables used on this project include:

• Type scale
• Design patterns
• Mock-ups
• Critiques
• Annotated designs
• Analytics
• A/B tests

The Outcome

We set the foundation for a very successful division of Life Time Fitness for years. The company has expanded their event division and now run some of the United States’ most premier running, cycling, and triathlon competitions.