top of page
Moxie: An aspiring digital Fit-Tech (Fitness Technology) start up based in New York.
Moxie was the brainchild of New York based serial entrepreneur Jason Goldberg to help connect US fitness instructors to their clients.
A fast paced project which quickly evolved into a hybrid model with multiple fitness studios in US. (Bethesda, Arlington and DC) and included the online platform with on-demand videos and live classes.
Had opportunity to closely work with Jason Goldberg on weekly basis, who personally oversaw the progress of the design.
As a part of their Hybrid model, Moxie rolled out fitness Studio in New York. I also had the great opportunity to work and take guidance and interact with David Miskin – the creative brain and hands behind the brand development of Moxie.
P R O B L E M S T A T E M E N T
I N D U S T R Y
Fitness technology
The fitness instructors needed to grow and maximise their client base in order to grow their business and be independent coaches.
Attendees were hesitant to try out new classes and didn't want to commit to pay a certain amount if they didn't like the instructor's classes.
I was the UX lead on this project and actively worked with multicultural colleagues from different geographies. The CEO and Head of Operations from New York, Project Manager from Israel, User Researcher from Berlin, and the developers (engineering team) from Pune, India along with multiple designers from Pune.
C O L L A B O R A T I O N W I T H
U S E R I N T E R V I E W S
INSTRUCTORS
ATTENDEES
S K E T C H E S & W I R E F R A M E S
Introducing Moxie Pass
With Moxie Pass, Attendees can explore and discover the platform and their preferred workouts with just a free trial. This would help instructors to tap into a new pool of clients and expand their business in the largest marketplace for livestream, in-person, and on-demand classes, without spending tons of money on marketing.
Every Moxie Pass membership includes a set of tickets which can be used to take your paid live classes or to unlock the instructor’s Video on-demand videos. The number of tickets required for live classes varies based on the drop-in price of the class.
Anchor 2
Creating the Visual Language
Purple colour was used for sense of royalty, luxury, and provide a feeling of exclusiveness for being a part of the member
The colour had to be in sync with the Moxie brand but at the same time still stand out
Collaborated with the talented Veerle Pieters from Belgium for these beautiful illustrations that were used through out the product.
A DISTINCT UI FOR MOXIE PASS WHILE STILL ADHERING TO THE BRAND GUIDELINES OF MOXIE PASS
Analytics & Numbers
O C T O B E R ' 2 1 (post release of Moxie Pass)
Moxie Pass was launched on 14th September 2021 on Moxie. The below readings are from October 2021 recorded on Metabase.
O U T C O M E
Launch of Moxie pass led to 274 signups (+7.8%)
125 users converted from free trial to paid
Moxie Pass contributed in large amount to the sales of Moxie in the month October/November 2021 (66% growth from October 2020)
F U T U R E I T E R A T I O N S
-
Based on user feedback, iterations were made on the cart page to improve the user's experience.
-
Adding Upgrade and Downgrade flows and enabling smoother cancellation of plan
-
Enabling a calculator that calculates the dollar amount to moxie pass tickets, which would limit the confusion of the instructor's while creating a class.
U S E R R E S E A R C H P O S T R E L E A S E
Research goals:
1. To understand people's behaviour while using classes via Moxie Pass
2. Who are they? What are their goals?
3. Identifying strategy to implement research insight
C H A L L E N G E S
Keeping different users (instructor, attendees and business stakeholders) requirements in mind and coming up with the best solution and user flows
Creating Moxie Pass as a whole new (sub)product but still keeping it in line with the current product and their features.
Not letting it be a stand-alone product but also making it stand-out to the users so they purchase it
As this project nearly touched some aspects of the whole product, we had to think of all the different possible use cases and scenarios (where this project would fit and interact with the other features within the product)
Working and coordinating with a huge team of backend and front end developers, project manager and designers - replicating similar experience in the app and website in order to keep it consistent
L E A R N I N G S
Design is an iterative process and designing better to reduce the back and forth in a project by listening to what the users and stakeholders want (understanding to problem statement)
Putting on different thinking hats and provide the best possible solution with design aesthetics
Understanding different users needs and sometimes its okay if they might not use the product as their needs and goals were defferent
Thinking of different scenarios and listing them down before going ahead with any designs despite of time constraints
Interacting with different team members/stakeholders and keeping everyone looped, on the same page to reduce the possibility of any errors
bottom of page