Life Time Fitness Website

Website analysis, testing, and revision

Life Time Fitness works to provide an excellent customer experience and top of the line services to their customers. In order to ensure that their website is assisting customers meaningfully and to streamline the signup process, we worked with Life Time Fitness to research and evaluate the online signup experience and to recommend changes to the website based on our usability test results.

The User:

The users in mind for this project were any potential members to signup for a membership with Life Time Fitness. This meant that our research targeted not only those who were unfamiliar with the Life Time website, but also those who had signed up for a membership before and were familiar with the typical workflow.

Challenge

Life Time staff wanted gain understanding around the flow of the online joining experience. In what ways might it be improved for speed, clarity, and usability? They also wanted to understand the consumer mindset throughout the signup process in order to increase confidence and satisfaction.

Solution

After conducting usability tests and synthesizing the data, our team recommended several changes to be made to the website to improve the online joining experience. These recommendations were compiled into a findings and recommendations report and given to the client for their review.

Role and Tasks:

This project was completed with a team of 5 user experience designers. While we each performed our own heuristic evaluation of the website, we collaborated together to define the research goals, create the usability testing script, perform the usability tests, and to synthesize our data. I worked individually to understand the areas needing the most improvement from our findings, to compile a findings and recommendations report, and to design a brief prototype.

Next Steps:

This project concluded with the submission of my report to Life Time Fitness. Further work could be done, however, to address more of the areas of concern in the findings and recommendations report through wireframes and prototypes for additional testing.

Project Takeaways:

The area which was most challenging on this project was synthesizing the large quantity of data the team yielded from our remote and in-lab usability tests. I look forward to future projects that require this volume of synthesis so I can become more efficient at entering large amounts of data into Trello and sorting it into applicable categories.

Heuristic Evaluation

In order to understand target areas where the Life Time Fitness website needed improvement I evaluated it against a predefined set of heuristics selected from this helpful heuristics overview.* Based on my heuristic evaluation, I put together a usability review to highlight the pain points I found while going through the process of signing up for a membership. As a team we combined the client’s goals with our hypothesized goals produced by our evaluation to create a list of user goals to guide the questions and tasks in our testing script.

User-goals:

• Learn more about what kind of information users value when making their decision to buy a membership.

• Gain insights into the navigation and user flow of buying a membership.

• Gain insights into the ease of use of the membership purchasing process.

• Learn more about users’ confidence and understanding of what they are purchasing.

View Report
*The 10 heuristics used on this project can be viewed at the bottom of the Usability Review report linked above. Click “View Report” to view in a separate tab.
*The 10 heuristics used on this project can be viewed at the bottom of the Usability Review report linked above. Click “View Report” to view in a separate tab.

Heuristic Evaluation

In order to understand target areas where the Life Time Fitness website needed improvement I evaluated it against a predefined set of heuristics selected from this helpful heuristics overview.* Based on my heuristic evaluation, I put together a usability review to highlight the pain points I found while going through the process of signing up for a membership. As a team we combined the client’s goals with our hypothesized goals produced by our evaluation to create a list of user goals to guide the questions and tasks in our testing script.

User-goals:

• Learn more about what kind of information users value when making their decision to buy a membership.

• Gain insights into the navigation and user flow of buying a membership.

• Gain insights into the ease of use of the membership purchasing process.

• Learn more about users’ confidence and understanding of what they are purchasing.

Usability Testing

The team collaborated together to write a user testing script in order to articulate the open ended and non-leading questions we wanted the participants to answer. Our script included setup instructions, the moderator script, and inline note blocks with accelerators for faster and more consistent notes. We wrote out two scenarios with various tasks for the participants to complete in order to understand how they would use the site and where they might run into challenges.

Collectively, the team conducted 18 tests, 5 in-lab tests and 13 remote tests. In-lab tests lasted 20 minutes and were observed by the entire team. Remote tests lasted from 20 to 60 minutes and were conducted by a single team member.

The tests brought a number of concerns to light that the team did not encounter during the heuristic evaluation. One of the primary pain points for participants was locating the filter button. While present and functional on the webpage, many users overlooked it because of its proximity to other elements of the same color. Another pain point for participants was the verbiage “Build Membership” used widely throughout the site to initiate the signup process. Users didn’t recognize the button as a typical call to action button, like “sign up” or “begin membership”.

Findings & Recommendations Report

After gaining more understanding through usability testing, the team compiled the findings into Trello We added tags and categorized the data to make reporting easier and more accurate.

From the synthesized data, each team member compiled a Findings and Recommendations Report for the client. In this 22 page report, I reviewed the client and user goals, reported our insights from the usability testing, offered recommendations to address the concerns we found, developed a number of wireframes demonstrating the proposed changes, and gave an overview of the team’s methods and participant information.

After compiling the report, I selected one of the main concerns I reported and used my wireframe proposal to develop a brief interactive demonstration of the change in Axure.

All these deliverables were given to the client for their reference and consideration.

View ReportView Prototype

Methods

Heuristic Evaluation • Remote Usability Testing • In-Lab Usability Testing • Research Synthesis • Findings & Recommendations Report • Prototype

Tools

Pages • Whiteboard • Sticky Notes • Lookback • Audio/Video Recording • Trello • Keynote • Axure