From journey to app
More classes, fewer cancellations at Fit Jeff
30 s for the summary11 min for the full case
In 30 seconds
The average subscriber stayed 4 months and they didn't leave because of the training: they left because of everything around it. The classes they wanted were full, booking and cancelling was hard, and holidays or an injury ended in cancellations because there were no other options. The bond with the brand also depended too much on one person, the trainer: positive in many cases, but hollow in others. We cross-referenced data from 1,087 subscribers with 12 interviews in three cities, mapped the full journey and turned it into a value proposition and concrete features to improve the experience and the relationship with the service from the app: waiting list, quick cancellation, reminders, progress history, repeat your week and pause your plan, among others.
- 1,087
- subscribers analysed over a year
- 4 months
- was the average subscriber lifetime
- 12
- in-depth interviews in 3 cities
- 8
- value proposition pillars
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