top of page
RECENT PROJECTS

+63%

INCREASE IN E-COM CONVERSION

40K+

MONTHLY ACTIVE USERS

75%

MEMBER DOWNLOAD RATE

NY Sports Clubs

NYSC was the iconic New York gym of the 90s: cool enough to be in Sex and the City and ubiquitous enough to have over 100 locations. However, by the time of this project they had lost their appeal, becoming the undesirable NYC gym option. I helped win the creative pitch and led the design team to execute a full product design digital ecosystem and updated visual system. My Role: Creative lead. Made at Kettle, with Sam Hardenburgh and the Kettle Team.​ 

Discovery Phase

First we spent time in gyms, observing and chatting with members. Formal interviews confirmed our speculation: the member experience felt out-of-date and run-down, leading people to avoid working out rather than getting the most out of their membership. Many members also commented that they wanted to add variety to their fitness routines but were stuck in a rut (despite the numerous classes and training options available across NYSC locations).

Execution

We applied a clean, modern design language to the user interface design, balancing a bold, athletic feel with moments of playfulness and levity. To refresh the brand, we sharpened the brand colors, type system, and photography and redrew the logo for digital. We also redesigned key moments in the physical club experience to dramatically shift the member experience.

Results

Designing a customized member experience 

We aspired to craft a customized, flexible experience with tools that helped people get the most out of membership. Working iteratively with prototypes, we validated features including fitness goal-setting with progress tracking,  personalized recommendations, and a simplified tool to find and reserve classes by schedule and location.

bottom of page