Glo
Using personalization to ease the burden of choice
As a 360° health & wellness platform, Glo expanded from yoga to include pilates and meditation content. This move introduced friction for users, who found it difficult to navigate and parse the new depth of content.
I led a team to audit the user experience and improve content discovery and user engagement.
We referenced user data and behavioral science to inform our user experience strategy and visual design. Motion design was used to reinforce the brand and elevate key transitions.
THE APPROACH
Getting down to business started with downward facing dog
Kicking off the project only felt right by taking a yoga class (or few). Only then could I dive into the user research and interviews while completing a competitive audit within the health and wellness space to understand the current landscape.
The initial approach was to split off users from the “I know what I want” to the “I’m on a journey” so the experienced users can get to the right content straight away.
After quickly prototyping this flow out, we saw that asking 15 questions upfront for new users was overwhelming and many questions felt too personal to ask upfront.
We challenged the clients need for as much upfront user information with a better onboarding experience. As users learn and grow in their practice, so should the experience with them.
Working with a behavioral scientist, we validated our assumptions that less is more upfront and determined which questions were most relevant to ask first. And there were only three.
Science can tell you a lot, but so can users
Users reported that when they did find time to practice “they had 30 minutes to spare and spent all of them searching for the perfect video”.
Our mission was to tailor content to user’s preferences with the least amount of friction, while allowing them to feel some ownership over the personalization process.
Answering questions in feed allowed the user to continue to use the app while providing us data along the way to continue to personalize the experience.
THE OUTPUT
Creating a practice that’s uniquely yours
Across multiple platforms we helped Glo move from a content catalog, to a rich, curated and personalized experience, while solving the Netflix dilemma of spending 30 minutes trying to find the thing you’re looking for.
For the touch and go users, the number one use case was selecting content based on how much time they have. Adding the time filter as a sticky header on the home screen reduced the number of taps from 4 to 1.
Exploring new postures and transitions
I challenged myself to think of different ways to visualize the hours of completion question, playing with various sliders and tappable inputs.
…and landing on the most harmonious
The dynamic onboarding flow adapted to user responses and presented different feedback loops based on their input— streamlining the onboarding process to help eliminate frustration drop off.
Learning and customizing as the user grows
The redesigned For You home screen
presents initial recommendations based on onboarding responses, but also continues to ask more focused questions to build a richer profile.
Later in a user’s journey, we check in to assess their overall wellbeing and build stronger connections and recommendations.
Users are in control of how much they share, thus valuing their recommendations even more.
Cross-device delivery
We designed for multi-modal brand cohesion while tailoring the interactions to best fit the functionality and context of devices ranging from ipad to tvOS.
A well earned savasana
Glo’s rollout of our strategy and design work led to immediate lifts across all critical KPIs, including usage, retention, and revenue.
The result is a database of robust user profiles driving increased discovery and broader content consumption while creating lifetime relationships with customers driven by their behaviors.
Namaste.