Wellhub (formerly Gympass)

About the Company

Gympass is a leading corporate wellness platform that expanded internationally after becoming a unicorn in 2019. This growth phase required a redesign to support the new focus on growth.

Project Overview

The primary challenge was to support rapid growth in Brazil and new markets through a growth-centric model. The corporate website, the main acquisition channel, faced technological issues, lack of standardization, and low conversion rates.

Initiative Goals

The redesign project was a cross-functional and international effort with key objectives:

• Transition to Proprietary Architecture: Moving from a CMS to a proprietary platform.
• Establish Global Standards: Consistent branding and user experience across regions.
• Customization and Localization: Tailoring content based on user profiles and specific country needs.

Business Model

• Model: B2B2C, PLG, SLG, Free Trial, Subscription.
• Platforms: Web, Mobile.
• Market Segments: Corporate Benefits, Health Care.

Design Process

1. Requirements Gathering
   • Defined by product leadership.
   • Included business and technical documentation, project constraints, and MVP planning.
2. Research
   • Collected data from 20,000 ICP profiles.
   • Benchmarked international standards.
   • Reviewed internal design system components.
3. User Personas and Flows
   • Mapped ICP flows.
   • Created proto-personas and user flows for B2B clients, B2B partners, and B2C end-users.

My Responsibilities

• Growth Design Leadership: Acted as the first Growth Designer at Gympass, driving the project beyond traditional product scope and under the Growth umbrella.
• Cross-Functional Collaboration: Worked with a multidisciplinary team from Growth, Product Development, Marketing, SMB, and Branding to ensure alignment and successful execution.
• Personalization and Localization: Developed strategies to tailor content for specific user profiles and local markets, enhancing user engagement and conversion rates.
• User Experience Enhancement: Focused on creating a consistent and engaging user experience across all regions by standardizing design practices and implementing new components.

Key Discoveries

• Personalization: Generic content hindered B2B buyer engagement. Personalized content improved engagement.
• Standardization: Independent website evolution lacked consistent branding and user experience.
• Value Proposition: Difficulty for users to understand the service and value offered.
• Localization: Users struggled to recognize nearby gyms and studios, reducing perceived app value.

Deliverables

• Developed in React, partially using Gympass's Yoga Design System.
• Created new components from scratch.
• Published 50 new pages in 8 months, covering clients, users, partners, careers, and Gympass integration across 10 countries.

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Results and Impact

• 687% Increase in traffic to lead capture pages.
• 13% Increase in visitor engagement time.
• User base grew from 100,000 in 2019 to over 2 million in 2023, driven by the acquisition strategy and website redesign.

Learnings

• Stakeholder Management: Crucial in complex projects with many variables.
• Communication: Transparent and regular communication is essential.
• Estimations and Deadlines: Understanding variables and improving time estimates is fundamental for meeting deadlines.
• International Scale: Requires attention to cultural, legal, and technical differences.

Conclusion

The Gympass website redesign was a strategic initiative that significantly improved user engagement, acquisition, and overall user experience. The project emphasized the importance of personalization, standardization, and localization in driving growth and achieving business goals.

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