The challenge

Yoga studios find it difficult to sign up new customers for yoga classes. A lot of people call up the studios for training details and many of them even visit their website, but only a fraction of them actually sign up for a training class. Yoga studios just couldn't provide a great onboarding experience and also found it very hard to manage leads.

The outcome

Yoga studios using Good Karma see a peak in the number of sign ups for their trial classes and long-term enrollments. They are able to provide a great onboarding experience and find it much easier to manage leads. With extra time on the hands, they can focus on what matters most.

Regeesh Vattakandy

Aayana Yoga Studio

Giving right information at right time, trial class booking and in turn increasing the conversion rate is what I gained through Good Karma.

Client

Aayana Yoga Studio

Location

Bengaluru, India

Project Duration

11 months

Before even we started designing we went a step back and started thinking about what we want our customers to feel & what positive change we would like to bring in them. Our primary goal was to help yoga studios provide a better onboarding experience for their customers and make business for them. We wanted to increase their conversion rate and have more number of people signing up for training classes. We also wanted to make it easier for the studios to manage their leads.

For every product we design we first start with user research. Without actually understanding the needs of the users it is impossible to build a usable product. For this we had setup 20 problem solution interviews with different yoga studios & started finding out the problems they face everyday. We also interviewed a couple of yoga practitioners and questioned them about how they went about finding a right yoga class or signing up at a yoga studio and what kind of experience they had as a new comer. Great onboarding experience can mean a lot of things - better enquiry system, less confused setup for booking classes, easier online payments.

From our research we understood that most studios couldn't provide a great experience because they failed to answer even some of the basic questions that their customers had. What is the pricing ? Is the classes available on the weekends ? What are the different kinds of training available ?. And most studios also lacked a smooth online booking system.


The research from yoga practitioners revealed that a lot of them despite trying to contact multiple studios couldn't actually book their first class because of unclear pricing information, mismatching schedules and confusing online booking systems.Yoga studios just couldn't get it right. They were finding it difficult to convert casual browsers into potential customers.

Instead of spending time on improving their yoga training, studios started appointing more number of managers to manage incoming leads, started inviting marketing agencies to brand themselves better in the market and were working on advertisement campaigns to attract potential customers.

We wanted to understand where the yoga studio’s customers failed and examine the different ways in which they found the studios and how they went about the booking process. We wanted to intervene in these important channels & make it easy for them to make their first booking.

Once we had a fair amount of understanding on how people signed up for a yoga class we followed a person-driven design process. This helped us in designing a more consistent interface and allowed us to focus on specific features for specific kind of people instead of all features for everyone. With this kind of an approach we were able to build a more user centered artifact.

We identified from our research that most of the potential customers who try booking for a class first start by visiting the yoga studio's website or calling their phone number which starts from a google search. But what happens after that was very different from one case to another & was completely unstructured.

With this understanding now we started focusing on the information architecture, interface design & started wireframing designs in low fidelity to get quick feedback on our designs without wasting much time. Once we finalized the wireframes and storyboards we started to prototype them, conduct expert reviews and perform usability testing to iterate and refine the user journey. We had more clear call of actions and made it natural for the new comers to end on the booking screen when they finished browsing.

For capturing leads coming through phone calls we started with integrating an IVR. An IVR is a like a customer service number which you can call anytime to get basic help. And for guiding the people who visit the yoga studio's website we provided a banner for the yoga studios which sits on top of their website to make it easy for their customers to make a booking.

When we did some usability testing on IVR and we find out that more people we interested in making a booking by themselves rather than talking with a manager or someone from the yoga studio. They needed some way to get the basic details & make a booking online without much human intervention.

This gave us a clear path to start working on a self service system within the IVR. This allowed users to get information about the studio from a custom build website that we generated for each studio & also to make online booking at their comfortable timings.

The things that everyone on our team cared about the most was never to make the end user feel frustrated & also make is easy & natural for them to make a booking. Around 5 people were involved in this project which includes 1 designer, 2 developers, 1 senior architect & 1 product manager with a combined expertise of 13 years.

We follow a lean approach for product development. We believed in iterating and improving features overtime. On the technical side we wanted it to be very simple & make it easy to experiment & iterate. We embrace TDD & continuous delivery in our development process. We used rspec as the TDD framework & also Codeclimate to get feedback about test coverage & code quality. We chose rails as the backend API server & react for views & redux for state management on the frontend. We used firebase for the auth management and PostGRES as the primary persistence layer. Our online payments are powered by Razorpay & we use Heroku for server space & Wercker for deployment.

One of the other major challenges was solving problems that managers at these studios were facing. They were finding it difficult to manage leads & keep track of potentials customers who called them. To simplify their day to day work we created an interface for them to track and manage all their customers. But we wanted to do something more than that. We wanted to create specific habits in these managers to make their life easy. We wanted to ensure that the managers use this application effectively and regularly. We applied a lot of our learning from behavioral psychology to include incentives & variable rewards for making the application more engaging & natural to use. Now it has become a natural instinct for managers to open the application & use them on a regular basis without consciously putting thought into it.

With Good Karma yoga studios started saving a lot of time & started focussing more on their training & yoga practice rather than marketing & on boarding customers.

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