Build Korea’s #1
fitness free-to-premium funnel
Build Korea’s #1
fitness free-to-premium funnel
OVERVIEW
OVERVIEW
New funnel improved premium conversion rates by 28% and decreased membership cancellations by 25%
New funnel improved premium conversion rates by 28% and decreased membership cancellations by 25%
A low conversion rate from free trials to paid memberships strained finances, limiting investments in new workout equipment and programs. To address this, a new funnel was created to provide immediate benefits during the free trial, encouraging premium upgrades. This made it possible for users to receive next-day delivery of fitness equipment gifts and personalized workout consultations from experts.
A low conversion rate from free trials to paid memberships strained finances, limiting investments in new workout equipment and programs. To address this, a new funnel was created to provide immediate benefits during the free trial, encouraging premium upgrades. This made it possible for users to receive next-day delivery of fitness equipment gifts and personalized workout consultations from experts.
Jun 2022 - Aug 2022
Sole Product Designer
Jun 2022 - Aug 2022
Sole Product Designer
Design sprint facilitation // Hi-fidelity prototyping // Usability test // Competitor analysis // A/B testing // Leadership & cross-functional alignment
Design sprint facilitation // Hi-fidelity prototyping // Usability test // Competitor analysis // A/B testing // Leadership & cross-functional alignment
Collaborated with
3 Engineering Teams & C-level Executives
Collaborated with
3 Engineering Teams & C-level Executives
Initiated and led project as the sole product designer, collaborating with CFO and data analysts to simulate business impact scenarios, and derived differentiation points from competitors through workshops
Initiated and led project as the sole product designer, collaborating with CFO and data analysts to simulate business impact scenarios, and derived differentiation points from competitors through workshops
IMPACT
New funnel led to higher conversion rates to premium memberships alongside lower subscription cancellations
IMPACT
New funnel led to higher conversion rates to paid memberships alongside lower subscription cancellations
Free to Paid Conversion
Free to Paid Conversion
Free to Paid
Conversion
28% ↑
28% ↑
28% ↑
Subscription Cancellation Rate
Subscription Cancellation Rate
Subscription
Cancellation Rate
25% ↓
25% ↓
25% ↓
Customer Acquisition Cost
4.2% ↓
Customer
Acquisition Cost
4.2% ↓
Customer Acquisition Cost
4.2% ↓
BACKGROUND
BACKGROUND
QUAT is a premium home fitness platform for women in their 30s and 40s, focused on cultivating fitness routines
QUAT is a premium home fitness platform for women in their 30s and 40s, focused on cultivating fitness routines
QUAT is a premium home fitness subscription platform with 1.4K+ exclusive fitness programs and in-house equipment. Targeting financially stable women aged 30-40, it serves 300K+ members with 15M+ content views. Shortly after launch, it earned 3 consecutive 'Editor's Choice, App of the Day' features on the Apple App Store.
QUAT is a premium home fitness subscription platform with 1.4K+ exclusive fitness programs and in-house equipment. Targeting financially stable women aged 30-40, it serves 300K+ members with 15M+ content views. Shortly after launch, it earned 3 consecutive 'Editor's Choice, App of the Day' features on the Apple App Store.
PROBLEM
PROBLEM
A low paid conversion rate from free trials strained finances, limiting new workout equipment and program investments
A low paid conversion rate from free trials strained finances, limiting new workout equipment and program investments
44% conversion rate from free trial users to premium membership led to a burdensome 8% increase in customer acquisition cost. 30% of free trial users tended to block premium conversion on the first day, hindering growth potential.
44% conversion rate from free trial users to premium membership led to a burdensome 8% increase in customer acquisition cost. 30% of free trial users tended to block premium conversion on the first day, hindering growth potential.
As a result, cash flow issues hindered new program and equipment development, reducing premium conversions and creating a downward spiral.
As a result, cash flow issues hindered new program and equipment development, reducing premium conversions and creating a downward spiral.
PROJECT GOAL
Facilitate early conversion of free trial users to premium membership
PROJECT GOAL
Facilitate early conversion of free trial users to premium membership
USER RESEARCH
To balance business and user needs, we developed differentiation strategies through stakeholder and user insights
MARKET POSITIONING
Our exclusive fitness equipment gifts and expertly tailored programs are expected to set us apart in the market
01
Exclusive home Pilates equipment gifts
We develop specialized Pilates equipment for effective at-home workouts, integrating it into new programs. It's offered as an exclusive complimentary gift during the transition from a free trial to a premium membership.
02
Certified experts tailored to women's home fitness programs
The fitness management team includes PhD researchers in nutrition and kinesiology, alongside trainers specializing in yoga, Pilates, and weight training. They tailor curricula for women, focusing on different stages of lifecycle.
USER NEEDS
Users want to keep fitness equipment in sight for motivation ; without it, they're likely to skip workouts entirely
01
Motivational guilt by fitness equipment
70% of premium users tend to purposely keep QUAT's fitness equipment visible, eliminating excuses for not working out, according to interviews.
02
Beginners less inclined to bodyweight workouts
68% of users who upgraded to premium membership waited for equipment delivery rather than doing bodyweight workouts during the free trial. They felt equipment improved workout efficiency because "fitness is gear-dependent."
USER RESEARCH
To balance business and user needs, we developed differentiation strategies through stakeholder and user insights
MARKET POSITIONING
Our exclusive fitness equipment gifts and expertly tailored programs are expected to set us apart in the market
02
Certified experts tailored to women's home fitness programs
The fitness management team includes PhD researchers in nutrition and kinesiology, alongside trainers specializing in yoga, Pilates, and weight training. They tailor curricula for women, focusing on different stages of lifecycle.
01
Exclusive home Pilates equipment gifts
We develop specialized Pilates equipment for effective at-home workouts, integrating it into new programs. It's offered as an exclusive complimentary gift during the transition from a free trial to a premium membership.
USER NEEDS
Users want to keep fitness equipment in sight for motivation ; without it, they're likely to skip workouts entirely
01
Motivational guilt by fitness equipment
70% of premium users tend to purposely keep QUAT's fitness equipment visible, eliminating excuses for not working out, according to interviews.
02
Beginners less inclined to bodyweight workouts
68% of users who upgraded to premium membership waited for equipment delivery rather than doing bodyweight workouts during the free trial. They felt equipment improved workout efficiency because "fitness is gear-dependent."
HOW MIGHT WE
Enable users to receive fitness equipment gift tomorrow and get pro workout tips to match
DESIGN STRATEGY
Build a funnel for immediate benefits during the free trial to boost a premium upgrade
Next-day delivery
of fitness equipment gift
Next-day delivery
of fitness equipment
gift
버튼 + 운동 기구 이미지
-> receipt같은 느낌 (정보)
-> Confrim (확인 애니메이션)
Customized workout
consultation from experts
Customized eorkout
consultation from
experts
버튼 + 운동 기구 이미지
-> receipt같은 느낌 (정보)
-> Confrim (확인 애니메이션)
A/B TEST PHASE 1
Get next-day delivery of fitness equipment gift upon premium membership conversion
Group A allowed users to manage their memberships from the home screen banner during the free trial period. In contrast, group B offered immediate premium upgrade options with next-day equipment delivery for free trial users.
A/B TEST PHASE 2
Get customized fitness workout plans and equipment guidance through real-time coach consultations
Group B allowed users to book one free coach consultation per day upon entering the app after starting their free trial. Personalized workout plans were designed based on users' information such as age, time availability, and lifestyle.
Final Output
I offered trial users the option to instantly access workout materials by upgrading to a membership, providing them with a convenient alternative to waiting for delivery. This improved user experience drove higher conversion rates from trial to paid memberships.
I enabled trial users to receive personalized workout plans and equipment guidance from fitness experts, which helped them experience the tangible value of our service. This enhanced coaching experience led more users to upgrade their memberships.
Concluding Thoughts
Under financial pressure to deliver quick wins, I initially focused on optimizing our online funnel. However, user research revealed that users placed significant value on our workout equipment offering - an insight that broadened my perspective beyond digital touchpoints. Rather than pursuing a discount-based strategy, I discovered our unique value proposition lay in enhancing the physical product experience.
This discovery led me to work closely with the Chief Product Officer to strengthen this core differentiator through targeted research and stakeholder workshops. The strategic pivot not only helped us balance immediate business needs with long-term user value but also deepened my understanding of how integrated online and offline experiences could drive meaningful business impact.
Thanks for Watching!
How Might We
Enable users to receive fitness equipment gift tomorrow and get pro workout tips to match
Concluding Thoughts
Under financial pressure to deliver quick wins, I initially focused on optimizing our online funnel. However, user research revealed that users placed significant value on our workout equipment offering - an insight that broadened my perspective beyond digital touchpoints. Rather than pursuing a discount-based strategy, I discovered our unique value proposition lay in enhancing the physical product experience.
This discovery led me to work closely with the Chief Product Officer to strengthen this core differentiator through targeted research and stakeholder workshops. The strategic pivot not only helped us balance immediate business needs with long-term user value but also deepened my understanding of how integrated online and offline experiences could drive meaningful business impact.
Thanks for Watching!
DESIGN STRATEGY
Build a funnel for immediate benefits during the free trial to boost a premium upgrade
Next-day Delivery
of Fitness Equipment
Gift
버튼 + 운동 기구 이미지
-> receipt같은 느낌 (정보)
-> Confrim (확인 애니메이션)
Customized Workout
Consultation from
Experts
버튼 + 운동 기구 이미지
-> receipt같은 느낌 (정보)
-> Confrim (확인 애니메이션)
A/B TEST PHASE 1
Get next-day delivery of fitness equipment gift upon premium membership conversion
Group A allowed users to manage their memberships from the home screen banner during the free trial period. In contrast, group B offered immediate premium upgrade options with next-day equipment delivery for free trial users.
A/B TEST PHASE 2
Get customized fitness workout plans and equipment guidance through real-time coach consultations
Group B enabled users to book a coach consultation right after starting their free trial. Personalized workout plans were designed based on users' age, schedule, and lifestyle. Sessions focused on equipment-centric workouts and offered efficiency hacks.
Final Output
I offered trial users the option to instantly access workout materials by upgrading to a membership, providing them with a convenient alternative to waiting for delivery. This improved user experience drove higher conversion rates from trial to paid memberships.
I offered trial users the option to instantly access workout materials by upgrading to a membership, providing them with a convenient alternative to waiting for delivery. This improved user experience drove higher conversion rates from trial to paid memberships.
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