Mindbody Homepage

Streamlining operations is a top priority for businesses in the health and wellness industry, from yoga studios and spas to gyms and salons. Mindbody is a leading software platform designed to simplify appointment scheduling, client management, and other key tasks.

Role:
Lead Designer

ChallengeAs part of an ongoing effort to improve the user experience and performance of Mindbody’s marketing homepage, I was tasked with optimizing it for personalization. Data from previous tests indicated that users engaging with personalized content on the homepage journey converted at a higher rate.

SolutionTo address the challenge we implemented a dynamic framework for the marketing homepage. This framework allowed the website to tailor its interface, content, messaging, and calls-to-action based on two factors:

User Type:By segmenting the audience into four distinct user groups based on their business industry (fitness, salon, spa, and integrative health), we ensured visitors received information relevant to their specific needs.

Customer Journey Stage:We designated four stages of the customer funnel (awareness, consideration,decision, client) when designing the homepage experience. This allowed us to present targeted content that resonated with users at each stage of their decision-making process.

To expedite user feedback and optimize results, we planned a phased launch, focusing on personalizing the homepage for the early stages (awareness and consideration) of the customer journey. This allowed us to gather valuable user data early and often, informing future iterations and ensuring continuous improvement.

Leveraging User Research and the Buying Cycle:
Our research underscored the critical role of supporting users throughout their decision-making journey. To address this, we implemented an approach that tailors the homepage experience to the four key stages: awareness, consideration, decision, and finally as a client. Each stage presents unique user needs, and in turn required a unique variation of the interface.

Wireframes & Content Strategy
Leveraging those insights I created wireframes for each stage of the customer journey. These wireframes served as a blueprint, for both the visual interface and also the evolution of content and calls to action. So that the messaging resonated with users at each touchpoint.

Keys to the Content Strategy

Customer NeedsBuild awareness around key customer needs and generate demand for solutions.

The PlatformRepresent the “all-in-one” benefits of Mindbody and highlight the new product experience.

Wellness CommunityConnect the user to our brand purpose by showcasing the ways we support the wellness community at large.

Business EducationDrive content hub visibility and engagement by surfacing key content assets.

Stage 1
Awareness
A brand new page visitor sees this version of the homepage. Here the goal is for us to learn what type of businss they run. The user can tell us by either selecting from the menu, or by interacting with content that are related to a specific type. This begins the first step of progressive disclosure.

Stage 4
Client

The final stage of wireframe caters specifically to existing Mindbody clients. This stage diverges slightly, modeled after a news hub that delivers valuable resources and updates tailored to their needs, maximizing their Mindbody experience.

Hi-fi Prototypes

Content variations

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