Orangetheory Case Study

Project

Date: August 2024
Date: November 2024
Role: Product Designer
Role: Product Designer

Summary

This project aims to improve the Orangetheory Fitness app by enhancing coach transparency and feedback systems. Through user research and testing, it seeks to understand preferences, encourage meaningful reviews, and support informed class selection, ultimately boosting user satisfaction, attendance, and coach effectiveness.

Short Description

I enhanced the Orangetheory app by improving coach transparency and feedback, using research to boost satisfaction, attendance, and coach performance

Hypothesis

If the Orangetheory Fitness app provides transparent coach ratings and incentivizes users to leave meaningful reviews, then users will make more informed class selections, leading to increased satisfaction, higher class attendance, and improved coach performance.

Introduction

The User Behind the Struggle

Meet Annie, a 35-year-old software engineer and mother of two. Like many Orangetheory Fitness users, Annie’s packed schedule left little room for trial and error when selecting the right coach. Annie needed quick access to trustworthy information about class formats, instructor expertise, and user reviews. Without these, she felt disconnected from her fitness goals. This is the story of how Annie’s experience—and that of many others—was transformed through design.

Problem: Lifting the Veil on Instructor Transparency

Problem: Lifting the Veil on Instructor Transparency

Before the app enhancements, users like Annie faced several challenges:

  • Limited Information: Instructor expertise and teaching styles were unclear, making it hard to pick the right fit.


  • Inefficient Booking: Navigating multiple steps to choose a class was cumbersome.


  • Lack of Feedback Options: Users couldn’t leave meaningful reviews to help others—or benefit from existing ones.


These gaps impacted users and deprived coaches of feedback to improve their teaching styles. My mission was clear, create features that empower users and coaches while enhancing engagement and trust.

The Solution: Empowering with Features

Through a user-first approach, we designed and implemented the following features:


1. Comprehensive Coach Profiles: Users can now explore detailed profiles, including teaching styles, expertise, and class history, fostering confidence in their decisions.

2. Ratings and Reviews: Anonymous, streamlined reviews allow users to share experiences and evaluate instructors based on honest feedback.

3. Favorites for Quick Access: A new “favorites” feature enables users to save preferred instructors for easy booking, especially during busy schedules.

4. Intuitive Design Enhancements: Features like sorting coaches by ratings, pop-up modals for reviews, and a search bar for quick access make the experience seamless and intuitive.

Before the app enhancements, users like Annie faced several challenges:

  • Limited Information: Instructor expertise and teaching styles were unclear, making it hard to pick the right fit.


  • Inefficient Booking: Navigating multiple steps to choose a class was cumbersome.


  • Lack of Feedback Options: Users couldn’t leave meaningful reviews to help others—or benefit from existing ones.


These gaps impacted users and deprived coaches of feedback to improve their teaching styles. My mission was clear, create features that empower users and coaches while enhancing engagement and trust.

The Solution: Empowering with Features

Through a user-first approach, we designed and implemented the following features:


1. Comprehensive Coach Profiles: Users can now explore detailed profiles, including teaching styles, expertise, and class history, fostering confidence in their decisions.

2. Ratings and Reviews: Anonymous, streamlined reviews allow users to share experiences and evaluate instructors based on honest feedback.

3. Favorites for Quick Access: A new “favorites” feature enables users to save preferred instructors for easy booking, especially during busy schedules.

4. Intuitive Design Enhancements: Features like sorting coaches by ratings, pop-up modals for reviews, and a search bar for quick access make the experience seamless and intuitive.

The Process: Designing for Users, With Users

The journey involved multiple iterative stages:

User Research:

I chose a user interview as a user research method. I interviewed OrangeTheory users to uncover key pain points, such as the desire for transparency and simplified booking. The interviews aimed to explore user needs and challenges in selecting fitness instructors and booking classes through the OrangeTheory Fitness app. The goal was to gather insights on improving app features like instructor profiles, reviews, and booking processes.

Key Insights


  • Need for Instructor Transparency: Users want detailed profiles with teaching styles and expertise to make informed decisions. Value of Reviews: Feedback and ratings are crucial, with a preference for anonymous and streamlined submissions.


  • Feature Gaps: Users highlighted missing profiles, class descriptions, and reminders, impacting their experience.


  • Convenience Matters: Busy users must-have favorites, quick bookings, and better navigation


  • Feedback Barriers: Privacy concerns and effort deter reviews; simple mechanisms are needed

From these insights, I planned to take the following steps:


  • Add instructor profiles and anonymous reviews.


  • Integrate favorites, reminders, and better class descriptions.


  • Address privacy concerns to boost feedback participation.

The journey involved multiple iterative stages:

User Research:


I chose a user interview as a user research method. I interviewed OrangeTheory users to uncover key pain points, such as the desire for transparency and simplified booking. The interviews aimed to explore user needs and challenges in selecting fitness instructors and booking classes through the OrangeTheory Fitness app. The goal was to gather insights on improving app features like instructor profiles, reviews, and booking processes.

Key Insights

  • Need for Instructor Transparency: Users want detailed profiles with teaching styles and expertise to make informed decisions. Value of Reviews: Feedback and ratings are crucial, with a preference for anonymous and streamlined submissions.


  • Feature Gaps: Users highlighted missing profiles, class descriptions, and reminders, impacting their experience.


  • Convenience Matters: Busy users must-have favorites, quick bookings, and better navigation


  • Feedback Barriers: Privacy concerns and effort deter reviews; simple mechanisms are needed

From these insights, I planned to take the following steps:

  • Add instructor profiles and anonymous reviews.


  • Integrate favorites, reminders, and better class descriptions.


  • Address privacy concerns to boost feedback participation.

Competitor analysis

Competitor analysis revealed gaps in how other fitness apps handled coach profiles and reviews.


 
Synthesizing Insights

I used an affinity map to cluster interview findings into actionable themes:

  • Instructor Transparency: Demand for detailed profiles and teaching styles.

  • Ease of Booking: Importance of favorites, reminders, and class descriptions.

  • Feedback Mechanisms: Desire for anonymous and streamlined review processes 

.

This categorization highlighted critical pain points and guided feature prioritization, which helped in creating the persona.

I want to support Annie by providing detailed instructor profiles, personalized class recommendations, a favorites feature, and streamlined booking tools. Flexible scheduling and an easy, anonymous review system will empower her to make informed decisions, save time, and achieve her fitness goals effortlessly.


  1. How might we create a user-friendly feedback system for submitting anonymous reviews, ensuring privacy while providing insights to others.


  2. How might we develop an intuitive interface to access comprehensive instructor profiles and class histories quickly.


  3. How might we implement personalized fitness recommendations to help users find training that aligns with their goals and fitness levels.


This approach aims to empower users with tools to make better fitness decisions and enhance their overall workout experience

 
Synthesizing Insights


I used an affinity map to cluster interview findings into actionable themes:


  • Instructor Transparency: Demand for detailed profiles and teaching styles.


  • Ease of Booking: Importance of favorites, reminders, and class descriptions.


  • Feedback Mechanisms: Desire for anonymous and streamlined review processes 

    .

This categorization highlighted critical pain points and guided feature prioritization, which helped in creating the persona.

I want to support Annie by providing detailed instructor profiles, personalized class recommendations, a favorites feature, and streamlined booking tools. Flexible scheduling and an easy, anonymous review system will empower her to make informed decisions, save time, and achieve her fitness goals effortlessly.


  1. How might we create a user-friendly feedback system for submitting anonymous reviews, ensuring privacy while providing insights to others.


  2. How might we develop an intuitive interface to access comprehensive instructor profiles and class histories quickly.


  3. How might we implement personalized fitness recommendations to help users find training that aligns with their goals and fitness levels.


This approach aims to empower users with tools to make better fitness decisions and enhance their overall workout experience

 

Synthesizing Insights

I used an affinity map to cluster interview findings into actionable themes:


  • Instructor Transparency: Demand for detailed profiles and teaching styles.


  • Ease of Booking: Importance of favorites, reminders, and class descriptions.


  • Feedback Mechanisms: Desire for anonymous and streamlined review processes.


This categorization highlighted critical pain points and guided feature prioritization, which helped in creating the persona.

I want to support Annie by providing detailed instructor profiles, personalized class recommendations, a favorites feature, and streamlined booking tools. Flexible scheduling and an easy, anonymous review system will empower her to make informed decisions, save time, and achieve her fitness goals effortlessly.


  1. How might we create a user-friendly feedback system for submitting anonymous reviews, ensuring privacy while providing insights to others.


  2. How might we develop an intuitive interface to access comprehensive instructor profiles and class histories quickly.


  3. How might we implement personalized fitness recommendations to help users find training that aligns with their goals and fitness levels.


This approach aims to empower users with tools to make better fitness decisions and enhance their overall workout experience

Design Challenges & Rejected Ideas

During my redesign of the Orangetheory Fitness App, I explored various concepts to improve the user experience. However, not every idea aligned with user needs or added meaningful value. Through user research, testing, and competitor analysis, I refined certain design concepts while choosing to reject others. Below are the key design challenges I faced and the ideas I ultimately set aside:

Rejecting these ideas taught me that user-centered design means making intentional, thoughtful decisions. Simplifying workflows, respecting user privacy, and personalizing the experience are essential for creating meaningful and engaging digital products. Prioritizing user feedback led to solutions that not only improved the app’s usability but also aligned with Orangetheory’s mission to empower users in their fitness journey.

Building Empathy

Based on quantitative interview data, I created a Persona to represent OrangeTheory Fitness users, helping me understand their motivations, challenges, and goals. This Persona guided the feature design process, ensuring that additions like instructor profiles, reviews, and personalized recommendations addressed their needs and improved the overall user experience.

User Flows

I developed this user flow by analyzing interview insights and mapping user pain points, such as difficulty finding instructors and providing feedback. Using an affinity map and a Persona, I prioritized features like detailed profiles, easy booking, and streamlined reviews.

Wireframes

Lo-Fi Wireframe

I started with lo-fi wireframes to map out the core features of the OrangeTheory app update. My focus was on creating a clear flow for users to discover instructors, view profiles, and leave reviews. I included simple layouts for the coaches list, detailed instructor profiles, and a review submission form to test usability. I also added a favorites tab for quick access to preferred instructors. These wireframes helped me validate the functionality and navigation before moving to high-fidelity designs.

Time to Test

1. Streamlined Reviews: Users preferred inline review options directly on coach profiles with the ability to edit before posting.

2. Enhanced Navigation: Suggested adding a search function and integrating “Write Review” within profiles.

3. Improved Coach List: Recommended sorting by ratings, popularity, or proximity and highlighting favorites at the top.

4. Context Preservation: Favored pop-up windows for reviews to reduce navigation interruptions.

5. Coach Transparency: Users valued condensed schedules for favorites and visible submitted reviews.


1. Streamlined Reviews: Users preferred inline review options directly on coach profiles with the ability to edit before posting.

2. Enhanced Navigation: Suggested adding a search function and integrating “Write Review” within profiles.

3. Improved Coach List: Recommended sorting by ratings, popularity, or proximity and highlighting favorites at the top.

4. Context Preservation: Favored pop-up windows for reviews to reduce navigation interruptions.

5. Coach Transparency: Users valued condensed schedules for favorites and visible submitted reviews.


Visual Design


User Reviews and Ratings


Ability to review instructors so that it helps the users can make an informed decision


User Reviews and Ratings


Ability to review instructors so that it helps the users can make an informed decision

Schedule Management 


Schedule Management allows users to view class schedules, book sessions effortlessly, and plan their fitness routines with ease.

Adding Instructors to Favorites list


The Favorites Feature lets users save preferred instructors, enabling quick booking and seamless planning, especially on busy days.

Adding Instructors to Favorites list


The Favorites Feature lets users save preferred instructors, enabling quick booking and seamless planning, especially on busy days.

Enhancing usability and showcasing Orangetheory’s brand through Visual Design

In redesigning the Orangetheory Fitness App, every visual design decision was made with the dual purpose of improving usability and strengthening the brand’s energetic and motivating identity. The design choices were intentional, combining functionality with the dynamic spirit of Orangetheory to create an engaging and seamless user experience.

Rejecting these ideas taught me that user-centered design means making intentional, thoughtful decisions. Simplifying workflows, respecting user privacy, and personalizing the experience are essential for creating meaningful and engaging digital products. Prioritizing user feedback led to solutions that not only improved the app’s usability but also aligned with Orangetheory’s mission to empower users in their fitness journey.

Iterations on Visual design

Iteration 1


In the first iteration, I focused on simplifying the class booking process to make it more efficient and user-friendly. I introduced a Favorites feature, allowing users to save their preferred instructors for quick access, which was particularly helpful for those with busy schedules. I also added sorting options for class schedules and implemented a one-tap booking system to minimize the steps required to reserve a session. These changes made it easier for users to organize their fitness routines and improved their overall experience.

Iteration 2


In the second iteration, I worked on improving the review and feedback process to encourage more participation and ensure meaningful insights. I added an edit option for reviews, giving users the flexibility to refine their feedback before submission, and introduced anonymous review submissions to address privacy concerns. To streamline the process further, I incorporated inline review prompts directly within instructor profiles. These enhancements made it easier and more comfortable for users to leave feedback, improved the quality of reviews, and built greater trust within the Orangetheory community.

Iterations on Visual design

Iteration 1


In the first iteration, I focused on simplifying the class booking process to make it more efficient and user-friendly. I introduced a Favorites feature, allowing users to save their preferred instructors for quick access, which was particularly helpful for those with busy schedules. I also added sorting options for class schedules and implemented a one-tap booking system to minimize the steps required to reserve a session. These changes made it easier for users to organize their fitness routines and improved their overall experience.

Iteration 2

In the second iteration, I worked on improving the review and feedback process to encourage more participation and ensure meaningful insights. I added an edit option for reviews, giving users the flexibility to refine their feedback before submission, and introduced anonymous review submissions to address privacy concerns. To streamline the process further, I incorporated inline review prompts directly within instructor profiles. These enhancements made it easier and more comfortable for users to leave feedback, improved the quality of reviews, and built greater trust within the Orangetheory community.

Lessons Learned

Designing the MatchWatch app emphasized the importance of user-centered design and iterative feedback. Clear navigation, intuitive communication, and customization options like personalized notifications were critical to user satisfaction. Social engagement features proved essential for fostering community, while a unified platform reduced frustration by eliminating the need to switch between apps. The process highlighted the need for simplicity without sacrificing functionality, ensuring even complex features like highlight creation remain accessible. These lessons reinforced the value of testing, refining, and balancing user needs with functionality for a seamless experience.

Designing the MatchWatch app emphasized the importance of user-centered design and iterative feedback. Clear navigation, intuitive communication, and customization options like personalized notifications were critical to user satisfaction. Social engagement features proved essential for fostering community, while a unified platform reduced frustration by eliminating the need to switch between apps. The process highlighted the need for simplicity without sacrificing functionality, ensuring even complex features like highlight creation remain accessible. These lessons reinforced the value of testing, refining, and balancing user needs with functionality for a seamless experience.

Next Project

Desiflavor Case Study

May 2024

•

Product Designer

Let's Collaborate

Let's talk about a project,
collaboration or an idea you may have

Hire Me

Book a Call

Book a Call

© 2024 Amulya Varma. Designed and built with Framer.

Amulya

Product Designer

Bay Area, California

Available Now