Customer Journey
Reimagining the consultation booking experience for a premium fitness brand
The process of booking a personal training consultation felt disjointed and frustrating for any new prospect or returning client.
Industry
Health Tech
Discpline
Customer Journey
Date
22%
Consultation conversion
Simplified renewal messaging and clearer package options made it easier for clients to say yes at the point of decision
11%
Faster, friction-free renewals converted more clients before their package lapsed, capturing revenue that previously stalled in a manual process.
27%
Custom support request
Clients reported a smoother, faster renewal experience once WhatsApp and automated follow-ups replaced manual, inconsistent communication.
Context
Ultimate Performance's consultation booking journey had friction across multiple touchpoints, creating barriers for prospective clients and limiting conversion. Customers faced an overly complex booking experience, while internal teams lacked the tools and insight needed to support and optimise the journey effectively.
PROBLEM
Legacy technology restricted how much could be changed within existing systems.
Goals
Business Goals
If we reduce friction throughout the consultation journey and create a more premium booking experience, we will increase consultation bookings, improve close rates, and reduce operational support effort.
User Goals
If prospective clients are given a simple, transparent, and personalised booking experience, they will feel more confident taking the next step in their fitness journey.
Challenges
Technical debt
Legacy technology restricted how much could be changed within existing systems.
Several disconnected operational tools created a complex service landscape.
Organisational constraints
A buy-versus-build analysis ruled out third-party booking platforms, so improvements had to work within existing operational systems and calendar integrations.
Limited customer data
A poor CRM integration restricted personalisation opportunities.
SOLUTION
A premium consultation journey that balanced business needs with customer confidence
The opportunity extended beyond redesigning a booking form. The solution was shaped around three epics: a personalised booking journey that reduced unnecessary steps and used customer data for more relevant recommendations; sales enablement and PT training, equipping trainers to have more effective sales conversations; and CRM & conversational communications, using WhatsApp-based engagement and chatbot support to give customers timely reassurance.
1. Personalised Booking Journey
Simplify the booking experience by reducing unnecessary steps and using available customer data to create more relevant, tailored journeys and recommendations.
2. Sales Enablement & PT Training
Equip Personal Trainers with the skills, tools, and guidance needed to have more effective sales conversations and improve conversion rates.
3. CRM & Conversational Communications
Create a more personalised communication strategy through CRM preferences, including WhatsApp-based engagement and chatbot support, providing customers with timely reassurance and guidance.
MY CONTRIBUTION
I led the vision, experience strategy, and service design across the journey
I brought together customer insight, operational understanding, and business objectives to identify where the existing experience was failing both prospective clients and internal teams. Through service mapping and cross-functional collaboration, I built a shared understanding of the challenges and opportunities across the end-to-end journey — then led the redesign and championed a more experimental, data-informed approach to optimisation.
What customer and support feedback revealed
Insight 1
Insight 12
"Prospects email us to find out how to cancel their consultations. There is no clear or accessible way to do this with the current systems. The experience is incredibly frustrating, leading to extensive manual work and difficult conversations for customer support."
Tools used
SOLUTION
A premium consultation journey that balanced business needs with customer confidence
The opportunity extended beyond redesigning a booking form. The solution was shaped around three epics: a personalised booking journey that reduced unnecessary steps and used customer data for more relevant recommendations; sales enablement and PT training, equipping trainers to have more effective sales conversations; and CRM & conversational communications, using WhatsApp-based engagement and chatbot support to give customers timely reassurance.
1. Personalised Booking Journey
Simplify the booking experience by reducing unnecessary steps and using available customer data to create more relevant, tailored journeys and recommendations.
2. Sales Enablement & PT Training
Equip Personal Trainers with the skills, tools, and guidance needed to have more effective sales conversations and improve conversion rates.
3. CRM & Conversational Communications
Create a more personalised communication strategy through CRM preferences, including WhatsApp-based engagement and chatbot support, providing customers with timely reassurance and guidance.
Designs Feature 1
Date Time Selection
We tested different appointment booking journeys and found users were dropping off when date and time selection were split across multiple screens. By combining both into a single, linear view, we reduced steps, improved visibility of available slots, and increased booking completion rates.
Designs Feature 2
WhatsApp Appointment Reminders
Following the beta phase, we introduced WhatsApp appointment reminders to explore whether users were more responsive to messages delivered through a familiar channel. The feature was designed to reduce no-shows by providing timely reminders and making appointment details easier to access.
RESULTS
Combining date and time selection into a single screen, alongside clearer next-step messaging after enquiry, made it easier for prospects to complete a booking without dropping off.
