Product Design
Redesigning the renewal journey to lift retention and revenue
Streamlined a manual, fragmented renewal process to boost retention and CLV. Onboarding issues were key drivers, prompting end-to-end journey improvements.
Industry
Health Tech
Discpline
Product Design
Date
34%
Conversion for renewals
Simplified renewal messaging and clearer package options made it easier for clients to say yes at the point of decision
$103,000+
Faster, friction-free renewals converted more clients before their package lapsed, capturing revenue that previously stalled in a manual process.
18%
CSAT Score
Clients reported a smoother, faster renewal experience once WhatsApp and automated follow-ups replaced manual, inconsistent communication.
Context
The renewal journey depended on manual communication, disconnected tools, and inconsistent processes across teams. Because there was no centralised tracking, the business couldn't see where clients dropped off or measure whether any fix was working — which meant every past attempt at improvement had been made blind.
Success meant reducing admin overhead, creating a single source of truth for renewal and onboarding data, and making renewal decisions easier for clients to understand and act on.
Problem
Client onboarding, consultation tracking, and trainer allocation all lived in Google Sheets, creating real operational risk as the business scaled.
Goals
Business Goals
Reduce operational risk and admin overhead; create a single source of truth for renewal and onboarding data; improve retention and revenue without a full system rebuild.
User Goals
Make renewal decisions easy to understand and act on, for both clients and the trainers supporting them.
Challenges
Manual, spreadsheet-based operations
Client onboarding, consultation tracking, and trainer allocation all lived in Google Sheets, creating real operational risk as the business scaled.
Trainers and sales managers spent 30–40 minutes on onboarding admin per new client, time that came directly out of customer-facing work.
Poor data visibility
Customer data was scattered across systems with inconsistent status definitions, undermining reporting and raising compliance concerns.
Slow, manual trainer allocation
Gym managers searched large spreadsheets by hand to assign trainers, causing delays and inconsistent onboarding.
Solution
Rather than redesigning renewal in isolation, we targeted the root cause: onboarding.
We replaced the spreadsheet-based process with a centralised onboarding system, giving every team a single source of truth for client and trainer data. From there, two changes did the most work
Contribution
I led discovery and service design across four departments
Working within a multidisciplinary team, I ran discovery across customer service, gym operations, regional management, finance, and technology — facilitating workshops to build a shared view of the problem before anyone touched a solution.
I then led the creation of service and operating blueprints, mapping the end-to-end renewal journey to connect internal operations to what clients actually experienced. This is what surfaced the two findings below — and confirmed the fix needed to start at onboarding, not renewal.
Process + Key insights
Insight 1
Insight 12
The spreadsheet-based pipeline wasn't just inefficient — it was invisible. Without centralised data, no one could see where clients dropped out or measure whether any fix was working, which meant the business had been improving blind.
Tools used
Solution
Rather than redesigning renewal in isolation, we targeted the root cause: onboarding.
We replaced the spreadsheet-based process with a centralised onboarding system, giving every team a single source of truth for client and trainer data. From there, two changes did the most work
Improve Reneals prompts
Reduced decision-making friction by simplifying renewal messaging and clarifying package structures, so clients could see their options without wading through unclear terms.
Streamlined package selection
Redesigned the package selection and checkout flow to reduce effort and remove friction at the exact point clients were most likely to hesitate or drop off.
Results
Replacing spreadsheet-based admin with a centralised onboarding system freed sales, support, and gym teams to spend more time with clients and less time managing data.
