Designing the BODi ecommerce experience
I led product design for an integrated platform of websites and apps for BODi (previously Beachbody) that generated $800M+ in annual revenue, spanning digital fitness subscriptions, streaming content, nutritional supplements, and bundled product offerings.
A scalable, systems-oriented design
BODi had an aggressive roadmap of new product launches and marketing campaigns, so maximizing our velocity while retaining brand consistency was essential. To address these goals, I collaborated with Engineering to create a robust, global library of module components, colors, fonts, grid rules, and form elements. After implementing this platform, our efficiency improved by 2x.
Iterated on cross-platform subscription funnels
A key product was our app platform serving 3 million paid subscribers, and subscriber growth was a critical business priority. Through a highly iterative, test-and-learn approach, I designed and optimized flows across multiple web and mobile touchpoints to continuously drive subscription conversions. In one test, a redesigned app store funnel increased conversion by 35%.
Redesigned our product bundling funnel
Beachbody sold product bundles that included nutrition supplements, app subscriptions, workout gear and individual nutrition programs. Those bundles accounted for almost 50% of total revenue. I led a project to redesign the bundling experience, evolving it from fixed bundles to flexible, custom bundles. The redesign resulted in a 20% conversion rate increase.
Drove conversion through checkout funnel optimization
One major project was redesigned our full checkout process, from new user account creation to order confirmation. We customized the flow for different product and shipping types, payment methods, as well as promo codes and discounts. We started with user testing, collected initial analytics to establish a baseline, then tested various flows, copy options, and methods of presenting deals.
Conversion rate increased by over 2x after launch.
Supported countless marketing campaigns
Beachbody frequently launched new products and campaigns requiring dedicated landing pages and conversion funnels. I partnered with Brand, Creative, Copywriting, and Marketing teams to ensure cohesive online-offline messaging, while establishing efficient processes with Engineering to accelerate page launches and A/B testing.
With hundreds of digital fitness, nutrition, and wellness programs available for purchase, customers struggled to identify the best fit for their goals, which impacted our conversion rate. I designed an AI-powered recommendation chatbot that guided users through personalized questions to surface the most relevant programs and drive conversion.
Designed an AI chatbot to recommend programs
Drove retention with an optimized win-back flow
We had over 400,000 nutrition supplement subscribers, and I led the redesign of our cancellation flow by giving subscribers alternatives to cancelling.
The new flow retained 5% of subscribers. Learn more >
I’d love to hear from you
Email me at andrewturrell@gmail.com to chat about a role or project. I’m open to full-time or freelance.