Revitalizing the Beachbody ecomm experience

Led the design of the websites and apps that drove $800m/year

Shakes, subscriptions, gear, bikes and more

I led the team that designed the ecomm experience at Beachbody (which recently rebranded to BODi), including core conversion flows, campaign experiences, marketing funnels, account management tools, and more.

Our video subscription was one of our key products, and the display of our subscription offers was a critical step to acquisition. We designed and tested many layouts, ways to show pricing, and wording, on various platforms and around the various offers.

Iterated on cross-platform subscription funnels

We launched a new nav after a lengthy process of cross-platform brainstorms, collaborative sketching sessions in Figjam, and various rounds of usability testing.

Created a new nav structure and design

Drove conversion through checkout optimization

We designed a full checkout experience, customizing it for different product and shipping types, payment methods, as well as promo codes and discounts.

Conversion rate increased by over 2x after launch.

Created and managed a Design System

I collaborated with Engineering, creating a robust, global library of module components, colors, fonts, grid rules, and form elements to drive brand consistency and increase our velocity.

Tested various new features, such as an AI chatbot to recommend programs

In addition to subscribing, customers could pay a 1-time fee for individual digital fitness, nutrition and wellness programs. To help users find the right program for them, I designed an AI chatbot that would ask multiple choice and free-form questions, and recommend a program.

Drove retention with an optimized win-back flow

We had over 400,000 nutrition supplement subscribers, and we redesigned the 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.