The Problem

In order to limit user confusion and increase engagement across products, Equinox looked to combine their club check-in app with their digital on-demand content product, Variis, under a new brand umbrella called Equinox+. This came at a pivotal time when the COVID-19 pandemic changed the way consumers engaged in fitness and the app looked to engage with users in whatever way they felt comfortable working out, at-home or at the club.

Upon developing the work we asked ourself a question:

How can we create an omni-channel (digital and physical) experience that meets our user needs while giving them an experience that is elevated and reflective of the Equinox brand?

Role & Timing

My role on the project was Design Director overseeing a team of 12 Product Designers. I operated in a cross functional capacity collaborating with leaders from product management, research, engineering, business stakeholders and marketing.

The process of creative concepting, user testing, design, gaining leadership alignment and development was completed within 10 months.

The Design Process

The first step in the design process was doing an audit of existing Equinox properties. We reviewed the EQX app (prior to redesign). website, social media as well as the in-club signage. What we found is that the landscape was fragmented with different type treatments and UI elements and we took this as an opportunity to start unifying the system. Here are some early sketches as we determined the look and feel.

I also worked with the marketing team to create the story and identified the screens that should be included in the product launch video.

The Outcome

The app successfully launched in the market on July of 2021. The team is continuing to iterate on the work with the goal of innovating in the space driving on the needs of our users while delivering on our ambition on being a leader in the omni-channel landscape.