Flywheel, Stadium Cycling
In 2015, Flywheel Sports redesigned their brand. I helped bring that vision to life across all their digital, print and physical products alongside the lead agency Siegel + Gale.
I came into the role to take over for the previous Art Director. I was the primary owner of all design and worked cross functionally with the CMO and the marketing department, the CEO, and our in-house engineering team.
Visual & Product Design - Designed primary product messaging and flow and worked with Siegel + Gale to implement.
Art Direction - Worked with the CMO to approve all the new designs and photography from agencies and contractors during the re-brand.
Ship our rebrand by January of 2016 across out of home ads & digital products.
Design and implement a product strategy aligns marketing, brand, and product for new rider acquisition.
Decide on the final look and feel of the Fly at Home bike & packaging for shoes.
Homepage at a Glance
Flywheel Sports was not gaining traction with companies like SoulCycle dominating indoor biking and Peleton releasing a home bike and app. In addition, Flywheel shares the same name as Flywheel the taxi company which is confusing for new customers. These are all problems that diluted their brand equity, and we aimed to address these with our strategic rebrand.
Hypothesis & Testing
Our research indicated that after a first free ride, a user was more likely to continue with a reduced price package and then finally convert to a full paying customer. We tested this on our homepage.
We open the homepage with who we are and what we do and immediately give a call to action (CTA) for signing up for a free first class.
The outcome we were aiming for is new clients signing up for the first free ride. The CTA is repeated four different times during key points on the homepage. At no point in the homepage flow do you not have our primary CTA available to click.
It was a priority for us to make a sign-up flow that allows for booking within 3 clicks from any page. Our sign-up process was very simple, with one screen and one click.
We anticipate that more and more people will be booking and signing up from mobile in the future so we wanted to build a great product foundation.
We utilized the same principal of 3 taps away from booking a class from any point in the app.
Fly Anywhere Bike
Industrial Product Design
We came out with an At-Home initiative to curtail the disruption in the market place by Peleton. In this case, we came out with a bike sans tablet where clients can take either Flywheel or FlyBarre classes anytime.
I prototyped this model concurrently with our agency in Asia so they could execute our vision of the bike accurately.
Visual Design & Branding
I worked closely with the CEO, CMO and agencies to ensure our products were visually consistent.