Gainful x Future is the first partnership of its kind, bringing together Gainful’s Personalized Performance Nutrition and Future’s 1-on-1 Personal Training for a data-driven, efficient approach to individual health.
Brief:
The team was tasked with partnering with Future to develop a unique web and quiz experience for Future customers being directed to Gainful. Our goal was to drive conversions from existing Future customers by educating them on what Gainful is, how Gainful works, and why it’d be synergistic with their existing Future membership.
Team:
Kelsey Jones, Lead Designer
Adrienne Bouchie, Director of Product
Taylor Rothman, Product Designer
Taylor Nulk, Partnerships Manager
Challenge:
In this project, I was challenged with developing a seamless experience for existing Future customers to engage with and buy into Gainful. I was challenged with combining both Future & Gainful’s visual languages, quickly and seamlessly educating customers on the value of a Gainful subscription, how that would enhance their experience with Future, and in terms of our bottom line, driving conversion in both directions.
Design Solution:
Our approach to executing this partnership was 3-fold:
Building a mobile-first, Future-specific landing page, tasked at explaining how the combination of Future’s coaching services and Gainful’s supplements optimize individual health. By implementing iconography, imagery that felt true to both Gainful & Future, as well as product imagery, we were able to communicate the offer in a way that has captured over 100 new customers in the last 5 months.
Designing an email flow that entices current Gainful subscribers to engage with Future, and sign up at a discounted rate. Since implementing these email creatives, we’ve driven 60 customers to Future, proving we’ve communicated the value of Future to Gainful customers.
Developing a Future-specific quiz experience that would pull existing data from Future members and gather additional data in order to personalize their Gainful blends. While success in this area is less metrics-driven, we’ve been able to reduce the number of quiz questions by over 50% by pulling their data from Future, thus moving potential leads through the funnel more quickly and thus capturing more bottom-of-funnel conversions.
