GoodLife Fitness
Overview
GoodLife needed a seamless way for corporate members to manage their accounts, invite colleagues, and access benefits online. The goal was to fix inconsistent user experiences across digital and in-club touchpoints while improving integration with third-party systems.
Senior UX/UI Designer at ICF Next
User Research and Flow Mapping
Information Architecture
Final UI Design and Prototypes
Design System Foundations
As Senior UX/UI Designer at ICF Next, I led the redesign of the Corporate Membership platform from research to prototype. The work focused on simplifying complex flows, rebuilding user journeys, and creating a consistent experience across devices and systems.
Context
The existing onboarding involved PDFs, generic landing pages, and manual steps. Corporate users often didn’t know what plan they were eligible for, how to register, or what benefits they had. This friction was leading to drop-offs and confusion.
The challenge wasn’t just design, it was service clarity. We needed to translate complex eligibility rules and HR processes into a clear, guided digital experience that worked across different company types.
Challenges
We mapped the user journey from email invitation to registration confirmation. Each friction point became a design opportunity. For example, instead of showing all plan types up front, we used a dynamic input where the user’s company email would pre-select the available options. We built a guided flow with modular screens: eligibility check, plan selection, add-ons, payment, and confirmation. Each step used conditional logic tied to the user’s employer, making the experience feel personalized without being overwhelming. I created flexible UI components in Figma and documented variants for different scenarios like single-plan companies, companies with multiple tiers, and those offering discounts. Everything was built to be repurposed. Alongside the design, I worked with content strategy to simplify legal and instructional text. We rewrote all onboarding copy to match the tone of GoodLife's brand while reducing complexity.
Solution
The new experience is fast, clear, and adaptive. A user can now go from email to completed sign-up in under 3 minutes, with no guesswork. The design system behind the onboarding was added to GoodLife’s internal library, so future flows, like renewals or family plans, can use the same components and logic. It’s not just a prettier sign-up. It’s a smarter system that respects the user’s time.
