Life Fitness previously had a free asset management website called LFconnect.com. Users could connect their equipment and monitor usage and maintenance. In 2018, the website was relaunched as Halo Fitness Cloud and became an all encompassing digital platform from tracking exerciser retention to giving personal trainers features to engage their clients and more. With the relaunch, the website now offers different plans and features to upgrade to from the free base plan.


Since LFconnect.com was a free platform and eventually had only one feature for purchase, we needed to integrate a SaaS model and upgrade the transaction model with the relaunch to Halo Fitness Cloud for a user-base that is not used to multiple online transactions within the fitness industry.


UX and UI Designer

UX Researcher



Adobe Illustrator

Google Analytics


Understand users

Persona Facility Manager.jpg

Phase 1

Prior to relaunching LFconnect.com to Halo Fitness Cloud, we only had one feature for purchase. However, this transaction model did not sustain the addition of multiple plans and features.

We also needed to keep in mind users that have multiple facilities and how this could affect the transaction model. According to our Google Analytics data, users had about 4 connected facilities on average.

Additionally, our users are in between the spectrum of tech savvy and not tech savvy; thus, we had to ensure the experience was clear and simple, especially as we seek to support our users from offline transactions to online.

Competitive analysis



We needed to determine what users resonate well with when it comes to online shopping and a platform where the initial goal is not to shop. Working alongside product management, we analyzed different platforms to determine how we wanted users to enter the transaction model and eventually landed at “Shop.”



Based off the companies with established transaction models we analyzed, we started determining the best flow for ours users to take. From affinity mapping, we were able to simply our user flow as shown below.


User Flows

Phase 2

From our research, we developed a transaction model simplified enough for our users and taking into account users with multiple facilities.

We went with an all or nothing approach. Therefore, if a user subscribes to a certain plan/feature, then that plan/feature will be applied to all connected facilities that are selected.

Select the picture to enlarge.


As our platform is driven by connected facilities, we went through many ideations on how to display the information to the user to minimize cognitive load on our users.

We collaborated with product management, developers, finance, and stakeholders to ensure our solution was effective while keeping in mind company limitations and user expectations and needs.



Below is a high level representation of the shop and transaction experience. To full the view prototype select: View Full Prototype

User testing discovery:

  • Initially, the link on the upper right by the logo of the “Shop” page read “Upgrade.” We discovered, that users were hesitant to select this link because they understood it as a quick upgrade and they would be charged right away. Similar to Amazon’s 1-Click ordering feature. Therefore, changing the link to read “Shop Now,” we’re promoting the shopping experience to the user to eliminate the fear of being unintentionally charged.

  • Our users do not like to scroll much, they like their information readily presented. Therefore, on the “Shop” page, we created a simple grid that minimizes scrolling as much as possible to get our users the information they want right away.

  • Additionally, our users are used to having human interactions; therefore, our transaction model needed to include as much support as possible. We added microcopy to contact a representative in areas that have lead to confusion, especially when it comes to understanding charges.

  • Overall, the transaction experience needed to be simple yet thorough to include our different levels of complexity (facilities and plans/features the user will be purchasing for). Therefore, the step by step approach that is supported by design patterns and our user research was proven to provide a seamless experience for our users with minimal cognitive load.

Key screens

Select Subscriptions

Select Facility

Enter Payment Information

Enter Payment Information

Review and Submit

Review and Submit

Key Takeaways

  • As this transaction flow is still new to our platform and we need to continue validating the experience, we have placed specific analytics within the site to better understand our user base (drop off rate, flows to purchase, time to purchase, etc)

  • We are continuing to understand and support user behavior as they transition from offline to online sales with on boarding from multiple channels including email and platform notifications