How ClassPass Optimizes Core User Journeys with Product Experience Insights
When it comes to your product’s most-used features, making optimizations can be tricky. A new update could fuel incredible product growth…or it could end up moving the needle in the wrong direction. For ClassPass, a leading subscription service for boutique gyms, fitness studios, and wellness services, this potential risk was top-of-mind when they started planning product improvements to support their rapidly expanding partner business inventory.
Thanks to this growth, the ClassPass user base now had a ton of new categories and class options to choose from. However, the ClassPass search experience wasn’t necessarily designed around this volume or diversity of business inventory. And because their search experience is a key part of the ClassPass mobile app, it was crucial that any product updates to facilitate business discovery were done right.
By using Sprig in-product Surveys to capture targeted insights as users engaged with the app search experience, the ClassPass product team was able to quickly identify and solve pain points before they became problems and validate product decisions to ensure their roadmap met the evolving needs of their user base.
Identify and Solve The Right User Pain Points
The first feature the ClassPass team tackled was their mobile app’s search filtering options. While they knew that their filtering options could use some updates to accommodate the extra inventory, they weren’t sure of exactly what those updates needed to be.
To get to the bottom of this, the team launched a Sprig in-product Survey to measure user satisfaction with the current filtering experience and uncover what could be improved. Sprig’s iOS compatibility enabled them to trigger the mobile app survey based on specific actions their users took, ensuring they captured the right feedback from the right users. For this case, the survey was targeted at ClassPass users who interacted with the search filtering feature.
The survey responses poured in. Sprig’s built-in AI Analysis summarized the open-text responses and highlighted “Filter by class type” as a top theme in the user feedback. More specifically, ClassPass users indicated that they wanted the ability to filter for more than 1 activity category, like “yoga”, “cycling”, or “sauna”. This feedback gave the ClassPass team a clear understanding of what their users needed in the search experience.
Armed with these insights, the team released a multi-category filtering feature, giving users the ability to choose several activity categories, plus additional filters to further refine their search within each category. As a result of these product updates, ClassPass ultimately saw a 16% increase in their app’s search usability rating over the next 3 quarters, as reflected in their continuous feature measurement using “always on” in-product Surveys.
Validate Product Decisions Before Development and Launch
With the filtering win under their belt, the ClassPass team turned their attention to the mobile app’s map search tool. The growth in partner inventory meant there were a lot more businesses to display on the map tool.
The team had a hunch that this new density could crowd up the map, making it harder for users to discover individual businesses. But before they could jump into product development, the team needed to confirm that this was the right feature to invest their time and resources into.
The ClassPass team launched an in-product Survey to measure user satisfaction with the existing map tool experience. Again, they leveraged Sprig’s mobile SDK to precisely target users in-app who had engaged with the feature. The results were clear: Sprig’s AI identified a clear theme in the feature feedback saying the map was “extremely cluttered”.
These insights gave ClassPass the conviction they needed to move forward with developing optimizations to the map tool. They got to work, designing map pin clusters for zoomed out views, which further broke up as you zoomed into a specific area.
ClassPass’ map tool is vital to business discoverability, so to ensure this new design was the right solution, the team leveraged both quantitative and qualitative insights by running an Optimizely A/B test, using Amplitude to understand user behavior changes, and launching a Sprig in-product Survey alongside it. By uniting user insights with product analytics, they were able to get a complete understanding of the new design’s performance.
Once again, the control variant received feedback from users requesting an easier way to select businesses that were close together. On the other hand, user sentiment towards the test variant was much more positive. The A/B test results also indicated that the new map pin clusters outperformed the control, with 1.3% higher retention among test variant users. Confident that the updated feature was the clear winner, the ClassPass team rolled it out to all of their user base.
How You Can Replicate the ClassPass Product Strategy
So how can you take a page from the ClassPass book and ensure your product team is only building optimizations that will hit the mark on launch day? Fuel your roadmap with product experience insights, so your users guide your product decisions instead of your gut. With in-product Surveys, you can easily capture bite-sized insights at scale.
Companies that build this philosophy into their roadmap from day one are in a better position to keep up with users and keep them happy, which is essential for optimizing growth initiatives, launching new features, improving product adoption, and more.
Subscription service for boutique gyms, fitness studios, and wellness services.http://classpass.com
Fitness & Wellness Services