The ClassPass Corporate Wellness Program is a wellness benefit chosen by HR managers, and utilized by employees at companies such as Google, Lyft, and American Express.

ClassPass chose to prioritize the Corporate Wellness Program as a result of its growing success. The Marketing CRO, Creative and B2B Marketing teams shared an OKR to:

• Redesign the corporate website to increase the lead generation rate.

• Overhaul the Corporate brand guidelines
  

Results: +13.9% increase in leads generated

Method

• Build 2-3 concepts designed to reduce friction in lead generation sign-up, and communicate the program’s most valuable propositions

• Conduct user testing with V1 design to appraise whether the primary user (an HR manager) understands the product offering, the benefits of the program, and how it works

User Testing Results

• Users pivoted away from the homepage, and form submission to other pages in the nav bar, but these pages were deemed redundant

• In our V1 design, users said that an educational module was necessary for users to understand the program before they would submit a form

• Users valued seeing top-tier companies that used ClassPass as a corporate benefit

Design solutions

• We added a “How-it-works” page and added the link to the navigation. to aid understanding further, we placed a how-it-works style module to the homepage under the hero

• We Introduced a secondary CTA flow for low-intent users to educate them and move them further down the funnel

• We removed distracting “App demo” and “Resources” pages from the nav bar to avoid users navigating away from the form