Native App New Buy Flow

The Orangetheory buy flow currently has several problems. Members and potential new members cannot pay for all items, including memberships and apparel, through the app, which introduces friction and increases the potential for drop off.

Additionally, members have reported that the in-app purchase process has too many unnecessary steps, making it confusing and hard to follow. Users have to go back and forth between multiple pages to input information and complete their purchase.

Given these issues, how might we improve the overall purchase experience and enable users to buy anything in the app?

Using members recruited from member-driven Facebook and Reddit groups, as well as guerrilla sessions we were able to validate our hypothesis and solution more refined than the initial thinking. We also used non-members for insights from people unfamiliar with the OTF app.

We obtained from them examples of what they thought were easier apps to purchase in. And we then explored approximately 90 applications and identified the optimal ones we thought aligned with our hypothesis of what an optimal buy flow could be, and what our members were saying would be a better way to buy in-app.

We simplified the existing flows and added the ability to manage payment methods and purchase merchandise. This serves as proof of concept for future plans to add contract/agreement signing within the app.

Since payment and purchase capabilities are required to support this function, this new feature is a crucial step in that direction.

Taking information from member/non-member interviews, exploring the current flow, and looking to some examples from the app analysis we did, we identified some key features and presentation elements that we thought would work as solutions for some of the pain points our users told us.

In particular, the Hopper and Amazon apps heavily inspired the direction we took.