Peloton · Select Work

Peloton provides a corporate benefit to hundreds of company partners that includes discounts on the equipment as well as free or discounted app membership. It’s a compelling benefit for those who like to take health & fitness classes, but there were clear problems with the benefit enrollment flow. Only 7% of users who actually took action to enroll, demonstrating interest, actually finish enrolling in their benefit. This is surprising since it’s provided to them for free.

We also heard from 50+ users/mo who thought they claimed the benefit, but didn’t actually complete the process, indicating confusion with the flow. As the corporate wellness design lead, I redesigned the entire flow from start to finish to modernize and optimize for enrollment conversion. Below is a preview of the flow – the first landing page that a user would see, explaining what they receive with the Peloton benefit and prompting them to search for their company.

Try the prototype in Figma.

Peloton receives 40% of its annual sales during holiday season, so it should come as no surprise that we run many tests to optimize our site ahead of the holidays.

This year, we tested a goal-oriented hero section on our homepage that linked out to 6 different landing pages to drive conversion and set the perception of Peloton as a product people can lean on to achieve their goals. This was for top-of-funnel customers who don’t know much yet about Peloton. Our goal was to have high engagement on the landing pages, achieve flat overall conversion and flat add-to-cart rates.

I designed 3 of the landing pages (2 are shown below), including all graphics, marketing Peloton as a service that can help support your weight goals, age healthily, and build a routine. An A/B test ran for 2 weeks on the homepage, and we saw a 26% boost in clickthrough rate on the new design’s hero, marking extremely high engagement. We also saw +2% in traffic to the product landing pages and +6% conversion, indicating that more users are getting down the funnel and completing their purchase. This all marked a very successful project, and we have since rolled this out as the hero experience on the Peloton homepage.

See it live: Build a routine | Support weight goals | Age healthily