Trybe
Landing Page Redesign | Responsive Web
I redesigned Trybe’s landing page to show its value for coaches to increase number of sign-ups from these users.
Overview
How it works
Trybe is a two-sided marketplace, connecting coaches and subscribers. It is an iOS and Android fitness app that coaches customize with their own content and use to deliver workout programs to their subscribers (end users).
Problem
The users who generate content on Trybe (coaches) were not signing up for the product on Trybe’s website and were confused about its benefits for them.
Goal
In the short-term, I aimed to increase the number of sign-ups from coaches through the landing page. In the long-term, I believed that more sign-ups from coaches would increase the amount of content hosted by the app and lead to stronger engagement.
Solution
I identified the primary value proposition of Trybe for their target users and redesigned the landing page to reflect that, with updates to illustrations, images, and copy.
Before
After
User Research
I sat down with current Trybe content creators to understand their biggest benefits and challenges from using the platform. A few key points stood out.
- They continued to use Trybe because it was easy.
- They wanted more chances within the app to upsell their subscribers into paid memberships, because making money was their top priority.
- It was also important for them to be able to organize all their workout programs in one place and have them continuously available for people.
I also needed to understand our target audience better, so I did a comprehension test with six non-Trybe users with the current landing page. They struggled to answer “What is Trybe?” “How does it work?” and “Why would I use this?” after seeing the page.
Explorations
Answering why would I use this?
I explored different ways to showcase Trybe’s value for content creators.
Option 1: Emphasizes getting paid, with product illustrations of how Trybe works
Option 2: Demonstrates how easy it is to use Trybe—record yourself & put it on the app
Option 3: Screenshots of the app show how you can grow your business with all your workouts organized in one place
Final
After getting feedback on each of these directions from the client team, here was the final design. This new version most clearly surfaced the benefits I uncovered from talking to users.
Mobile Version
Results
Results of initial comprehension testing with 9 new users revealed that all of them were able to:
- Understand the value proposition of Trybe for them
- Understand the perks and features
- Will sign up to learn more
I handed off the design to the client development team and it is being prioritized for the 2019 product roadmap.