The Well
UX redesign for a modern wellness membership club, from gift card purchasing flows to member booking and profile management.
The Well
Product Designer
2022
Product Design · UX/UI
The Well is a membership-based wellness club for busy urban professionals in New York. They had a functional digital platform, but the UX was holding back the business — particularly around gift card sales (50% of online revenue) and member experience. They needed a design partner who could work fast, ship smart, and collaborate with their dev team.
The Well was looking for a design partner that would help them make their platform user friendly, simple and clear. We stepped in and collaborated closely with their development team to streamline and refine the implementation process.
Two problems, one platform
Gift cards represented half of online sales, but the purchase and redemption flow was unclear. Users couldn’t easily customize cards, didn’t trust the process, and frequently abandoned before completing purchases.
The member experience told a similar story. Booking was functional but not delightful. Profile management felt like an afterthought. For a premium wellness brand, the digital experience needed to match the quality of the physical space.
We designed The Well’s digital gift card experience
Following The Well’s brand guidelines, we enhanced their digital gift card purchasing experience. We created an intuitive and seamless user journey, enabling customers to purchase gift cards with trust and ease.
UX teardown & audit
Our approach began with a thorough assessment phase, where we identified The Well’s key challenges. We were able to prioritize and implement solutions that had the greatest immediate impact for users.
Customization
We transformed the cold, impersonal gift card process by introducing customizable designs and editable sender details and messages, making the gifting experience more delightful and personal to the user.
Credibility
Despite gift cards comprising 50% of online sales, their purchase and redemption process was obscure, leaving users with insufficient and non-intuitive information. This intricate flow eroded user trust, leading to a lack of confidence in making purchases.
Convertibility
Poor usability and unclear instructions led to many incomplete purchases, causing significant sales losses. By applying Nielsen’s heuristics, we improved the user experience, enabling users to easily and confidently complete their gift card purchases.
Of online revenue came from gift cards — the flow we redesigned
Membership web
We enhanced The Well’s member experience by introducing personalized features and expanding capabilities, notably refining the booking and profile management aspects.
Outcome
Improved gift card conversion rates by fixing usability issues that were causing significant sales losses. Enhanced member experience across booking and profile features.
The redesigned gift card flow directly addressed the conversion issues that were causing sales losses. Member platform improvements enhanced engagement across booking and content features. The design system — anchored in The Well’s Slate and Bone color palette — ensured visual consistency as the platform evolved.