CLIENT: DAVID LLOYD
PROJECT TYPE: WEBSITE
ROLE: DESIGNER (AT PRECEDENT AGENCY)
David Lloyd are a premium leisure brand with members across the country, but their digital presence was lacking quality.
David Lloyd Leisure approached us to help plan out their digital future, tethered around a new responsive website, that would cement their reputation as a premium, forward thinking brand. The website would need to engage users, guide prospective members towards joining a club and aid existing member retention.
We began to look at the David Lloyd strap-line 'Life. Be Fit For It.' and the promise it holds, it's not simply offering to help the customer lose weight for a holiday or play in to diet fads, its suggesting itself as a partner for long-term health, fitness and quality of life. We noticed a trend for creating Fitness Bucketlists online, a set of goals to achieve in your lifetime, and this resonated with the David Lloyd promise. We decided that a site based around content, recommendations, exercise plans etc tailored to a users specific life goals would make it a trusted resource and promote regular visits, show prospective members that they're fitness experts as well as aiding member retention by making sure they feel unique and valued.
Making it happen
We looked at their main audience groups and identified that they fell into 5 main categories that we could attribute some general health and fitness goals to. We proposed that customers would want to achieve goals based around strength, muscle tone, relaxation, health and endurance. On top of these we could add specific life stage goals (spend time with the kids, lose weight for a wedding, recover after injury etc) and encourage users of the site to set their choice of these goals for themselves. The DMS in the Content Management system would then know to display information and promotions relevant to achieving that goal.
These goals could be used to run targeted campaigns at specific times of year, drawing users onto tailored landing pages from newspaper adverts or promotional web banners.
By looking at typical personas and their goals the David Lloyd team could also gain valuable insight into how they can help keep them as a member, eg a 28 year old career girl who's goals are to socialise and lose weight for a holiday might be interested in a Personal Training session deal or an offer to bring a friend to the club to use the spa.
The digital experience
The website encourages the user right up front to set their goals and offers landing pages tailored to helping them rise to the challenge.
David Lloyd have a strong history in tennis and their racquets clubs give customers the opportunities to play on match quality indoor and outdoor courts. It was important for them to continue to promote this as their USP but there needed to be equal weighting to their other facilities. To achieve this we created two levels of navigation under the 'At David Lloyd' section of the site which break each type of activity down to its component sports.
With over 80 clubs in the UK and abroad the site needed an intuitive and easy to use Club area for users to search for their nearest facilities. The user can search by postcode or browse a map, ensuring that whether they're searching for a club near home or one they can attend while on holiday they'll be able to find what they're looking for.
Each Club is broken down using tabbed navigation to show details like timetables and team profiles and as a logged in member your Club page becomes a dashboard for all your need to know information.