I was Life Time's first hire as part of a new wave of talent brought in to reform the internal agency in 2010. I held various senior and director-level design roles over the span of 8 years.
My passion for digital, natural inclination for UX thinking drove my participation, leadership and eventual role as digital design director. The following is a select group of digital projects I was part of during this time.
Roles while at Life Time
Digital Design Director
Senior Digital Designer
Senior Art Director
Teams
UX
Marketing
Technology / Development
Year
2013-2017
Digital design system
As Life Time's digital footprint was beginning to expand, the team set out to build a foundational design system to build upon.
With the traditional side of the brand and marketing continuely evolving, we stripped the brand system down for digital applications — adding responsive behaviors, interactions, error states, etc to components and patterns.
As the agencies Digital Design Director during the creation and maintanence of the system, I partnered with two designers on the digital team (Jeremy Elder and Mike Litecky) to build internal buy-in.
Buy-in from Life Time's technology/development team eventually led to the development of a coded pattern library. Its adoption and momentum led to the sunsequent naming (Core) and light branding of the system. During the growth and evolution of the system, my role shifted to ensuring consistency and collaboration across the growing array of digital projects we worked on.
My Project Role
Design Director
Periodically lead designer
Periodically UI designer
Collaborative UX’er
Member web site
The digital design team worked with UX, marketing and development teams for 2+ years to roll out hundreds of responsive, club specific site pages for the Life Time's primary site.
Life Time's primary web site delivers 1 million+ members functional and engaging content in additional to acting as the primary acquisition funnel for prospects. Each Life Time club comes with it's own set of class schedules, services and amenities.
Meeting member needs was predicated on giving them a club-specific experience. Location-specific class schedules could be viewed via a range of broad range of criteria to meet the needs of every member.
My Project Role
Design Director
Periodically lead designer
Periodically UI designer
Collaborative UX’er
Personal training bios
Personal training is a significant revenue generator for Life Time. Yet, less than 5% of all members hired a personal trainer.
The rise of Life Times member engagement through digital channels created an opportunity to develop an alternative to traditional trainer sales tactics.
Through filtered search, detailed personal trainer bio pages and a member survey, we set out to create better member/trainer matches to lower trainer attrition rates and improve member's PT results.
My Project Role
Design Director
Collaborative UX’er
Prospect Web Site
I led a dedicated design team during an 8 month sprint to replace a static, non-responsive site.
In collaboration with Life Time development and marketing teams teams, we created unique club pages and multi-level program and class pages.
My Project Role
Design Director
Periodically lead designer
Periodically UI designer
Collaborative UX’er