Life Time Digital Design Direction

I was Life Time's first hire as part of a new wave of talent brought in to reform the internal agency in 2010. Over the span of 8 years, I held various senior-level roles.

My passion for digital, natural inclination for UX thinking led to my 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

Team Collaboration

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, the digital design team stripped the brand system down for digital applications — defining responsive behaviors and interactions for components.

Senior designers Jeremy Elder and Mike Litecky led hands-on design and were instrimental in Life Time's technologies eventual buy-in on the system. Its adoption and the development of a coded pattern library 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