How a Checkout Revamp and Brand Activation Campaign Drove Conversions, Boosted Member Acquisition, and Strengthened Trust

Orangetheory Fitness is one of the world’s leading HIIT workout franchises, trusted by millions of members for its science-backed training approach. But despite its global reputation, key aspects of its digital experience were falling short.

On one hand, the checkout process frustrated members who wanted to change their membership plans mid-checkout were forced to restart the entire process. On the other hand, the brand’s growth strategy required attracting new members through partnerships; however, their existing promotional pages weren’t effectively communicating value or leveraging partner credibility.

That’s where I came in. Contracting through a design agency, I was brought on to tackle both problems: first, to redesign the checkout flow for flexibility and ease of use, and second, to create high-impact promotional landing pages that could drive trust, engagement, and member acquisition.

Rigid Checkout Flow: Members who changed their minds mid-process had no way to adjust plans. Friction at this critical moment led to frustration, abandonment, and unnecessary drop-offs.

Weak Acquisition Messaging: Orangetheory wanted to expand its member base by leveraging brand partnerships, but the digital campaigns weren’t making full use of those collaborations. The messaging lacked clarity, and pages weren’t structured to convert first-time visitors into loyal members.

To solve these issues, I focused on rapid design interventions that balanced usability with brand storytelling.

For the checkout flow, I played the role of a user myself, running through Orangetheory’s online journey to pinpoint where friction was highest. From there, I created mockups exploring how a “Change Membership Plan” feature could be woven into the process without disrupting momentum.

For the promotional landing pages, the strategy was to build credibility and conversion from the very first second. We highlighted trusted partner logos upfront, streamlined the messaging to spotlight Orangetheory’s value proposition, and structured the layout to drive a single, clear action: join now.

Throughout the process, I collaborated closely with both the development team (for seamless handoff and implementation) and the marketing team (to ensure copy and design worked hand in hand).

The final designs delivered simplicity and impact on both fronts:

Checkout Flow Revamp → A discreet but powerful “Change Membership Plan” option was added directly into the process. This allowed members to revisit plan options without restarting, reducing frustration and maintaining checkout momentum.

Promotional Landing Pages → Visually compelling campaign pages featuring partner brand logos, clear messaging, and concise copy. The design balanced Orangetheory’s high-energy brand with credibility borrowed from household-name partners, boosting both trust and appeal.

Together, these initiatives reinforced Orangetheory’s digital presence. Not only smoothing internal flows but also expanding their reach into new customer segments.

The results spoke for themselves:

37% drop-off reduction in the checkout process after implementing the plan-change option.

10% increase in new member acquisition compared to the previous year, thanks to the partner landing pages.

23% boost in customer retention, as clear messaging and partner trust carried over into long-term engagement.

What started as two distinct problems became a unified win for both usability and marketing impact.

This project reinforced the importance of clarity and adaptability in digital design:

Small tweaks in checkout UX can have outsized effects on conversion rates.

Partnerships only work if the value is clear, and design plays a pivotal role in communicating that value quickly.

Collaboration between design, dev, and marketing is crucial when projects balance both experience and growth goals.

For me, it was proof that design isn’t just about making things look good, it’s about removing friction, building trust, and opening doors for growth.

If you’re looking to elevate your brand’s digital touchpoints, whether for conversions, credibility, or growth, let’s connect and make it happen.