Design Thinking Innovation Track
Market Challenges Driving Change
A board directive called for increased customer-centricity to counteract and reverse downward trends in membership quality, sinking engagement, declining revenues
Methodical Customer Insights Experience Strategy
Building a foundation of customer-centric thinking with segmentation, defining focus areas, jobs-to-be-done insights & qualitative interviews, value proposition & concept workshops, experience and story mapping, and implementing key measurement to track performance
Historical Highs in Marketing
New Audience Strategy and Messaging framework delivered + 80% ROAS, +46% MAU
Multi-year Product Innovation Roadmap
Seven new white space products grounded in consumer goals; mitigating investment risk & build what customers want
