ABC FINANCIAL
“Club Manager” Legacy Platform Modernisation at Scale
“Club Manager” Legacy Platform Modernisation at Scale
How I unified 5 fragmented product areas into a single design system across 19 engineering teams — enabling 50% YoY growth without rebuilding from scratch.
Problem
ABC Fitness Solutions' B2B club management platform addresses problem areas such as operational efficiency, legacy functionality, member experience, payment and billing management, data analytics and reporting, integration and compatibility, and scalability and customization.
Goal
Enhance operational efficiency, member experience, and financial management for fitness clubs, while also ensuring seamless integration, scalability, and customization capabilities to meet diverse customer needs.
Enhance operational efficiency, member experience, and financial management for fitness clubs, while also ensuring seamless integration, scalability, and customization capabilities to meet diverse customer needs.
Role
Lead Product Designer
Design Manager
Lead Product Designer
Design Manager
Responsibilities
Driving the product design strategy, gathering customer requirements, collaborating with cross-functional teams, and ensuring the successful development and delivery of a comprehensive and user-friendly club management solution that meets the needs of fitness clubs and enables efficient operations.
Driving the product design strategy, gathering customer requirements, collaborating with cross-functional teams, and ensuring the successful development and delivery of a comprehensive and user-friendly club management solution that meets the needs of fitness clubs and enables efficient operations.
1.
INTRODUCTION
The ABC Club Management aimed to address the challenges faced by fitness club owners in effectively managing their operations, member experiences, and financial processes.
With the goal of streamlining club management, the project focused on developing a comprehensive software solution that would provide fitness clubs with the tools to:
• optimize operational efficiency,
• enhance member experiences,
• simplify payment and billing processes.
By leveraging innovative technology and industry best practices, the project aimed to deliver a scalable and customizable platform that would meet the unique needs of fitness clubs, improve their overall management capabilities, and drive business growth.
• optimize operational efficiency,
• enhance member experiences,
• simplify payment and billing processes.
By leveraging innovative technology and industry best practices, the project aimed to deliver a scalable and customizable platform that would meet the unique needs of fitness clubs, improve their overall management capabilities, and drive business growth.
Team
I was part of a cross-functional team, working closely with the engineering manager and multiple delivery managers. Additionally, I took charge of hiring and managing a team of designers while also establishing design operation processes.
Timeline
The first version of club management software by ABC Financial was established in 1981. Currently, the user base includes 16,000 clubs, with 25M+ members. I worked with a product for a year from 2020 to 2021.
2.
PROBLEM
STATEMENT
STATEMENT
DATATRAK (IGNITE)
USER INTERFACE
USER INTERFACE
At first, I talked to users and reviewed user feedback. It helped to identify the main user pain points:
Cumbersome and not user-friendly
Users found the software to be cumbersome and not intuitive, which indicates a lack of user-friendly design and navigation.
Users found the software to be cumbersome and not intuitive, which indicates a lack of user-friendly design and navigation.
Outdated program and slow updates
Several users mentioned that the software felt outdated and had slow system updates, suggesting a need for modernization and timely software upgrades.
Several users mentioned that the software felt outdated and had slow system updates, suggesting a need for modernization and timely software upgrades.
Poor reports and inadequate tech support
Users expressed dissatisfaction with the quality of reports generated by the software and the level of technical support provided, indicating a need for improvement in these areas.
Users expressed dissatisfaction with the quality of reports generated by the software and the level of technical support provided, indicating a need for improvement in these areas.
DataTrak
Bugs and freezing issues
Some users experienced frequent software freezes and encountered bugs, highlighting stability and reliability issues that need to be addressed.
Some users experienced frequent software freezes and encountered bugs, highlighting stability and reliability issues that need to be addressed.
Lack of retention component and outdated appearance
One user mentioned a lack of a retention component, indicating a potential need for features focused on member retention. Additionally, the software was perceived as old-fashioned in appearance.
Overall, the problems reported revolve around usability, performance, modernization, technical support, and the need for better reporting capabilities. Improving these aspects would enhance the user experience, streamline operations, and provide more value to fitness clubs using ABC IGNITE.
IGNITE (updated DataTrak)
3.
DISCOVERY AND
RESEARCH
RESEARCH
USER
RESEARCH
RESEARCH
We don't have a user researcher on the team, so it was my responsibility. Initial user testing helped to identify user personas — Front Desk User, Trainer, and Club Manager (or owner) are the most common. Lately working on multi-tenancy functionality there was added — An organization owner (multiple clubs owner), Brend manager (franchise manager), and LDAP (internal support staff).
I used a mix of qualitative and quantitative methods to gather both subjective feedback and measurable data. Conducted in-club interviews and observation sessions, followed by surveys.
Based on the research findings, I prioritize the identified issues and opportunities. Collaborating with the development and design teams to translate the insights into actionable improvements.
BUSINESS
USER NEEDS
USER NEEDS
Looking for a solution for club management in the fitness industry. Capable of supporting fitness chains and small clubs.
• Flexible Billing
• Clear Member Management
• Subscription-based catalog
• Quick staff onboarding
• Flexible Billing
• Clear Member Management
• Subscription-based catalog
• Quick staff onboarding
END-USER
NEEDS
NEEDS
A young person, doing a part-time job. Typically works in the position for less than a year.
• Easy to learn
• Mistake-proof UI
• Fast-to-respond UI
• Easy to learn
• Mistake-proof UI
• Fast-to-respond UI
DESIGN
SYSTEM
SYSTEM
Implementation of a design system on its own improved user experience and made the product's appearance cohesive.
Including consistent UX across products, increased efficiency and productivity through reusable components, faster iteration and prototyping, and scalability to accommodate future growth.
It also promoted collaboration and communication among teams, ensured brand and user experience alignment, and streamlined maintenance and updates. These advantages contribute to improved usability overall, faster development cycles, and a cohesive and memorable brand identity.
MEMBER
PROFILE
PROFILE
The first iteration of the member profile page
Member Profile in a dark color scheme
4.
0-TO-1
CLUB MANAGEMENT
SYSTEM
SYSTEM
Classes scheduling was the first 0-to-1 functionality that I was working on. It was requested by the company's biggest client (one of the biggest US fitness chains).
Business requirements were: POS, Classes, Scheduling, Member check-in, Member Management, Catalog, Amenities, and Staff Management. Mobile-first, custom branding.
Business requirements were: POS, Classes, Scheduling, Member check-in, Member Management, Catalog, Amenities, and Staff Management. Mobile-first, custom branding.
WORKAROUND
ANALYSIS
ANALYSIS
Workaround analysis provides valuable insights into user pain points and frustrations. By understanding the workarounds users resort to, I gained a deeper understanding of the challenges they face and the obstacles they encounter while using the product.
It helped identify gaps and deficiencies in the existing product or process. By analyzing workarounds (which are temporary solutions or alternative methods used by users to overcome limitations or issues), I was able to uncover areas where the product may fall short of meeting user needs or expectations.
CLASS ENTITIES
CONNECTION
CONNECTION
The initial project I worked on involved creating a class scheduling feature from scratch. This was a request made by our largest client, a major fitness chain in the US.
First, I analyzed the expectations of both customers and users and then I focused on identifying entities and understanding their dependencies. This process aided me in creating the initial wireframes, which were later utilized as presentation materials for key stakeholders. Due to the additional resources available, we opted to develop a functional prototype to showcase the full potential of the system to the client.
First, I analyzed the expectations of both customers and users and then I focused on identifying entities and understanding their dependencies. This process aided me in creating the initial wireframes, which were later utilized as presentation materials for key stakeholders. Due to the additional resources available, we opted to develop a functional prototype to showcase the full potential of the system to the client.
5.
MULTI
TENANCY
TENANCY
IDENTIFYING
ORG-STRUCTURE
ORG-STRUCTURE
Multi-tenancy and branding support was one of the most challenging parts of functionality. It poses significant challenges due to the complexity of data isolation, customization, update management, performance optimization, and client-specific requirements.
Customization
Each client has unique preferences, workflows, or business rules that require customization or configuration. Balancing the level of customization while maintaining a standardized core software is a delicate task, requiring effective communication, collaboration, and clear documentation to ensure client satisfaction and minimize conflicts or misunderstandings.
Due to those changes, the system must be able to handle the increased load, maintain responsiveness, and deliver a consistent user experience. Implementing efficient resource allocation, caching mechanisms, and optimization techniques becomes crucial to ensure high performance across all tenants.
Data Security
Ensuring data isolation, security, and customization. Implementing this functionality requires robust architecture and data management strategies to ensure that each client's data is segregated and protected while maintaining performance and scalability.
Overcoming these challenges requires careful planning, robust architecture, modular design principles, efficient resource management, and effective communication with clients. However, by addressing these challenges, a software solution can provide a scalable, customizable, and branded experience to multiple clients, enhancing their satisfaction and enabling business growth.
Customization
Each client has unique preferences, workflows, or business rules that require customization or configuration. Balancing the level of customization while maintaining a standardized core software is a delicate task, requiring effective communication, collaboration, and clear documentation to ensure client satisfaction and minimize conflicts or misunderstandings.
Due to those changes, the system must be able to handle the increased load, maintain responsiveness, and deliver a consistent user experience. Implementing efficient resource allocation, caching mechanisms, and optimization techniques becomes crucial to ensure high performance across all tenants.
Data Security
Ensuring data isolation, security, and customization. Implementing this functionality requires robust architecture and data management strategies to ensure that each client's data is segregated and protected while maintaining performance and scalability.
Overcoming these challenges requires careful planning, robust architecture, modular design principles, efficient resource management, and effective communication with clients. However, by addressing these challenges, a software solution can provide a scalable, customizable, and branded experience to multiple clients, enhancing their satisfaction and enabling business growth.
SUPPORTING COMPLEX
ORGANIZATION STRUCTURES
ORGANIZATION STRUCTURES
Managing multiple fitness franchises from a single software is challenging due to the varying needs and requirements of each franchise, complex data management, the need for brand consistency, scalability considerations, and effective coordination among stakeholders. Overcoming these challenges requires a flexible and customizable software solution, robust data management capabilities, strong communication channels, and a deep understanding of the unique aspects of each franchise within the organization.
Each fitness franchise has its own unique business processes, workflows, and requirements. These differences can range from membership management, class scheduling, pricing and catalog structures, branding, staff management, and reporting. Accommodating these variations and ensuring that the software meets the specific needs of each franchise while maintaining a centralized management approach can be complex.
Using visualization techniques has been extremely helpful in solving this problem and simplifying presentations for stakeholders and clients.
6.
LEGACY
FUNCTIONALITY
FUNCTIONALITY
MANUAL
NOTES
NOTES
During my work on the Notes feature, I found that certain aspects of the logic had remained unchanged since the 1980s. For instance, there was a compulsory field for error codes that contained numerous outdated codes. Support users had to memorize these codes as there was no search function available, and the reasons for requesting support were coded. Unfortunately, many of these codes were no longer applicable, yet operators still had to commit them to memory and utilize them.
I recognized the need to modernize and streamline these outdated functionalities, to improve the user experience and efficiency of the system.
I recognized the need to modernize and streamline these outdated functionalities, to improve the user experience and efficiency of the system.
Functionality usage
TURNING MANUAL NOTES
INTO ACTIONS
INTO ACTIONS
Work on legacy codes led to a complete change of notes functionality. I decided to transition from manual notes to actionable alerts. It has several reasons.
1. Actionable alerts ensure that important information is not missed by providing proactive notifications to users. This eliminates the reliance on users to manually review notes and improves overall efficiency.
1. Actionable alerts ensure that important information is not missed by providing proactive notifications to users. This eliminates the reliance on users to manually review notes and improves overall efficiency.
2. Those alerts will pop up when a member who requires action is checking into the club. So the user may solve it with a member right away.
3. Actionable alerts help prioritize tasks by highlighting critical notes and ensuring that high-priority items receive prompt attention. This improves productivity and ensures that crucial actions are taken in a timely manner.
4. Transitioning to actionable alerts aligns with the trend of automation and intelligent systems, providing a user-friendly experience and reducing manual efforts.
Overall, this decision brings improved productivity, better task prioritization, and a streamlined user experience to the notes functionality.
Overall, this decision brings improved productivity, better task prioritization, and a streamlined user experience to the notes functionality.
Contact Data Validation
Ensuring accurate contact information is vital for collecting payments. However, the previous method of validation had some false positives. Thus, I improved the process to make it easier to identify and fix any invalid data. As a result, the new solution is more effective.
Ensuring accurate contact information is vital for collecting payments. However, the previous method of validation had some false positives. Thus, I improved the process to make it easier to identify and fix any invalid data. As a result, the new solution is more effective.
PAYMENT
INFORMATION FORM
INFORMATION FORM
reviewing competitors' solutions as part of the discovery process is important as it provides insights into the competitive landscape, facilitates benchmarking, inspires innovation, helps in understanding customer expectations, and assists in risk assessment. By leveraging this information, product managers can make informed decisions, differentiate their products, and position them effectively in the market.
Final view of the "Add payment method" screen
7.
EXPANSION
Opportunity
Opportunity
MEMBER/PAYER
PERSONAS
PERSONAS
As I worked on the Member profile, I began researching to gain a better understanding of the different personas we need to cater to in order to accommodate all possible scenarios. During this exploration, I identified a potential opportunity for a horizontal expansion strategy.
NEW MEMBER TO
PAYER CONNECTION
Old entities' connection was done in a very strict way. These connection limitations in the old system restrict its possibilities and hinder business growth. By reviewing and updating this aspect, the system can unlock new business opportunities and expand its capabilities.
Improving the connection of entities allows for greater flexibility and adaptability. The old strict connection was limiting the system's ability to integrate with external systems, APIs, or third-party services. By revising this, the system can leverage new technologies, integrate with other platforms, and enhance functionality, enabling horizontal expansion and collaboration with external partners.
A more flexible entity connection enables scalability and future growth.
As the business evolves, it may require additional features, modules, or integrations. By addressing the limitations of the old connection, the system becomes more adaptable to evolving business needs, accommodating expansion into new markets or offering additional services.
As the business evolves, it may require additional features, modules, or integrations. By addressing the limitations of the old connection, the system becomes more adaptable to evolving business needs, accommodating expansion into new markets or offering additional services.
Revamped entity connection sets the foundation for innovation and continuous improvement.
By opening up possibilities for integrating new technologies or exploring emerging trends, the system becomes more agile and capable of keeping up with industry advancements. This positions the business for future success and competitive advantage.
By opening up possibilities for integrating new technologies or exploring emerging trends, the system becomes more agile and capable of keeping up with industry advancements. This positions the business for future success and competitive advantage.
8.
COLLABORATION
AND ALIGNMENT
AND ALIGNMENT
Managing
Design Team
Design Team
The primary point of contact for design
Establishing strategy and prioritization
Improving ways of working
Coordination and quality control
Empowering designers for optimal performance
Team
Processes
Processes
I brought a new level of focus on product discovery and user empathy to the team. I encouraged my colleagues to take a step back and thoroughly research the root causes of user problems. This approach has helped to produce more effective roadmaps and prevent unnecessary development costs.
The image to the right is an example of one of my research artifacts, an exploration of user personas. This research was a critical aspect of my efforts to enhance the team's processes and improve the overall user experience of our products.
Working with
Limited Resources
Limited Resources
I faced challenges with limited resources and a lack of maturity in defining design problems.
To overcome these challenges, I took a multi-step approach to define and validate design problems. This included: collecting user support requests, interviewing customer support personnel, analyzing available data, conducting in-person user interviews, and prototype testing.
Using this comprehensive approach, I ensured that the design solutions were effective and well-informed.
Design
As a design manager, I held weekly team meetings to ensure that our focus remained on the user and that each team worked cohesively to deliver high-quality results. This was a regular part of our routine.
Support
I relied on the support team as my primary point of contact. We collaborated to identify and validate my job-to-be-done goals, and they assisted me with hypothesis testing. I valued their feedback and made necessary adjustments to enhance the launch strategy and execution. Additionally, they played a crucial role in evaluating the product launch after it was executed.
Legal
Because ABC is legally a bank, we have to stay compliant with regulations. I was proactively looking for their input to ensure all necessary legal documentation, disclaimers, and compliance requirements were in place.
I engage them early to review marketing materials, terms of service, privacy policies, and any other legal aspects related to the product launch.
Marketing
I ensure that my team's perspectives and requirements are taken into consideration by involving them in discussions, planning, and decision-making. We keep open lines of communication between teams through regular meetings, emails, and collaboration tools such as Figma and Miro. To promote transparency and keep everyone informed about our product launch, I share updates, progress, and challenges.
As a design manager, I held weekly team meetings to ensure that our focus remained on the user and that each team worked cohesively to deliver high-quality results. This was a regular part of our routine.
Support
I relied on the support team as my primary point of contact. We collaborated to identify and validate my job-to-be-done goals, and they assisted me with hypothesis testing. I valued their feedback and made necessary adjustments to enhance the launch strategy and execution. Additionally, they played a crucial role in evaluating the product launch after it was executed.
Legal
Because ABC is legally a bank, we have to stay compliant with regulations. I was proactively looking for their input to ensure all necessary legal documentation, disclaimers, and compliance requirements were in place.
I engage them early to review marketing materials, terms of service, privacy policies, and any other legal aspects related to the product launch.
Marketing
I ensure that my team's perspectives and requirements are taken into consideration by involving them in discussions, planning, and decision-making. We keep open lines of communication between teams through regular meetings, emails, and collaboration tools such as Figma and Miro. To promote transparency and keep everyone informed about our product launch, I share updates, progress, and challenges.
USER
FEEDBACK
FEEDBACK
There is a piece of feedback that I recall vividly. It was received following the release of an updated Member profile feature.
"It’s like switching from Android to an iPhone.
At first, it’s unfamiliar and new but when you start using it you see how everything is thought through. And you don’t understand how lived before"
"It’s like switching from Android to an iPhone.
At first, it’s unfamiliar and new but when you start using it you see how everything is thought through. And you don’t understand how lived before"
9.
LAUNCH
AND RESULTS
AND RESULTS
PRODUCT
LAUNCH
LAUNCH
Once we had established our launch objectives and crafted a comprehensive launch plan, we confidently proceeded to conduct extensive market research and conducted a thorough analysis of our competition.
This process helped us to create messaging that powerfully resonated with our audience and established an exceptionally strong brand positioning. We then expertly implemented a range of highly effective marketing and communication strategies, expertly enabling our sales teams and ensuring that our customer support was fully equipped and ready to go.
Throughout the entire launch process, we continuously monitored our progress by expertly measuring our KPIs and gathering expert post-launch feedback to ensure our complete and resounding success.
LESSONS
LEARNED
LEARNED
The importance of conducting thorough user research and gathering user feedback throughout the development process. This helps to identify pain points, prioritize features, and ensure the product meets the needs of the target audience.
The significance of effective cross-functional collaboration and communication. Working closely with teams from marketing, legal, support, and other departments ensures alignment and a coordinated effort toward a successful product launch.
The value of iterative development and continuous improvement.
Regularly gathering customer feedback and conducting post-launch analysis allows us to make data-driven decisions, address issues, and enhance the product based on user needs and market trends.
The need for agility and adaptability in a competitive market.
Responding quickly to customer demands, technological advancements, and market changes is crucial to staying ahead and providing a relevant and competitive product.
These lessons have shaped our approach to product development, emphasizing the importance of user-centricity, collaboration, continuous improvement, and adaptability in delivering successful products.
CONCLUSION
Working on the ABC Fitness Solutions "Club Manager" has provided valuable insights and lessons in product management. The product's problem areas, such as cumbersome interfaces, poor reports, and inadequate tech support, have highlighted the need for continuous improvement and user-centric design. User feedback and market research have played a pivotal role in understanding customer needs and shaping the product roadmap.
Implementing a design system
Conducting user research has proven to be an effective strategy for enhancing the product's usability and user experience. Collaboration with different competencies, including marketing, legal, and support, has been crucial in aligning efforts and ensuring a successful product launch.
Implementing a design system
Conducting user research has proven to be an effective strategy for enhancing the product's usability and user experience. Collaboration with different competencies, including marketing, legal, and support, has been crucial in aligning efforts and ensuring a successful product launch.
The introduction of new features
Such as actionable alerts and multi-tenancy with branding support, have opened up new business opportunities and addressed previous limitations. However, challenges in managing multiple fitness franchises and integrating diverse systems require ongoing innovation and adaptation.
Such as actionable alerts and multi-tenancy with branding support, have opened up new business opportunities and addressed previous limitations. However, challenges in managing multiple fitness franchises and integrating diverse systems require ongoing innovation and adaptation.
Importance of market analysis
Through this project, we have learned the importance of market analysis, competitor research, and workarounds analysis to stay ahead of the competition. The implementation of a member profile functionality has greatly benefited the system by improving customer management and personalization.
Through this project, we have learned the importance of market analysis, competitor research, and workarounds analysis to stay ahead of the competition. The implementation of a member profile functionality has greatly benefited the system by improving customer management and personalization.
