Cross Sell Module
Introduction to Tunde Oyenyin
My Role: Creative and Art Direction
Problem:
Peloton needed a way to highlight Tunde as an inspirational instructor who wants to empower users. They wanted us to find a way to say “Tunde is here to help you show up and show out”
Idea:
We came up with an email blast and app cross sell module that gave a brief intro into who Tunde is, a quote to motivate, and a short list of her top classes other user’s take.
Results:
We saw an increase in users signed up for classes with Tunde.
Seasonal Badges
My Role: Creative and Art Direction
Peloton Year In Review
Problem:
Each year, Peloton sends out their yearly user recap. In the past, the users have asked for specific information to be included. However, Peloton was unable to find the sweet spot on what data was most useful vs a good marketing campaign.
Idea:
We pivoted the idea from just doing a data-heavy email to something where we used dynamic data collected from users. Setting up a robust if/else data filter, we were able to create an email that not only had good data, but was able to personalize the “badge” we sent that was more personalized to each user. Along with the badge, we input the instructor that user interacted with the most that year. Overall, there were a total of 24 badges: six for each of the four seasons with custom copy and a slight change in the illustrations and 44 instructor modules .
Results:
We had an average open rate of ~65% and click rates of ~4.5%. But the highlight was that we had overwhelmingly positive feedback across social media channels and was well received by Peloton members.
Cart-only
Cart with RTB’s
Problem:
Peloton wanted a way to include more relevant and personalized content to see if they could get an increase in engagement and conversions.
Idea:
The change came with an updated design and inclusion of specific information about what the user left in their cart. We took two approaches: cart-only and RTB’s. The cart only approach opened with a list of the items a user left in their cart. The RTB approach gave users some technical specs and benefits that the product they left in their cart can give them with their purchase.
Results:
We saw a 44% increase in Bike, Bike+, and Tread product and cart conversions over the previous designs.
My Role: Creative and Art Direction
Abandoned Cart Optimization