Gymboree Play & Music

"Working with Ariel is an amazing, once-in-a-lifetime experience. She's a technology visionary, three steps ahead of everyone else in the room. She's a fountain of creative ideas. And she's genuinely one of the most fun, humble, open-minded, and enjoyable people you will ever meet."

Kathryn Campbell Global UX Research & Marketing Research Leader

Goals:
• Increase online class bookings by 20%
• Create digital Design System & SFMC templates

Context:
Gymboree Play & Music had just been acquired by South Korea’s Zeavion Holdings. They hired a small group of us to modernize the digital experience, hoping to boost class enrollment and per-capita spending.

Role:
Consultant hired to modernize design-system, migrate assets to Salesforce MC, create ad and website templates and conversion funnels as well as actual creation of collateral.

Approach:
Ensure our clients and end-user’s goals, fears and opinions were well understood as well as the competitive landscape. This included market research, conducting multi-role user interviews and then creating and discussing mock-ups and competitive analysis to ensure all stake holders were on board with next steps. Next step was to create rapid prototypes, conducted member and on-site interviews to ensure prototypes were meeting booking needs and processes. Utilized A/B testing for optimizing user interface designs. Leveraged iterative feedback loops for continuous improvement, aligning closely with Gymboree’s objectives and user needs.

Deliverables (on time & under budget)

We migrated Gymboree’s digital ecosystem to Salesforce Marketing Cloud including templates, marketing funnels and campaign designs. I designed and implemented new site templates which included updated approach to selecting time(s) for classes and a comprehensive revitalization of style-guide and asset libraries.

Results:
A 20% increase in online class bookings, reduced operational costs, and an improved site employee experience due to fewer phone inquiries.

Successfully designed and deployed client-endorsed templates & modernized design system for a unified, engaging brand across platforms.