Yoga Joint
Custom Mobile App
Role: Lead UX Writer & Content Designer
Project Timeline: 2020—2025/26
The Challenge
In 2020, Yoga Joint embarked on a major rebrand intended to position the company as a competitive alternative to major yoga studios and fitness chains in South Florida. At the same time, the company faced an immediate necessity to digitize the business as the world went into lockdown.
After building out a sleek new website focused on digital content and usability, we directed our efforts toward creating a custom app that could serve as a unified digital ecosystem and provide a comprehensive, on-demand home experience.
Phase 1: The Transition
The Focus: Designing a frictionless interface for a newly launched video-on-demand library.
UX Goal: Keeping messaging hyper-clear and reassuring during a high-stress global transition, ensuring members could access classes easily and for free.
Phase 3: Sensitive UX Design
Intelligent Placement: To ensure a positive experience for new members and prevent drop-off, the app automatically places first-time class attendees on mats closest to the instructor for extra support.
Lifecycle Support: Backed the structural placement with a highly targeted automated email flow, featuring a video from the co-founder explaining why proximity ensures a safer, more supportive first class.
Phase 5: Social Features
Mat Sharing: Introduced a social ecosystem. Users received a push notification when a friend booked a spot, using a custom icon on the mat matrix to them to choose adjacent spaces.
Public Profiles & Progress: Engineered a public/private profile system with shareable milestone badges and seasonal challenges to gamify consistency and minimize churn.
Phase 2: The Booking System
Class Scheduling: Built automated check-ins and live booking flows for a seamless transition back to in-studio classes.
‘Reserve a Mat’ Feature: Microcopy for a custom interface allowing members to claim their preferred location in the room.
Phase 4: Gamification
Refer-a-Friend Flow: Introduced the ‘Refer a Friend’ program and designed an end-to-end milestone tracking interface within the app. Members earn $100 in YJ credit every time a referral signs up for at least 90 days.
The Result: Returned $100k in user credit & unlocked over $500k in projected lifetime member value (LTV), tracked via a custom HubSpot dash.
