Client: Les Mills International

Les Mills+ Coach Landing page

Role
Lead Product Designer
TEAM
Design, Engineering, Product, Marketing, Growth, QA
Platform
iOS, Android

Client: Les Mills International
Role: UX Lead
Project Phases: 2023
Platforms: Web

Energetic woman in black workout clothes jumping with one arm raised against a white background with large faint text reading 'COACH'.
01 — Overview

Overview

RMS is one of the world's fastest-growing property management platforms, used by holiday parks, caravan resorts, hotels, and specialist facilities across 70 countries.
For physical sites — campgrounds, caravan parks, glamping resorts — letting guests choose their exact spot is core to the booking experience. The old map system was broken. I was brought in to replace it entirely.
The solution shipped globally. Retention improved for properties using the maps feature. The prototype became an active sales tool to win new customers.

LM+ COACH was a new digital initiative designed to strengthen the relationship between Les Mills instructors and customers. While many competitors focused on one-way video streaming, the opportunity here was to create a more personal, outcome-driven experience that combined digital efficiency with human connection.

My role was to design the landing experience and define the full end-to-end user flow, from first trigger through to in-app usage.

Venn diagram showing roles of Tech Lead (feasibility), Product Manager (viability), Lead Designer (desirability), and Marketing Brand with role descriptions.
01 — Overview

The Problem

RMS is one of the world's fastest-growing property management platforms, used by holiday parks, caravan resorts, hotels, and specialist facilities across 70 countries.
For physical sites — campgrounds, caravan parks, glamping resorts — letting guests choose their exact spot is core to the booking experience. The old map system was broken. I was brought in to replace it entirely.
The solution shipped globally. Retention improved for properties using the maps feature. The prototype became an active sales tool to win new customers.

Digital fitness platforms are effective at delivering content, but they often struggle to replicate the motivation, accountability, and connection people feel with a real instructor.

From a business perspective, the challenge was clear:
How could we create a differentiated experience that prioritised relationships, personalisation, and results — without increasing complexity or delivery time?

The experience needed to communicate value quickly, feel human rather than automated, and convert interest into meaningful engagement.

01 — Overview

My Role

RMS is one of the world's fastest-growing property management platforms, used by holiday parks, caravan resorts, hotels, and specialist facilities across 70 countries.
For physical sites — campgrounds, caravan parks, glamping resorts — letting guests choose their exact spot is core to the booking experience. The old map system was broken. I was brought in to replace it entirely.
The solution shipped globally. Retention improved for properties using the maps feature. The prototype became an active sales tool to win new customers.

I led the project end to end, owning experience strategy, flow design, and cross-functional alignment across brand, marketing, and engineering. The project ran on a tight 3–4 week timeline, requiring fast decision-making and clear ownership.

Userflow

Flowchart showing customer journey from landing page to product selection, payment via Stripe, and Coach app download with key for flowchart symbols.
01 — Overview

Key Insight

RMS is one of the world's fastest-growing property management platforms, used by holiday parks, caravan resorts, hotels, and specialist facilities across 70 countries.
For physical sites — campgrounds, caravan parks, glamping resorts — letting guests choose their exact spot is core to the booking experience. The old map system was broken. I was brought in to replace it entirely.
The solution shipped globally. Retention improved for properties using the maps feature. The prototype became an active sales tool to win new customers.

The opportunity wasn’t to compete on features or content volume.It was to make customers feel seen, guided, and supported — even within a digital product.

Human connection, when designed intentionally, could become a meaningful differentiator.

01 — Overview

Hierarchy and information architecture

RMS is one of the world's fastest-growing property management platforms, used by holiday parks, caravan resorts, hotels, and specialist facilities across 70 countries.
For physical sites — campgrounds, caravan parks, glamping resorts — letting guests choose their exact spot is core to the booking experience. The old map system was broken. I was brought in to replace it entirely.
The solution shipped globally. Retention improved for properties using the maps feature. The prototype became an active sales tool to win new customers.

Questions

  • What is the primary goal of the landing page?
  • Who is the target audience?
  • What value or solution does the landing page offer?
  • What is the story and what is the order?
  • What’s important and in what order to the user when scrolling?
Hand-drawn website wireframe on left showing sections labeled Header, Features and Form, Social Proof, Video, Gallery, Footer; right side lists corresponding LF Wireframe Hierarchy: Les Mills Coach Value Proposition, Expert Coaches Who We Are, How It Works?, What You Get, Customer Reviews, Prices, FAQ, Footer.
01 — Overview

Pattern library & Dev Handover

RMS is one of the world's fastest-growing property management platforms, used by holiday parks, caravan resorts, hotels, and specialist facilities across 70 countries.
For physical sites — campgrounds, caravan parks, glamping resorts — letting guests choose their exact spot is core to the booking experience. The old map system was broken. I was brought in to replace it entirely.
The solution shipped globally. Retention improved for properties using the maps feature. The prototype became an active sales tool to win new customers.

I created a pattern library for the lead developer to ensure consistency, improve efficiency, streamline collaboration, and maintain a cohesive user experience.

01 — Overview

The Solution

RMS is one of the world's fastest-growing property management platforms, used by holiday parks, caravan resorts, hotels, and specialist facilities across 70 countries.
For physical sites — campgrounds, caravan parks, glamping resorts — letting guests choose their exact spot is core to the booking experience. The old map system was broken. I was brought in to replace it entirely.
The solution shipped globally. Retention improved for properties using the maps feature. The prototype became an active sales tool to win new customers.

The experience was designed to prioritise clarity, momentum, and trust.

Key decisions included:

  • Leading with outcomes rather than features
  • Simplifying the path from interest to action
  • Reducing cognitive load to help users engage with confidence

Complexity was deliberately removed in favour of a clear, focused journey.

01 — Overview

Impact

RMS is one of the world's fastest-growing property management platforms, used by holiday parks, caravan resorts, hotels, and specialist facilities across 70 countries.
For physical sites — campgrounds, caravan parks, glamping resorts — letting guests choose their exact spot is core to the booking experience. The old map system was broken. I was brought in to replace it entirely.
The solution shipped globally. Retention improved for properties using the maps feature. The prototype became an active sales tool to win new customers.

The product launched successfully to the Les Mills customer base:

  • Strong early conversion
  • Profit generated within the first week
  • Validated human connection as a viable digital differentiator

Designs

Les Mills Coach digital workout program displayed on a MacBook Pro, smartphone, and smartwatch, featuring a person on a stationary bike and motivational messages.
Three smartphones showing a fitness coaching website with expert coach profile, package pricing, and a 30% discount offer.
Screenshots of LES MILLS COACH digital workout platform displayed on a laptop and tablet, featuring expert coaches, customized workout plans, progress tracking, pricing packages, and FAQ sections.
Energetic female fitness coach jumping with arm raised, promoting Les Mills+ Coach customized workout program.
Side-by-side webpage screenshots showing Les Mills Coach online fitness program with expert coach profiles, workout plans, progress tracking, testimonials, pricing packages, and FAQs.

Designs

Les Mills International

LM+ Onboarding and App Store

Role
Lead Product Designer
TEAM
Design, Engineering, Product, Marketing, Growth, QA
Platform
iOS, Android

Client: Les Mills International
Role: UX Lead
Project Phases: 2021 & 2023
Platforms: Web, iOS, Android

01 — Overview

Designing for Personalisation

Les Mills+ is a subscription fitness app with over 1,500 workouts, world-class instructors, and a global community of 400,000+ members. When users downloaded the app, they landed in a generic experience that didn't reflect their goals, fitness level, or preferences. Content wasn't personalised. The homepage felt random. The App Store screenshots didn't tell a story.
The result was predictable: users dropped off before they ever found a reason to stay.
This project had two goals. Redesign the App Store presence to convert interest into downloads. Then redesign the onboarding experience to convert downloads into engaged, retained users, personalised from the very first screen.

Human connection is a valuable proposition for building relationships between instructors and customers. Most of our competitors focus on streaming video, which leaves a gap in the market for creating that connection. How can we achieve this digitally? Driven by marketing, the key focus points are relationships, customisation, and results.

02 — The Problem

No Personalisation. No Retention.

The LM+ had no way of knowing what a new user actually wanted. Every customer landed on the same fitness goal dashboard. There was no personalisation layer. No onboarding survey. No sense that the app understood them.
The App Store screenshots compounded the issue. Screens felt random, key features were missing, and there was no language or style connection to the LM+ brand. Data confirmed users weren't engaging, and drop-off rates were high.

Human connection is a valuable proposition for building relationships between instructors and customers. Most of our competitors focus on streaming video, which leaves a gap in the market for creating that connection. How can we achieve this digitally? Driven by marketing, the key focus points are relationships, customisation, and results.

Human connection is a valuable proposition for building relationships between instructors and customers. Most of our competitors focus on streaming video, which leaves a gap in the market for creating that connection. How can we achieve this digitally? Driven by marketing, the key focus points are relationships, customisation, and results.

03 — research and discovery

Two briefs, two research tracks

App Store: Competitor analysis across Nike Training Club, Fiit, Centr, and Headspace. Four principles emerged: videos under 30 seconds, 5 to 6 words per screen, minimal colour, language that sells the experience not the feature list.

NTC led with instructor identity. Headspace led with emotion. Every competitor had a clear narrative thread. LM+ had none.

Onboarding: Reviewed leading fitness apps for onboarding patterns. Five stood out: user-centric questions, short flows, interactive elements, personalisation from initial data, and seamless sign-up integration.

Tested low-fidelity prototypes in Figma and ran a Maze.co survey with real LM+ customers across seven questions covering fitness background, goals, frequency, and equipment.

Three things flagged for improvement: component spacing, placement of interactive elements, and simpler language.

04 — DEsign Process

Six weeks. No shortcuts.

App Store storytelling: Working with marketing, brand, and stakeholders, I mapped the narrative arc for the App Store screenshots. Five value propositions in sequence: workouts anywhere, variety and quality, community, personal plans, and music. Defined the language, image direction, and screen-by-screen flow. Designed final screenshots that delivered a cohesive story for the first time.

Onboarding survey design: Split the work into independently testable components: questions, states, iconography, and transitions. Built a light component library to maintain consistency under deadline pressure. Four core survey questions:
- Where are you on your fitness journey?
- How long do you like to workout for?
- What types of workouts are you interested in?
- What equipment do you have access to?

Interaction design prototyped across transition flows, circle animations, loaders, swipe and tap interactions, tested and refined before handover. The "Creating your personalised fitness experience" loading state was deliberate. Giving the system time to process while signalling to the user that the app was now built around them.

The final screen landed on a personalised homepage: recommended workouts, upcoming sessions, active month stats, and average duration, all tailored from survey responses.

Engineering ran in parallel on core functionality while I polished UI, language, and interaction design. The only way to hit a six-week deadline without cutting corners on quality.

05 — outcomes

Conversion up. Drop-off down.

  • Increased conversion through sign-up and onboarding.
  • Decreased drop-off rates for the complete onboarding flow.
  • Improved App Store ratings and customer reviews following the stills redesign.
  • From the first session, every LM+ customer landed on an experience built around their goals, fitness level, and available time.
06 — reflection

What I learned

  • The onboarding survey is the first promise the app makes. If the homepage doesn't deliver on it, the survey was worthless.
  • The 80/20 rule decided what made Version 1.0. Knowing what to defer and being honest with stakeholders about it kept the build on schedule.
  • The App Store screenshots were a product problem, not a marketing one. A cohesive story converts. Random screens don't.
140%

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80+

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01 — Overview

Add Heading here

RMS is one of the world's fastest-growing property management platforms, used by holiday parks, caravan resorts, hotels, and specialist facilities across 70 countries.
For physical sites — campgrounds, caravan parks, glamping resorts — letting guests choose their exact spot is core to the booking experience. The old map system was broken. I was brought in to replace it entirely.
The solution shipped globally. Retention improved for properties using the maps feature. The prototype became an active sales tool to win new customers.

Human connection is a valuable proposition for building relationships between instructors and customers. Most of our competitors focus on streaming video, which leaves a gap in the market for creating that connection. How can we achieve this digitally? Driven by marketing, the key focus points are relationships, customisation, and results.