On behalf of Barclays, in collaboration with 360 Studio, and within a team of researchers and designers, I researched and mapped out today's gym experience. We then translated this research into a powerful framework that enabled us to explore and analyse opportunities for Barclays contactless payment technology bPay. It enabled us to propose innovative services while maintaining a strong focus on evidenced customer behaviours. Through interviews and ethnography, we understood and mapped out today's gym experience and the attitudes, expectations, and motivations around it.
Analysing our research, we modelled the gym experience as a journey from Pre-gym to Gym to Post-gym through five behaviours: Learn, Focus, Activity, Reward, Evaluate. This experience model gave us a powerful framework to develop new gym interactions and service concepts using the bPay technology and experimenting with its potential, while considering the needs of both gym members and the gym itself. We delivered business cases and concepts for physical and digital initiatives, which helped our client Barclays to analyse key issues, justify investment, and further explore bPay's market opportunities to their full potential.