Zumba’s “Become an Instructor” Improvements

A woman smiling in a Zumba class, promoting Zumba instructor training and paid teaching opportunities

Overview

When working at Zumba, I had the challenge of improving our current ‘Instructor Site’ to help increase its conversion, the surface level problem was low conversion numbers.

Role & Duration

Designer + Researcher

Research, Synthesis, Ideation, Prototyping and Testing.

2022

Indoor photography studio with a woman posing on a blue backdrop and a large umbrella light set up for professional filming or photography.

At ZINCON Recording Studio where I spoke with instructors after they finished recordings.

First comes discovering

I started talking to users, to deep dive into their Instructor journey, to discover what blockers, drivers and what role Zumba had in their lives. Research took place at 2022 ZINCON.

A digital infographic titled 'Interviews Analysis' with instructions on conducting and analyzing user interview data, showcasing two sample interview summaries with yellow and blue sticky notes for questions and answers, and highlights of pain points and positive aspects.

Crafting Understanding

After conducting interviews with 10 instructors, I started clustering and sorting findings that led to insights.

Unveiling Perspectives 

A blurred background with multiple sticky notes and three prominent blue sticky notes with text. The text on the blue notes reads: "Instructors have great passion when teaching Zumba," "Instructors often had fear at first but then found it delightful once they started teaching," and "At a first experience, instructors recalled having a hard time finding the step by step and information on how to take their B1."

Three major insights were the ones that came out of the Research process.

1

Instructors often had fear at first, but then found teaching delightful as they started.

3

There is a ‘front-row diva’ (referring to advocate students) competition to be noticed in class, meaning there was a missed opportunity to turn front row divas into instructors.

2

At a first glance, instructors recalled having a hard time finding the step by step and information needed to take their first level training. (B1)

A digital screenshot of a photo editing or design software interface showing multiple layers and thumbnails of various web page or app design mockups arranged in a timeline or storyboard layout.

Ideation

Turning insights into How Might We’s, then I started doing comp-analysis and ideation to land into a new ‘Become an Instructor’ page.

Solution

The solution I designed needed to solve 3 design challenges

Make it clear what the main action is

Step-by-step section on how to do it

Communicate the joy of being an instructor

How might we clearly emphasize the primary action?

During the evaluation of the legacy 'Become an Instructor' page, it became evident that its layout was overly cluttered. The page featured a total of four distinct options: 'Offers,' 'Register,' 'Watch Video' link, and a 'Play' button.

Additionally, Zumba’s brand is based around happiness and joy which this page does not communicate.

A woman smiling and laughing while dancing in a Zumba class, with other participants in the background.

Legacy ‘Become an Instructor’ hero section

A Revamped Hero Section

When redesigning this section, my focal point was on creating a more streamlined hero section. This entailed highlighting two core actions: primarily, the prominent 'Register Now' button took center stage, accompanied by the secondary option, 'Watch Video.'

The title subtly incorporated the 'front-row-diva' concept we delved into earlier, by mentioning a get noticed and paid concept. Imagery used was also renewed to convey happiness, the core of the brand.

Group of women participating in a Zumba class, smiling and dancing in a spacious, well-lit indoor studio.

How might we further enhance clarity of the Becoming an Instructor process for instructors seeking guidance?

One of the main things I noticed right away was that the ‘How to’ section was too small and plain, that’s one of the most important sections in the page! There was also upsell happening here, I believe you should first have people on board and then try to upsell them.

So I knew it had to be obvious that this are steps towards becoming an Instructor

Guide titled 'How to Become a Zumba Instructor' with steps: 1. Sign Up for Training, 2. Get Your License, 3. Join the Zumba Instructor Network, presented on a dark background

Legacy Step-by-Step section

Road to teaching

Gone are the upselling efforts (on this page) and I changed the approach to just focus on starting teaching Zumba.

Leveraging on the playfulness of the brand, I increased the size of the section, added some color, and more importantly, made it clear what needed to be done to get your License and start teaching.

Infographic titled 'How to Become an Instructor' with a three-step process: 1. Sign up for training, 2. Get your license, 3. Start teaching. Step 1 mentions choosing how to take instructor training through Livestream, On-Demand, or In-Person. Step 2 states licensing occurs after completing training. Step 3 highlights teaching with the best tools and resources, ensuring success as a Zumba instructor.

Redesigned Step-by-Step section

How might we communicate the joy of being an Instructor?

This is the whole redesign I did, throughout the page, we went from plain and disperse content on the previous page to a more clear, actionable and fun page.

Zumba instructor training webpage featuring happy Zumba class participants, a woman leading the class, and steps to become an instructor including signing up, getting a license, and starting teaching.

Legacy ‘Become an Instructor’ page

Zumba instructor training webpage with an image of people smiling and dancing, promoting becoming a Zumba instructor.

A/B Testing

This is an ongoing project so now we’re conducting A/B tests to review which performs better.

So far, with improvements made, site has seen an increase of 7% of conversion.

New, redesigned ‘Become an Instructor’ page

Zumba instructor training webpage featuring a group class with participants in Zumba shirts, a woman leading the class, and a step-by-step guide on becoming a Zumba instructor with text, graphics, and photos.

Bringing it all together

This redesign took 4 months to complete, between research, synthesis, ideation and prototyping.

The most challenging to me was communicating joy and happiness through visual design, and one that turned to be great and successful. Having impact on business indicators was truly rewarding for me.

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