I led the redesign of CrossFit’s Directory Pages, creating public profiles for 13,000+ affiliated gyms worldwide. The goal was to transform these pages into growth drivers by improving how gyms are presented and making it easier for prospective members to connect directly to gyms through a lead form.
Role:
Lead Product Designer
Project Focus:
Growth / Driving Leads for Gyms
Duration:
6 weeks
Driving affiliate growth through clearer gym profiles
In 2023, CrossFit re-launched the CrossFit Map, giving every affiliate a public Directory Page to showcase their gym. These pages were designed to help prospective members evaluate gyms and submit contact forms, generating leads directly for affiliates and increasing the value CrossFit HQ provides to its community.
Increase leads by improving page clarity and user guidance
Our goal was to redesign Directory Pages to surface essential information, reduce drop-offs to external gym websites, and drive more users to submit contact forms, creating measurable growth for gyms.
Clear information and guided actions will increase conversions
If Directory Pages present key information in a digestible format and guide users to a primary action (submitting a contact form), then conversions and form submissions will increase.
Conversion-focused metrics to track growth
-> Increase conversion rate from Directory Page visits → contact form submissions
-> Reduce user drop-offs to external gym websites
The Process
Data-informed decisions: Only 10% of gyms had updated profiles, and the highest converting element was outbound gym URLs.
User insights: Prospective members prioritized location and cost; since cost couldn’t be displayed, we emphasized location and distance. New users needed context (“What to Expect”) to feel confident engaging.
Iterations: Weekly design critiques with stakeholders and technical collaboration with engineers guided improvements.
Creating pages that guide users toward conversion
-> All Users: Highlighted distance, embedded map previews, auto-hide empty sections, moved external links to an accordion, added “What to Expect” for new users
-> Desktop: Fixed lead form above the fold and on scroll for constant visibility
-> Mobile: Sticky CTA bar keeping contact action + distance visible while scrolling
Measurable gains with insights for future improvements
Desktop: Conversion increased from 2.98% → 3.63% (+25%)
Mobile: Initial +1.4% improvement, but long-term we saw a decrease on mobile due to the form being hidden behind a button and requiring a user to take an action to open the form.
Design choices impact conversion differently across devices
Placing the mobile form behind a CTA reduced submissions. Exposing forms inline boosted conversions — a lesson applied to future mobile redesigns.