Gaia | Your Digital Sherpa to Create Healthy Habits – Julie Carver – UX Leader | Innovator | Speaker

Gaia | The Balanced You Campaign

role: creative director // hours: 126 // new prospects: 244,122

The Problem

Shortly after the acquisition of My Yoga Online, a streaming yoga and meditation company, Gaia had to figure out a way to retain the current consumer base while leveraging the existing yoga guide structure.

The Solution

We created “The Balanced You” campaign based on overall life balance, set to launch at integral holiday timing – the day after Christmas. This program was built around the 4 elemental signs (earth, air, water, fire), sending the user their sign result with accompanying characteristics as well as their balancing sign.

The 21-day guide would deliver yoga and meditation practices with complimenting meal suggestions to be “your balanced you”. Through this campaign, we created the experience/distinction of showing these users a deeper level of themselves than they knew before. The e-mail capture a free trial helped to produce 244,122 new acquisitions and the engagement of 29,506 current subscribers. Read more about my process as you scroll.

Element Vision Board

Element Results

http://66.147.244.198/~created6/portfolio_new/portfolio/the-balanced-you-gaia-test/

Mobile Experience

My Process

My team started by taking a deep dive into My Yoga’s younger consumer base to see what campaigns would be impactful and what their daily interactions were on the website. We came to the conclusion that leveraging social channels, e-mail, and digital marketing to drive users to take a quiz would create strong engagement.

This quiz would then leverage the user’s results and direct them to sign up for a 21-day guide tailored specifically to the behavior and characteristics of their result. New users would have to place in their e-mail to get their result, they would then be funneled into a free trial for the 21-day guide which provided high conversion rates. We also had the challenge of creating a user flow that would market these guides to both our current consumer base and new customers while offering different deals without any cross-pollination, stopping any possible drop off areas.

Gaia - The balanced You wireframes desktop, UI, UX

Gaia - The balanced You wireframes Mobile, UI, UX