Classpass
Product Designer
Mobile App
3 weeks
2025
Case Study: Classpass Rewards Feature
Classpass is a credit-based membership mobile app that provides users with access to a variety of fitness, wellness, and food experiences.
Over four weeks, I led the full design process, researching, designing, and testing a solution that focused on improving the user experience while strengthening the ClassPass business model.
Outcome
Designed a studio-specific rewards program where users automatically earn perks through repeat visits. Usability testing improved comprehension by 20% and validated increased studio loyalty.
Problem
As ClassPass's business model has evolved, relationships between studios and ClassPass users have weakened. How might we help studios acknowledge and value ClassPass users without disrupting existing membership structures or studio operations?
User Research
To gain insight into both user behavior and the competitive landscape, I conducted five in-depth user interviews and analyzed comparable fitness apps. AI tools supported transcription, synthesis, and early affinity mapping, enabling efficient and thoughtful persona creation.
Real-World Context
Studio partners face significant economic challenges with ClassPass's pricing model. An email sent to ClassPass members from a participating studio illustrates this tension:
"ClassPass was originally designed to encourage members to discover studios and eventually commit to a full membership. However, the reality is that many stay on ClassPass due to its lower cost, which unintentionally hurts the small studios working hard to provide premium experiences. While many businesses have chosen to discontinue their partnership with ClassPass this year, we've decided to keep our doors open to ClassPass guests—because we value you."
— YogaSix North Carlsbad
This example validated research findings: studios wanted to reward loyal ClassPass users but lacked a sustainable way to do so. With studios leaving the platform, designing a solution that strengthened partnerships while maintaining user value became critical.
Insights & Opportunities
Classpass users want to feel recognized
60% of users felt they were treated differently at studios because they booked through ClassPass, revealing a gap in perceived value and belonging
Loyalty already exists; it's just informal
80% of users have favorite studios they return to regularly, indicating an opportunity to reward repeat behavior
Discovery drives engagement
Users primarily find new classes through the Fitness studios near you and map features, making these high-impact surfaces for feature placement and visibility
Flexibility and affordability are the core value propositions
Users chose ClassPass for variety and cost-effectiveness, so any rewards program must maintain these benefits while adding value
Solution Overview
Wireframes
Based on research showing users discover classes through the map and "near you" features, I designed three key touchpoints:
Studio detail page: Reward progress and requirements
homepage: Studios near you that offer rewards
Rewards page: Consolidated progress view
search: Participating studios appear in maps and filtering results
Usability Testing
I conducted 5 remote and in-person usability tests. I was looking to test clarity, completion, and comprehension of the feature.
Reflection & impact
This project strengthened my ability to design within constraints while balancing competing stakeholder needs. The challenge was serving users (who wanted effortless rewards), studios (who needed operational control), and ClassPass (who needed stronger studio partnerships while maintaining revenue).
The studio-specific approach, where each location controls its reward structure, created value for all parties without imposing a one-size-fits-all model. Usability testing validated this, improving feature comprehension by 20% and confirming strong user interest (5/5 users stated it would increase studio loyalty).
I'm most proud of how seamlessly the feature integrates into the existing ClassPass ecosystem, enhancing engagement without disrupting what users already know and love.
