Turn It Up is a frequency-driving campaign SoulCycle rolls out twice a year. The goal is to challenge riders to push themselves to take more classes than they regularly would in order to feel accomplished and empowered.
My role in the 2017 campaign was to re-design the web experience for riders participating in the challenge. I designed the flow to take users from registration through enrollment, and to increase engagement through the duration of the challenge to completion. I also selected photo assets to correspond to different stages of the flow in order for users to have a more editorial experience.
Photography: Laird + Partners