Peloton x University of Michigan
Launching Peloton's first limited edition co-branded hardware
OBJECTIVE
Understand market interest towards co-branded Peloton hardware with a pilot launch.
MARKET
US colleges, with an eye on scaling towards sports teams
LEARNINGS TO UNCOVER
Will price be a sticking point? How can the App feature? What is an acceptable sales target for a pilot?
01
Building up consumer interest
To annouce the partnership between Peloton and the University of Michigan, a lead gen page was released in the build up to gauge interest in hardware purchase. The page was spun up using marketing CMS components vs a bespoke page treatment for speed.
Given the price point of hardware, the partnership also offered exisiting students a discount to the Peloton App which featured on the page. Discount was redeemed in partnership with SheerID.
02
Trade offs:
e-commerce experience
The first UX challenge was to align stakeholders on commercial trade-offs on promoting the partnership page.
Conflicting hardware promotions took a backseat to push the "limited edition" bike.
Prominent placements across e-comm, whilst great to drum up interest, would cross-polinate funnel traffic. This risk was accepted by senior leadership to help the pilot parternship succeed and so updates were made to navigation, homepage and product pages.
03
On sale:
e-commerce experience
The announcement through to on-sale reached various touchpoints across e-comm. As well as prominent navigational positonining, promotional tiles were introduced across homepage, hardware landing pages to funnel potential prospect customers to the bespoke limited edition hardware shop page.
Homepage banner
Bike+ Product Page - Promotion
New: Uni of Michigan Bike+ Product Page
Exercise, fitness, and sports are such an important part of the college experience and the physical and mental health of students. We're proud to be a part of their (Univerisity of Michigan) journey and to bring amazing access and experiences to students and alumni."
Dion Camp Sanders, Chief Emerging Business Officer Peloton
Let's Talk
Reach out to learn more about this case study and performance metrics.
Made Using
Figma
Photoshop
Illustrator
JIRA
Credits
Max Pazdan
Ann Macdonald
Ben Lynch
Roy Patterson
Jim Sutton
Tiffany Wan
Deepak Janakiraman
Daniel Essien
Clarissa Woods
Suzie Waller
Michael Jung
Theresa McShane
Lindsay Spinabelli
Katie Davies
Team
Peloton Interactive
Links
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Ben Lynch Product Design Lead
Ben Lynch
Product Design Lead