When design replaced wait time with one-tap activation
We built a new self-checkout flow for Cultpass ELITE gym memberships, replacing a manual tally form with a seamless in-app journey. I led the end-to-end design process and collaborated closely with engineering, PM and research to launch Plum’s first consumer-facing wellness product. The flow enabled 1-min fulfilment, boosted conversions and nudged users toward Plum’s telehealth bundles, turning a low-engagement flow into our most effective wellness offering yet.
What changed - at a glance
📈
1,100+ Orders
In under 3 months, with 30–60 daily orders even now
⚡
1-Min Fulfilment
Reduced turnaround time from 1 to 2 days to under 1 minute
💸
₹1Cr+ Revenue
Largest unassisted purchase channel on Plum
🩺
Bundled Add-ons
Nudged adoption of telehealth services mid purchase
📲
App-Only Flow
Designed to increase app downloads and engagement
Why this, why now?
Plum is an insurance and health benefits platform for employees, offering an admin dashboard for HRs and an employee portal (web and mobile). While traditionally B2B, Plum has been venturing into retail offerings such as term life insurance and super top ups.
This project marked our first major consumer-facing wellness product: discounted CultFit ELITE gym memberships. Previously sold via a manual tally form, the process involved a 1 to 2 day turnaround, lacked status visibility for users and placed operational load on internal sales. With hundreds of unsold prepaid Cult passes, we needed a scalable in-app self checkout experience.
What were the users thinking?
We recruited 7 users spanning different fitness backgrounds and product familiarity:
🧘🏻
Users with and without existing gym memberships
🏋🏻♀️
High intent Cult prospects and low awareness users
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Users with access to Plum Telehealth
👀
Users who installed Plum but abandoned it
What wasn't working - and what we wanted instead?
The pain points we found:
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Manual fulfilment via tally forms - long wait times and confusion
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No real time purchase status or coupon visibility
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Users unsure whether gym access was valid in their city
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Lack of urgency and trust in existing flow
🖥️
Web first visibility reduced app installs
We aimed to:
🧠
Build an app only trust building that mirrored Cult’s own experience
🎯
Add Plum’s telehealth services as contextual optional wellness bundles
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Increase conversion and fulfilment rate through instant gratification
Framing the Right Questions
Building trust, one click at a time
✨
A Golden Entry
We used two key entry points to introduce users to the Cultpass flow:
The bottom sheet popup with the Cult-branded card was CleverTap-powered. It served as a promotional nudge that appeared once and could be dismissed, designed to capture user attention during their first few app sessions.
Clevertap powered banner on homepage with animated Cult-branded card
The animated golden ticket was placed persistently on the top menu bar of the app homepage. Unlike the popup, it acted as a consistent and visually rich entry point, offering users ongoing access to the membership journey.
Ticket with a Bicep icon
"Is that a swan?"
Ticket with a Dumbell icon
"Do I get gym equipments"
Ticket with a Dumbell icon and a Tag
…takes up too much space…
Black ticket with Cult logo
…black ticket is cult branded but not visible…
Golden ticket with Cult logo
"Oh, is there a Cult offering on my Plum app?"
Iterations on the Golden Ticket entry point
💎
The First Impression: Premium but Affordable
Animated gym pass card with Cult branding occupied 70% of the first fold, displaying city, pricing, urgency and prominent CTA.
This is supported by testimonials, plan details, FAQs and savings breakdown further down the scroll.
Landing page first fold with essential information
No pitch, no urgency, no real value about the offering.
Too overwhelming with the plans without much context
Arriving at the landing page solution
Further folds revealing testimonials and FAQs
Steps to activate the membership displayed separately in a bottom sheet
Additional info about the Cultpass displayed in the bottom sheet
🗺️
Is This For Me? Let’s Pick Your City
The users asked, "Is my city covered?",
so we made this step unavoidable.
Users had to select the city when they click on 'Claim the deal' CTA
💼
The Wellness Upgrade (Optional, But Tempting)
We saw an opportunity to cross-sell other Plum wellness offerings such as teleconsultation with a general physician, nutritionist access and physiotherapist support. These were clubbed into a bundled add-on to complement the core Cultpass purchase.
Hence was born the Plum Telehealth Bundle, bundled as an add-on at a lower price.
Users into fitness valued a full health plan, not just gym access
🎟️
Instant Rewards, Real Gratification
V1 success screen said “you’ll get an email in 2 to 3 days” - users felt frustrated.
V2 introduced instant coupon codes shown on the success screen, redeemable in the Cult app.
V3 now integrates directly with Cult’s API. Memberships are activated instantly post payment, and users are shown a CTA to open the Cult app along with clear instructions on how to access their benefits.
V1, V2 and V3 of how the success screen evolved based on the progress of API Integration
What We Tweaked and Why
🧪
Landing Page Fold Fix
Users didn’t scroll. We restructured the first fold to add info and visual cues to scroll down.
🔁
Success Screen Overhaul
Initially deferred fulfilment to email → redesigned for instant coupon clarity → revamped for instant activation.
✂️
Deferred Ideas
We deprioritized “compare plans” and “FAQs as modals” to keep the flow focused.
📌
Copy & CTA Improvements
Tightened the copy on the golden ticket and landing screens to make it clearer and more actionable.
🔍
Info Placement Tweaks
Moved key Cult-related context and benefits earlier in the flow to aid understanding, especially for users unfamiliar with Cult.
What I’d Do Differently Next Time
Researching before V1 dev handoff would’ve saved iterations - next time, I’d start with lightweight discovery interviews and test key assumptions early to avoid reworking post-dev handoff.
Pricing transparency is crucial when users are skeptical - I’ll prioritise how and where pricing context is surfaced in the flow and explore clearer visual comparison aids.
Trust can be designed - next time, I’ll actively plan for perceived risk and incorporate familiarity signals, social proof and microcopy into early design drafts.
User onboarding clarity - I’ll add context about any third-party brand partnerships directly in the journey to help first-time users feel informed and in control.
Bonus Learning
I wrote about this research round as a Mahabharat analogy - how different user types mirrored archetypal intent, strength and skepticism.
Want to nerd out more?
Let me walk you through the messy middle, the research rabbit holes, early Figma drafts and how we iterated our way to trust, clarity and one-tap activation.
hiring? let’s talk
not hiring? let’s still talk – I have good stories
👋🏻 adarshsingh.3098@gmail.com
designed with myths at heart,
pixels in hand and dreams at 2AM