Pilates Tempe

Data-backed schedule optimization for driving profit increase


Information Architecture, Strategic Thinking


Emiley-UX Research, Kris-Owner, Gabi-Business Analysis


Revenue Model, System Documentation

Project Overview


Pilates Tempe is a fitness studio that offers workout classes via an online schedule. In this project, we used user research and data analysis to determine the most profitable schedule and create a revenue model that could be reused on a regular basis.

The studio was experiencing low profitability during the slow summer months and the owner needed to increase profits. Our team discussed high-level profit goals and schedule requirements through stakeholder interviews. We conducted research to determine the profitability of each class time, type, and teacher, and gathered information through surveys and user interviews to ensure the schedule would meet client needs. The optimized schedule was presented to stakeholders and implemented in the upcoming schedule. A revenue model was established in order to continue profit optimization.


  • Create immediate profitability through the class schedule
  • Create an easy and efficient way of optimizing future schedules
  • Communicate importance of utilizing data to determine profitability


There was initially some discussion as to whether the data would show a lack of profitability and some questions as to whether future optimizations would be able to be conducted easily by the business. Along with accurate data, we knew we needed to have an effective presentation in order to convince stakeholders of the importance of this research and the resulting model. By creating a visual representation of the data and a step by step user flow for the business, we were able to provide a simple process for the business to follow in the future. We had a 2-week timeline to build the model, optimize the current schedule, and present our findings to stakeholders.

Target Audience:

Our target audience are clients of Pilates Tempe who have taken a class in the last 3 months and are between the ages of 22 and 65.

My Role

I was the UX Researcher on a team consisting of my role, a business analyst, and the owner of the business. I was responsible for conducting stakeholder interviews, user research, establishing information architecture, and creating a reusable profitability model as well as working with the business analyst to determine that the final product met business and revenue goals.


Data analysis of revenue reports allowed us to determine that the current schedule included classes that lost the business money to conduct. Using data from class attendance, package profitability, teacher demand, and time profitability, we created a model to determine the profitability of an existing schedule. We presented the model along with a color-coded optimized schedule indicating classes with profit loss, cutting even, and profitability, to stakeholders, along with our recommended schedule that was optimized for profit. After using the model and implementing the optimized schedule, we were able to increase profit by 18%. The model was able to be used on a quarterly basis to optimize for profitability which improved efficiency.


Presenting our findings in a visually-descriptive way in a professional presentation was a crucial part of stakeholder buy-in to utilizing the system we had created. We also learned just how valuable creating a system was for the business. By documenting the steps to analyze the data and creating a simple user flow to determine profitability saved the business both time and money by preventing them from having to repeat the data analysis each time.


Final User Flow

In order to create a system that would be easy for the business to follow, we established a user flow that allowed the owner to pull the necessary data and plug them into a form. Utilizing formulas, the data populates into a color-coded spreadsheet which shows the user which classes are costing money, which are cutting even, and which classes are profitable. This allows the business owner to make a data-driven decision about which classes to cancel and which to keep. It also provides the business owner with a high-level view of their schedule and make additional decisions such as which class modalities need marketing pushes and whether new modalities to the schedule are gaining traction.

Stakeholder Presentation

We presented the optimized schedule and model to our stakeholders. Using a visual representation of the schedule and an interactive guide for the model, we shared the profitability of the new schedule and how the model could be utilized in future schedule iterations. We convinced the owner who decided to implement the new schedule. Following 6 weeks of implementation, we found that profits increased by 18%. Customer satisfaction surveys showed that clients were overall pleased with the new schedule.


Goal 1: Create immediate profitability through the class schedule

Profits increased by 18% after we implemented the newly optimized schedule.

Goal 2: Create an easy and efficient way of optimizing future schedules

We created a model that allowed future users to build a profitable schedule as well as pull valuable information about certain class types or teachers.

Goal 3: Communicate importance of utilizing data to determine profitability

Our presentation of the data and model convinced the business owner that this system was necessary for future schedule decisions.


I loved conducting this research because it solidified how important I believed using data was in making real business decisions. This was the first time I established a documented system used in a real business setting that showed a large increase in profit and I was so proud of the efficiency that documenting the steps allowed. In the future, the data trends will provide even more valuable information as to whether classes see seasonality dips and whether interest and attendance wanes over time.

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