Virtual Y
COVID proved the need for hybrid experiences to support acquisition and retention, which led us to create Virtual Y. Free with every YMCA of the North (YOTN) membership, Virtual Y’s best-in-class products and content are the easiest (and least expensive) way to connect with (and stay connected to) the YMCA.
Digital Product (and content)
Originally created as a Web app, Virtual Y has seen strong growth and increased use by introducing the first native iOS and Android apps created by a YMCA (and not white labeled).
My role largely centered around digital product strategy, direction, and design grounded in a device agnostic design system that created Web-first experiences to maximize reach and test new ideas using the most accessible format. And while I did not lead the video creation team, I was a creative partner, strong team advocate, instrumental partner in securing the funds needed to support two state-of-the art video recording studios, several custom content series, and music licensing to help YOTN produce more and better content than its peers.
Marketing Kits
My team also developed a brand identity and customizable marketing templates to support the platform, including a customer-focused message and ‘gold’ double chevron graphics placed over high-impact studio images of our most popular instructors (which were easily interchangeable).
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