Fitness Elevations:
Local Gym Website Redesign
Tools
Figma
Project Timeline
July - August 2023 (80 hours)
Role
UX/UI Designer
This project is born out of my interest in the fitness industry and my experience working in it. It's fueled by a strong belief that this specific gym deserves greater recognition.
Fitness Elevations is a well-established local gym that experiences seasonal increases in visitors alongside its loyal long-term members.
As a former employee familiar with the club's management and members, I've observed the gym's struggle to attract new customers, despite its popularity among current members.
Recognizing opportunities for growth and improvement, I conducted research to benefit both the business I believe in and people seeking better services.
Business Problem
The business misses out on potential members and revenue by not leveraging the website effectively.
The website offers information limited to:
the address
contact details
operating hours
a link to social media
Website Before the Redesign
User Problem
The absence of online access to crucial information.
Necessitating in-person visits.
Poorly designed websites.
Even among Fitness Elevations' direct competitors, two out of four gyms have websites that are clunky and poorly designed.
Affinity Map Quotes
Goals for The Project
Content that fulfills both user needs and business requirement:
Empowering users to make informed decisions.
Assisting the business in attracting new customers.
Business Requirements
Balancing business requirements with user needs presented a challenge in the design process.
There are certain things that users might desire, but at the current moment the business wouldn’t be able to invest resources in fulfilling those desires.
Requirement #1
Easy Management of Information
The frequent turnover of trainers and evolving group class schedules required an easily manageable website for prompt updates.
Solution for the Requirement
I addressed this by utilizing a PDF file for group class information that can be effortlessly uploaded and replaced.
Requirement #2
Avoiding Excessive Details
To prevent potential client dissatisfaction caused by variations between website information and real-world availability, the owner requested avoiding excessive details. This was essential due to limited resources and potential unforeseen issues.
Solution for the Requirement
To address this, I ensured that users are aware that the most current updates are available on social media platforms, where regular information updates occur.
Requirement #3
Pricing Concerns
Uncertainty existed regarding displaying prices on the website, given higher pricing compared to competitors. Historically, the gym relied on physical visits to convey value before revealing pricing.
Solution for the Requirement
After reviewing the survey, competitor analysis, interviews, and owner discussions, we added membership rates to the website. The goal was to emphasize our strengths and justify higher prices compared to competitors.
I Discover
Competitor Analysis
To understand industry standards and identify our unique selling points, I conducted a Competitor Analysis.
This led to the discovery of our competitive advantages, guiding me in determining which content to prioritize.
What sets Fitness Elevations apart from its competitors are:
Short-term memberships and day passes.
Exceptionally maintained facilities and cleanliness.
Comprehensive equipment offerings.
Additional services like a sauna and juice bar.
These findings strongly influenced my content design decisions. I'll highlight all these aspects as benefits on the homepage to distinguish Fitness Elevations from its competitors.
User Interviews
I interviewed two groups of people:
The first group consists of 3 men and 2 women, aged 18 to 37, who have previously had a gym membership in general.
The second group consists of 2 men and 2 women, aged 18 to 60, who are currently members of Fitness Elevations.
Research Goals
Explore prior experiences with gym websites.
Gain insights from current gym members for an insider's perspective.
Determine content prioritization strategies.
Research Questions
What is the most critical information people seek on a gym website?
What is the criteria for choosing a gym?
How members use gym website?
Insights
Insight #1
Due to past negative experiences, people have low expectations for gym websites.
Creating positive experiences can foster loyalty to this gym.
Affinity Map Quotes
Insight #2
Users share common preferences regarding the information they seek on a gym's website when searching for one.
It's clear what content should be included on the website, a conclusion that will be further validated during usability testing.
Affinity Map Quotes
Insight #3
Offering day passes, although uncommon, is highly valued by users.
Leveraging this knowledge can be used to emphasize it as a unique benefit.
Affinity Map Quotes
Survey
I conducted a survey with 13 participants, using nine questions.
Goals
Evaluate preferences.
Assist in feature prioritization.
Identify common trends.
Validate insights from interviews.
Insights
Insight #1
While there was no clear agreement on displaying membership prices, it's clear pricing strongly influences buying decisions.
Hence, I decided to include prices on the website.
Insight #2
Survey and interviews confirmed most members don't use the website after joining.
Consequently, my current emphasis is on designing the website to address the needs and pain points of non-member users.
Insight #3
When members do use the website, it's usually for:
Contact information (64.3%).
Group class schedule (57.1%).
Important announcements (42.9%).
As a result, I will ensure that these key pieces of information are prominently featured on the website.
II Define
Research Findings
Non-Members
People look for a gym that meets their the standards.
What are their standards?
Location
Working Hours
Membership Prices & Promotions
Specific equipment availability (e.g., squat rack)
Cleanliness and pleasant gym environment
What are their pain points?
Necessity to visit gyms in person
Complex and confusing website design
Low-quality and unclear gym pictures
No prices on the website
Members
Gym members rarely utilize the website, typically visiting to check holiday hours or view the schedule for group classes. The current website is lack of this information.
Conclusion
Based on user interviews and surveys, prospective members are the primary users of the website. Therefore, while still addressing the needs of current members, the website content will primarily focus on the needs of prospective members, leaning towards promotional content.
POV Statements
I'd like to explore ways to assist individuals searching for a new gym by creating a user-friendly website that offers a clear visual representation of the gym and provides all the essential information. This approach aims to help them make informed decisions in the process of finding a suitable gym to join.
I'd like to explore ways to improve the experience of current gym members by making it easy for them to find group classes and contact information online.
How Might We…
III Develop
User and Task Flows
Since most users are prospective members, the primary website task flow I will prioritize is seamless navigation to access essential gym information.
User flow: A new member learns about the company and then goes to reserve a class.
Task flow: A prospective member wants to learn about the gym and what it offers.
Task flow: A current member wants to reserve a group class.
Sketches and Wireframes
The content prioritization that I established in these sketches remained consistent across the other wireframes.
In low-fidelity wireframes, I found that a header CTA button wasn't needed. The main goal is to inform and interest users.
I ensured a contact link on every page for additional information.
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Branding
The brand logo was provided by the client.
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The color red, matching the gym's design and logo, was chosen for accent details.
Blue, complementary to red and associated with cleanliness, was selected for clickable elements.
IV Deliver
Features
Due to the clear patterns in user responses during the Empathize Stage, it became straightforward to identify the essential features that should be included on the website.
Address
100% users stated that location was a primary factor in choosing their current gym.
Gallery of pictures
100% of interviewees and nearly 77% of survey participants emphasizing importance of pictures.
Opening Hours
Members visit the website primarily to check holiday working hours.
Contact Information
64.3% of survey participants look for contact information on their current gym website.
Services and Facility Description
Mentioning all services elevates perceived value.
All current members value cleanliness of this gym.
Equipment Description
All non-members emphasize the importance of knowing a gym's equipment.
38.5% selected their current gym due to specific equipment.
Group Classes
84.6% of survey participants want class descriptions.
57.1% check for the group class schedule at their gym.
46.2% search for the group class schedule at prospective gyms.
Memberships
Prices are a crucial factor for 100% of survey participants when choosing a gym.
We stand out from competitors by providing short-term memberships and day passes.
Here is how these features are organized in a Sitemap.
Usability Test
The task flow tested was “A prospective member wants to learn about the gym and what it offers”, that starts from the homepage and ends with users’ call to the gym. There were six participants, who are not members of the gym, but have experience of looking for a gym to join.
Measurements of the design's success
Flow simplicity and clarity.
Little to no errors.
Modern, pleasant UI boosts perceived value of membership.
Website offers clear information and easy access to details.
All participants seamlessly browsed the website, and mentioned that it has all the necessary information, without being overloaded with it.
Iterations
First, some minor changes were implemented:
Relocated gym pictures from the bottom to the top of the Homepage.
Enhanced clarity in the clickability of links.
Added a note about extra charges to eliminate potential confusion.
The 'Memberships' Page underwent further changes for simplicity and clarity. I consolidated several membership options and removed the headings "long-term" and "short-term" based on feedback from usability test participants who found "long-term" intimidating.
Click to enlarge
Click to enlarge
After Iterations
Before Iterations
As the gym's prices are higher than many competitors, the goal was to differentiate and highlight the gym's strengths.
This goal was tested during the Usability Test.
The objective was to assess whether users perceived the prices as justified in relation to the gym's offerings.
Usability test participants found the website to have everything they needed without feeling overwhelmed, and they considered the prices justified given the offered services.
Final Prototype
The next steps involve training the gym's management to update website information and gradually transition to managing the site independently.
Future enhancements may include user-friendly features for current members, such as online scheduling for group classes.
The project taught me content prioritization: how to choose the most valuable information and structure it in a way that is easy for the user.
Another learning involves justifying design decisions using research findings. In this case, it is related to uncertainty due to membership prices and the final decision to include it on the website.
Another skill that I developed is being flexible and delivering results without over-focusing on perfection. Due to business constraints, the product should be easy to manage and not create operational difficulties, which made me look for simple design solutions.
Lastly, I realized how exciting it is to work on a project where you believe in the business, understanding it well both as an insider and a customer.
