B.L. Fitness is a local Michigan gym that provides nutrition, personal and group training. B.L. Fitness works to provide a place for clients to concentrate on their fitness and health goals without interruptions. They provide different fitness packages, fresh juices, and merchandise. The target audience is working class busy adults that want to obtain a healthier lifestyle.
“Our customers love the new look and it's been easier for them to find the information they need. We're also seeing an increase in online sign-ups and inquiries since the redesign. Working with the designer was a breeze and they really understood our vision for the website. We couldn't be happier with the results!”
I conducted a survey that was given to five potential clients between the ages 18 and 50. The results were utilized to created personas to understand the users I’m designing for and their needs. A competitive audit was also conducted to see how local business websites flow compared to B.L. Fitness. A primary user group identified through research was busy working adults. This user group brought to light a need for online scheduling. Other user problems include lack of product information or not knowing about the company which makes it difficult to schedule with the business.
Time: Working adults are too busy to call to schedule or join classes during open hours.
Lack of information: Different package details and pricing were not provided as well as scheduling.
Personality: No information on what sets them apart from other gyms.
Mapping Tami’s user journey revealed how helpful it would be for users to have the ability to schedule training classes online.
Taking the time to draft iterations of each screen of the website on paper ensured that the elements that made it to digital wireframes would be well-suited to address user pain points. For the homepage, I prioritized a simple button on the first screen that will quickly take the client to scheduling. Mobile first design since most user will be using their mobile devices for scheduling.
Having a description area that allowed users to get more information on the packages was a key user need to address in the designs.
As the initial design phase continued, I made sure the process of scheduling classes was addressed in the designs. Given that it was a key user need based on feedback and findings from the user survey.
[video or me going through prototype]
I conducted a round of usability studies. Findings from the study helped guide the designs from wireframes to mockups.
Findings:
The final high-fidelity presented cleaner user flows for choosing training programs and scheduling.
Impact:
The website makes users feel more confident in the gym and its packages. It also gives users the schedule online. The website provides transparency when it comes to prices, schedules, and packages.
What I learned:
While redesigning the B.L. Fitness website, I learned that sometimes adding schedules in a calendar form can make a big impact on user satisfaction as well as the importance of using bright colors to help direct users.
Conduct another round of usability studies to validate whether the pain points users experienced have been effectively addressed.
Conduct more user research to determine any new areas of need.
Conduct more research into online scheduling and accessibility.
Interested in collaborating or hiring me for UX design and research? Reach out using the form below and let's bring your ideas to life!
