Conformed Fitness
& Wellness
Personal fitness website redesigned for new product offerings & virtual services.
Scope
As the owner / coach had become specialized in functional mobility training, his website needed to be redesigned to reflect his new product offerings, many of which would be offered virtually.
Owner / Coach
Justifications
General Fitness
Local / In-Person
Classes
Functional Mobility Training
Virtual / Pre-Recorded Sessions
Objectives
Educate new users on different Mobility Modality product offerings
Provide referrals & members easy access to specific information and client amenities
Facilitate the onboarding process to maximize new sign-up’s
Requirements
Integrate Teachable - white label coaching & course sales platform
Dynamic design for future iterations
Constraints
Project timeline: 2-3 weeks
Built on Squarespace with MegaMenu add-on
Lean Process
Proto-Persona
Based on market analysis, a proto-persona was created to set the direction for a minimally viable prototype to begin testing.
User Flow
Site Navigation
Lo-Fi Wireframes
Wireframes sketched based on Squarespace’ constraints, not including Teachable screens, as these are not customizable.
Digital Prototype
The website’s 1st iteration was a live, password protected site, made available to participants for usability testing. Displayed below are scrolling screenshots of this original prototype.
Home
About
Virtual Classes
In-Person Classes
Modality 1
Modality 2
Modality 3
Modality 4
Contact
Teachable Integration
On-site white label platform
Teachable Sign Up / Log In
Courses
Course 1
Course 2
Course 3
Course 4
Usability Testing
Usability testing of the prototype was conducted on the UserTesting platform. A screener was created based on the business’ target market, discovery goals were outlined, and a series of tasks were created with corresponding metrics to determine the current rate of user success and delight.
Test Findings
Test results indicated that users found the navigation and information architecture confusing, as they were required to sign up for Teachable to view products and product pricing comparisons, and that the UI and branding of the Teachable site was incongruent with that of the native site.
Information Architecture
Open card sort results via Optimalsort
IA Dendogram
IA Similarity Matrix
Iterated User Flow
Success Path
Iterated Site Navigation
Original Primary / Secondary Navigation
Reiterated Information Architecture & Taxonomy
+ Mega Menu
Iterated Prototype
Home
Courses - Side by Side
Usability Testing - Round 2
I conducted a 2nd round of usability testing through UserTesting, with the same screener and tasks as round one. As seen below, there was a notable improvement in the website’s information architecture and user interface, resulting in an increase in user delight.
Next Steps
Upon reiterating the website’s user interface, I implemented Google Analytics and customized their account and dashboard.
I then began serving Conformed Fitness & Wellness in a consulting capacity, outlining goals, strategies, and action items for social media marketing campaigns.