The Edge Fitness Clubs: Site Redesign Proposal

January - March 2022

Proposal

My goal for this project was to conduct comprehensive user experience research methods on The Edge Fitness Clubs’ website. I developed user personas & scenarios, a competitive analysis, 5-second tests, user interviews & surveys, a card sort, sentence completion, and a usability test.

Challenge

How might we redesign The Edge Fitness Clubs’ website to provide an intuitive, engaging, and seamless user experience that makes it easy for members and prospective clients to access information, book services, and stay motivated on their fitness journey?

Solution

While working on a short 7-week timeline, I independently executed all user experience research efforts, as well as developing a redesign proposal accordingly.

Role: UX/UI Researcher

Timeline: 7 weeks (January - March 2022)

Process

👩🏼‍🏫Empathize

👩🏼‍💻Research

🗒Define

Empathize

Because this project consisted of an analysis and proposal for redesign, I used user experience research methods that utilized the existing site for most of the empathize stage.

I began with user interviews, user surveys, sentence completion, a five-second test, a card sort, task completion, and a usability test before developing personas and user scenarios. These personas were built using information gained from these ux research methods. Completing numerous research methods allowed me to make informed decisions throughout my analysis of the site and my proposal for redesign. By maintaining a user-centered focus, it helps to ensure that a user’s experience with the site will be seamless and pleasant.

Check out the complete document that showcases all of these research methods here.

Research

I then researched to learn more about the strengths, weaknesses, and areas of opportunity that existed within the market of existing applications.

The main goals of the research stage were based on the information found from interview participants and the overall project goal to support college-aged users.

Research Goals:

  • Understand the existing market and identify potential areas of opportunity to capitalize on

  • Identify the common strengths and weaknesses of competitors’ applications in the market

  • Develop a product design strategy to meet the needs of the target audience

With a list of research goals, I conducted a competitive analysis with the websites of two popular fitness clubs. I was able to identify features of each site as well as their successes and areas in need of improvement.

Define

All user experience research methods revealed a significant insight: there was important information missing from the website that could help convert prospective clients. Additionally, the manner in which information and pages were organized within the site’s navigation proved to be confusing to some users, making it difficult to locate desired information.

Problem Statement

Existing and prospective members are experiencing difficulty in locating specific information on The Edge Fitness Clubs’ website.

This is impacting their ability to efficiently navigate the website as well as easily manage their fitness journeys.

The site should be redesigned in a manner that makes it easy for users to locate the information they set out for.

Conclusion

The result of this research proved that the functionality of the site could be improved. Participants frequently struggled to locate desired information and encountered issues with the navigation and hidden information.

To improve the design, it is recommended that the navigation be reorganized and redesigned. Also, it is recommended that commonly sought-after information should be highlighted a bit more for easy identification.