My Role
UI/UX design, user research
Skills / Tools
Figma, Wireframing, Competitive analysis,
User research
Duration
6 weeks, Fall 2023
Team
Haley G
Overview
Information overload led to important features/information becoming lost and overwhelmed users.
Inconsistent design systems challenged hard-won associations with authority and trustworthiness.
Streamline information hierarchy.
Highlight key features and supplemental resources.
Research
COMPETITIVE/COMPARATIVE ANALYSIS
Analyzed 4 of Concept2's competitors across 6 categories
*Each circle’s shading represents the extent to which each brand fulfills each category. The blue circles identify the category leader among the examined brands.
USER PERSONAS
Competitive Athletes
Member of a team or group
Performance-driven
Makes use of available data for improvement
Rigorous, structured training regimen
Casual Exercisers
Main goal is health & fitness
Motivated by personal goals & enjoyment
Prefers a low pressure environment
Limited time commitment
Fitness Centers
Conscious of space
Community-driven
Importance placed on accessibility & inclusivity
Interested in progress-tracking capabilities
Procurement Officers
Values relationships with suppliers
Focus on cost management
Knowledgeable about products
Design
COLLABORATIVE ELEMENT
I worked in a pair for this case study, where we each designed wireframes for the assigned pages (homepage, product page, and "Workout of the Day") and then swapped designs for the high-fidelity iterations.
So, the low-fidelity wireframes shown below are designed by me, but the high-fidelity wireframes are based on my partner's initial designs.
WIREFRAMES
Home
Product page
Workout of the Day
FINAL DESIGNS
Homepage
Developed brand authority and voice through imagery and messaging
Promoted purchasing action and informational articles
Encouraged joining the online community and additional social resources
Made the “workout of the day” readily available
Product Page
Assigned high visual weight to purchase buttons
Highlighted user testimonials
Organized product information into easy-to-read cards
Incorporated location-based services to increase ease of accessing trial equipment before purchase
Promoted educational articles about product benefits and accessibility
Workout of the Day
Highlighted daily workout and created associated tags
Promoted sign up for additional offered features
Encouraged community participation through a variety of challenges
Created an archive of past workouts including the date, their tags, and user ratings
Takeaways
Understanding the types of people who engage with—and are loyal to—a brand can give valuable insight into areas of a website/app/experience/etc that need to be highlighted vs. can afford to be less surfaced.
