Fitness Playground owns a collection of boutique gyms in both Sydney and Darwin, Australia. Widely known for their beautifully designed gyms and functional training spaces. They are also known for their remarkable classes; running over 300+ classes each week. The gym chain also offers personal coaching with specialist coaches.
Earlier this year, Fitness Playground completed a new gym renovation which included the reveal of the new branding. The in-gym experience is fresh and exciting but the website, which acts as their digital shopfront, didn’t match this experience. There is a brand disconnect between the physical and the online experiences.
A brand new website that helps unify the brand experience from online to physical for the gym member.
🏃🏻♀️ Let’s see the process!
Generate leads which lead to a conversion
To ensure the new website embodies the new brand
People looking to join a local gym with great facilities
People looking to join a class to stay fit, healthy, and motivated
People looking for a one-on-one fitness experience
Male, millennial, lives in the Inner-west, business owner. He is somewhat active on social media, he frequently uses his phone, likes to hang out with the boys, and looks forward to winding down on Friday with a few drinks. He recognises the importance of eating healthy and exercising regularly. He wants to gain muscle and he’s pretty confident and familiar with how to use gym equipment but he needs to find a place to train.
Female, millennial, lives in the Inner-west, works as a creative at an advertising agency. She is active on social media, she looks forward to Friday night drinks with work colleagues and Sunday brunches with friends. She recognises the importance of eating healthy and exercising regularly but lacks motivation.
Female, millennial, lives in the Inner-west, works in HR. She doesn’t have a good work-life balance. She works long hours and quite often she will order takeaways. Work is stressful and she eats to help relieve the stress and anxiety she experiences. She has been slowly gaining weight. She realises she needs to make some lifestyle changes which includes eating healthy and exercising regularly but she finds gyms intimidating and she lacks confidence and motivation.
As a male, I want a facility to train in so that I can stay healthy.
Doesn't take up the entire screen
The placement of the gym information is relatively high. To ensure the user doesn’t have to scroll too far to see the information the user is seeking.
On a gym specific page, information is displayed clearly for the user to easily absorb.
As a female, I want to train with other people so that I can stay motivated.
It would only take two swipes to see all the different class categories there are available at Fitness Playground.
Individual classes are displayed clearly along with class descriptions.
A form sits at the bottom of the page so the user can sign-up for a free trial easily.
Thank you page to inform the user their information has been submitted and received.
As a female, I need someone to help motivate me so that I can lose excess weight.
Research conducted with members shows making the decision to sign up for a coach is not an easy one. Many factors such as price, benefits, time and preconceptions are amongst some of the main roadblocks.
A carefully constructed web page to help assist with these roadblocks were the driving force for design decisions.
Upon landing on the coaches page the user has the option to choose what type of information they want to see.
Each section is carefully designed to cater to a different type of user.
It was important to feature key coaches at Fitness Playground. Their expertise in different training methods was essential to who users.
We added a FAQ section to answer any niggling questions a user might have about getting coached.
User experience success will be determined by the member experiencing a single brand experience.
Website success will be determined by experiencing high lead capture with a high conversion rate.
• Limited resources - a small team.
• Scope of the project kept growing which meant the project launch date kept being postponed.
• Not enough user research and user testing.
• Balancing design, development, marketing and management priorities.
Lead UX/UI Designer: Alice Lo
Digital Designer: Suh Putra
Project Manager: Alessia Murer
Copy Writer: Alessia Murer
SEO: Mike Hagley