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Website Redesign for Forward Motion Yoga

Forward Motion Yoga, a successful yoga studio in Markham, Toronto, faced a decline in business during the pandemic and sought to revamp its online presence for growth. The company aimed to expand its reach by offering online yoga and mindfulness classes and launching B2B corporate wellness programs. 

Project Timeline

14 weeks

Tools & Softwares

Figma

Adobe Photoshop

Adobe Illustrator

Invision

Key Contribution

UX/ UI Design

Content Strategy

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Team

Collaborated with 4 designers & Front-end developer

(Remote)

PROBLEM

Many inconsistencies in the website layout and lack of clear navigation for users

The website has been facing several challenges related to its user experience (UX), including weak navigation structure, inconsistent content across pages, slow loading speeds, and limitations with the existing booking system (Wellness Living).

GOAL

Client Vision 

  1. Boost customer participation in online yoga and mindfulness classes through long-term subscriptions and customer loyalty.

  2. Enhance website layout and user experience while maintaining organized content for easier navigation.

  3. Raise public awareness of the benefits of yoga and mindfulness through marketing efforts.

  4. Highlight the benefits of wellness living to users.

  5. Distinguish from competitors by promoting the new B2B corporate wellness programs.

PROBLEM STATEMENT

How might we improve the websites to increase the customer enrollment to the Forward Motion Yoga online classes?

SOLUTION

Before  Homepage

After  Homepage

Forward Motion Yoga - HomePage.png

Before  Classes Page

After  Classes Page

Before  Yoga Page

After  Yoga Page

Before  Instructor Page

After  Instructor Page

RESEARCH

Ease of access to information and booking for the classes is lacking in the website

For this phase we conducted two types of research to understand the friction points in the website: 

  • Heuristic Analysis

  • User Interviews

Findings from Heuristic Analysis

FMW - Heusitic Analysis.png

Findings from User Interview

Findings from New Clients

  1. Detailed and clear information about the classes, pricing, and instructor before enrolling in classes

  2. Ability to select the level of difficulty for the classes

  3. Need for interactive online classes similar to in-person classes

Findings from HR Managers

  1. Subscription model for classes for both physical and mental well-being that they can provide to employees

  2. Flexibility with timings for employees to schedule classes based on their availability

  3. User-friendly for employees to book classes

Findings from Existing Clients

  1. ​Easy access to new promotions and offers in the studio

  2. Flexibility of timings in online classes

  3. Easy scheduling for the online classes and payment

  4. Instructor information should be more clear with their pictures

Opportunities

  1. Design straightforward navigation, feedback, and intuitive layout

  2. Enhance credibility by making instructor page more detailed and consistent

  3. Improve user experience with search bars and filters

  4. Implement user-friendly booking and scheduling of classes

  5. Provide more visibility to promotions to attract more customers

  6. Improve accessibility to make the website more inclusive.

IDEATION

1. Improving easy navigation

Based on the findings, we made strategic changes to the site map to improve user navigation and functionality. The revamped site map clearly highlights the different class offerings, providing users with easy access to information and class schedules.

Forward Motion Yoga - Site Map.png

2. Redesigning Instructor page to be consistent

3. Reducing the click-through for users to schedule class

Forward Motion Yoga - User Flow.png

4. Questionnaire for users to find the ideal class

We proposed the integration of an interactive questionnaire at the top of the landing page. The questionnaire is designed to assist users in finding their ideal class based on their specific needs and preferences. By implementing this feature, we aimed to reduce the friction in the class selection process and eliminate the burden of having to navigate through a multitude of options.

DESIGN

Style Guide

To cater to a diverse user base, we created a style guide that maintains the consistency of the Forward Motion Yoga brand while ensuring inclusivity and accessibility in the website design.

Prototype

CONCLUSION & LESSONS LEARNED

Success Metrics

We identified key success metrics to assess the impact of our redesign on user enrollment for the yoga studio

  1. Decreased bounce rate

  2. Increased in time spent on site by the user

  3. Increased class scheduling through the website

  4. Improved user engagement with the features of the website

  5. Improved customer reviews and testimonials

Reflection

I am glad to have worked on a real-world project as my first project during my Interactive Media Management program at Centennial College. Collaborating with my team, which comprised individuals from diverse professional backgrounds and time zones, was an enriching experience that allowed us to leverage each other's strengths and learn from each other.

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If we had been given more time, we would have conducted usability testing to evaluate the design's effectiveness and identify areas for improvement. Usability testing is a crucial step in the design process, as it provides critical feedback from actual users and helps to refine the design.

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Overall, this project was an excellent learning opportunity that provided me with invaluable insights into the world of UX design. I'm grateful for the experience and feel confident in my ability to apply the skills and knowledge gained from this project to future projects.

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