Overview
StrongPath provides virtual fitness and nutrition training. The programs are handcrafted based on individual health and lifestyle goals. Members can choose from a range of programs including self-directed training as well as access to a coach for maximum support and accountability.
Working with the team at eScale Agency, I was tasked with designing a custom website that reflects their unique service offerings and delivers an effective user experience. Throughout the project I worked closely with the project manager, content marketing specialist and development.
The Challenge
The challenge was to design a website that is simple, engaging and positions StrongPath as the ideal option compared to other fitness apps and traditional personal training. StrongPath caters to both individuals and groups/workplaces so this needed to be reflected in the design.
In addition to the website, a brand style guide was designed to document the brand elements (e.g. typography, logo usage, colours) to ensure a consistent brand experience.
Details
Research and Insights
Since StrongPath services a wide range of users, I worked with the team to understand the target users and craft personas. This allowed us to get a full picture of user goals and design custom solutions for each target.
Sample Persona:
Information Architecture
A site map was created to document the navigation, pages and hierarchy of the site.
Wireframing
Next I worked on low-fi concepts for the various pages including the homepage and The StrongPath Difference page. The process involved researching competitive examples as well as reviewing and iterating on concepts with the team.
The Solution
A brand guidelines document was created to capture brand elements including colors, logo usage and typography. This was then carried over to the website. Below are sample screens from the brand document and mockups for the homepage and “Choose Your Path” page. The Path page was a later addition to the site and provides detail on the custom options available once a member signs up for a plan.
Brand Guidelines
Homepage
Choose Your Path Page
Learnings and takeaways
This was a fun project that allowed me to stretch my creative skills. It’s a rare opportunity to be given a blank canvas and design a custom website from scratch. Not only was I able to define the look and feel of the brand and website but I was able to touch on all aspects of the design process—including wireframing, creating high-fidelity designs and working closely with developers to build the site. It was also exciting to work on a project in the virtual health and wellness space which continues to be an emerging trend.