Healthy Habits For Humans
INDUSTRY
E-commerce,
Health & Fitness
CLIENT
UrbanFit
STRATEGY
Market research
User Journeys
Information Architecture
OUTCOME
Mobile Application
E-commerce website
TOOLS
Adobe CC
Miro
In A Nutshell
During the pandemic, gyms and fitness centres across India were forced to close, leading to a significant decline in the fitness industry, Leaving the trainers and coaches to take their business online. During the same time, people's attitudes towards fitness changed, with many considering it a preventative measure rather than a curative one. This change in user behaviour resulted in a 156% increase in downloads of health and fitness apps, which presented an opportunity for Urbanfit to evolve its business from a sports nutrition e-commerce platform to a fitness and wellness ecosystem.
Urban Fit is a sports nutrition and supplement centre located in Pune. With three physical stores, they offer a variety of fitness products. They also have in-house dieticians who assist customers in achieving their nutrition goals.
With the challenge of a tight timeline of only six weeks, my objective was to create a digital ecosystem that supports people in their fitness journey and provides personalised meal plans, mirroring the human touch that Urban Fit offers in-store while allowing customers to track their progress.
Design Strategy
In the short and high-intensity discovery phase, I interviewed stakeholders and users to align expectations and identify pain points and opportunities. Following this, I defined project milestones and prioritised prioritised use cases. I audited the existing website and analysed the quantitative information, such as user flows, conversion points, and user behaviour. I also reviewed the competitive market.
To test and validate the designs, I conducted user testing and made iterative improvements based on feedback. Throughout the project, I worked closely with the marketing team CEO and the stakeholders to ensure the website aligned with their goals and effectively communicated the brand's message.
Mobile App
To build a fitness ecosystem that caters to people's fitness needs and offers bespoke and customised customised meal plans. The fitness e-commerce industry has become increasingly competitive, but despite being a small business, Urbanfit has managed to maintain a loyal user base by leveraging its physical store presence. Our aim was not only to revamp the website's appearance and enhance the conversion rate but also to address the marketing team's concerns about missing out on potential customers.
Reflections
The application and website were launched one year after the expected delivery date. Despite the delay, the app is still in its early stages, and we have uncovered exciting insights, including a new demographic of users.
Interestingly, the brand successfully retained its original customers while attracting a new segment of middle-aged users, thereby maintaining and growing its local fitness community.
The app is tailored to suit the Indian context and has successfully bridged the gap between offline and online fitness.