Yoga Roots is an international yoga studio in Malmö, Sweden for people of all backgrounds. They offer various classes from Vinyasa yoga, Yin yoga, Ariel yoga, and even mama and baby yoga.
They have not invested time or energy into their website as their beginning success was due to word of mouth. Now that they expanded to a larger studio and the spaces are available they need newbies to join! Therefore, how might we create a new website which highlights their two-week tryout card and increases new users?
A redesigned website which allows users to browse classes and book all within the website.
We want to know users values and their pain points so that we can redesign a responsive website with booking features.
- Yoga is a popular form of exercise.
- "Sweden's 8th most popular fitness methods, and was the primary fitness activity for 12% of its women and 2% of its men."(Undersökning, 2017).
- 5% of swedes state that they practice yoga (Geels, 2019).
- Around 11 yoga studios in Malmö, Sweden - not including gyms which offer yoga classes.
- Users are typically 25 - 50 years old
- Middle to High income households
- Around 40% of users have taken yoga classes before
- Around 70% already have gym memberships
-International community (offer classes in Swedish and English)
-Offer student/unemployed discounts
- Users want calming and relaxing website with whitespace
- Users go to yoga to de-stress
- Most users want information on teachers and pricing
- Most users want to see images of the studio beforehand
- 3/4 are willing to pay more for a better experience
- 4/4 users were annoyed with existing websites inconsistent typeface, font and photo quality
Define the scope of the project and its information architecture.
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Determine the navigation and informational flow on the website.
To show the booking flow along with setting up a membership and the decisions made along the way.
I started thinking about the layout and design of the website.
I grabbed my pen and paper and started sketching ideas for the screens based on the user research.
I started creating wireframes to focus on the layout and structure of the site.
I kept to Yoga Roots existing color palette but reworked the typography and layout of existing cards.
From my user flow and 1-1 interviews, I identified key moments in the user journey and focused my efforts on the screens that were most important in the booking process.
In order to check whether or not the screens work as intended, I set up a prototype in Figma and conducted usability testing to gain insight on the websites functionality.
I created an interactive high fidelity prototype in Figma to test the usability of the website.
I used the data from the usability test (affinity map) to create a priority matrix in order to identify which revisions were high priority and focussed on those fixes first.
The main revisions which were feasible for the time constraint.
The goal of this project was to redesign an existing website that allowed users to find inflormation and book classes with ease.
Well I like to think so, I had a 100% completion rate and quotes from usability participants like...
"I love how big the images are!"
"It was very easy to navigate!"
"I would defintely go to this studio!"
"Super easy booking process, Im surprised at how little clicks it takes."
"All of the images are very cohesive andThe vibe is relaxing yet sophisticated."
I would add various other pages
Throughout this process, I learned a lot about working with smaller companies and restructuring an existing site. I implemented various user research strategies and designed with error prevention in mind. I also learned the importance of balancing user needs with business goals.
Next time I will...
