Pilates On Point

Pilates on Point (POP) is a boutique fitness studio in Palm Beach, Queensland, hosting ten Pilates reformer beds. They got in touch because their current website looked out-of-date, unprofessional, lacked relevant information, and was challenging to navigate.

Inevitably, the company wasn’t getting the conversions they were looking for. They needed a new site compatible with mobile and tablet, so users could easily book classes on their phones using the Mindbody booking and scheduling software. Additionally, POP had a 6-week fitness challenge to promote, so a mobile app was crucial to ensure members could easily engage with the campaign.

We were brought on board to redesign the website and create a custom mobile app. My team’s goal was to increase bookings by making it easy for potential customers to find and purchase classes.

First, we conducted UX research, analyzing existing website data to see where current site visitors dropped off. Next, we conducted stakeholder interviews to understand what Pilates on Point users needed from the site. Finally, competitor analysis enabled me to understand the studio’s unique selling proposition.

Once I was clear on the site’s requirements, I designed a UI to address each need. I created low-fidelity wireframes, and a high-fidelity prototype and conducted user testing to ensure the delivery of a human-centric product.

Based on our findings, we decided to design a simple, clean website with minimal distractions. The navigation was designed to be self-explanatory, so users could easily find the information they were looking for.

The overall vision was that the site should convey a sense of energy. I used professional images of clients exercising on the reformer machines to engage the user in the proposed experience. In addition, I designed a simple user journey requiring minimal clicks along with well-labeled content and button copy to keep the user engaged and moving through the sales journey.

I also utilized the reveal/show functionality to provide relevant information when required by the user. This ensured that users were not overwhelmed with information they didn’t need.

Additionally, I introduced a carousel to promote the most popular classes and a pop-up lightbox to draw attention to the 6-week challenge. Next, I embedded the Mind/body app into the website and mobile experience, creating a swipe function on the app so that the user could easily compare all pricing options. Finally, I set up a private membership area where Pilates on Point could share tailored video content with its members.

From conducting stakeholder interviews, we learnt that the existing site featured too much irrelevant information. Therefore, I ensured that copy was kept to a minimum and used the reveal/show functionality to convey relevant information when required by the user. This ensured the user was not overwhelmed with information they did not need.

Additionally, we introduced a carousel to promote the most popular classes and a pop-up lightbox to draw attention to the 6-week challenge. Next, we embedded the Mind/body app into the website and mobile experience, creating a swipe function on the app so that the user could easily compare all pricing options. Finally, we set up a private membership area where Pilates on Point could share tailored video content with their members.

Pilates on Point’s new website and mobile app went live in October 2018. The response from users has been fantastic, with an increase in bookings and positive feedback about the design. Thanks to our redesign, Pilates on Point has seen a significant increase in web traffic and online sales.