Sports
B/SPOKE
B/SPOKE is a boutique cycling studio designed to help members achieve their best selves through high-energy workout sessions.
Project Type:
UX/UI Design
Branding
Client:
B/SPOKE
Sports
B/SPOKE
Introduction
B/SPOKE wanted to refresh their website after the pandemic. They approached us to find the balance between approachable and no-nonsense for their digital presence.
The Challenge
The client’s existing website did a good job of communicating their offerings and fitness philosophy. However, the sitemap was cluttered, making it difficult for first-time users to find the right membership plan. As we evaluated the website, we saw several opportunities to expand on their brand positioning and create an online experience that matched their commitment to fun and accountability.
The Challenge
The client’s existing website did a good job of communicating their offerings and fitness philosophy. However, the sitemap was cluttered, making it difficult for first-time users to find the right membership plan. As we evaluated the website, we saw several opportunities to expand on their brand positioning and create an online experience that matched their commitment to fun and accountability.
Featured Challenge
Featured Challenge
Featured Challenge
Featured Challenge
The Solution
Like all projects, we began by evaluating the existing site to make high-level recommendations. But to effectively activate fitness journeys, we had to put ourselves in the shoes of different types of website users. We broke our personas into four main types: the gym rat, the casual fitness enthusiast, the newbie, and the busy professional. This helped us understand the information users look for when signing up for a gym.
Research
No two workout journeys are the same. So to capture the nuances of our target audience, we interviewed different types of B/SPOKE members (both new and old) to gauge their wants, needs, and goals.
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We honed in on B/SPOKE’s commitment to inclusivity and approachability for their key messages, then we wove those talking points throughout the copy on each page.
Copywriting
03
Wireframes
02
The original design lacked a jolt of color, so we implemented a vibrant red accent. We also worked on imagery to support the social nature of the classes.
The original design lacked a jolt of color, so we implemented a vibrant red accent. We also worked on imagery to support the social nature of the classes.
Hifi Design
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Solution List
Featured Solution
The
Deliverables
An online experience as positive and engaging as B/SPOKE’s classes. With inspirational messaging, dynamic imagery, and intuitive features designed to jump-start fitness routines, our revamped design perfectly captured what set B/SPOKE apart from other boutique studios.
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The Deliverables
An online experience as positive and engaging as B/SPOKE’s classes. With inspirational messaging, dynamic imagery, and intuitive features designed to jump-start fitness routines, our revamped design perfectly captured what set B/SPOKE apart from other boutique studios.
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Evaluate the existing site and interview members to understand user needs.
Restructure the content hierarchy to align user goals with actions.
Adjust the voice and tone to better represent the client’s core values.
Expand the brand identity through color palettes and imagery.
A one-size-fits-all approach rarely works, especially in boutique fitness (where goals differ from person to person). Our research allowed us to create a design that covered all the bases, addressing the anxieties of new users and the need-to-knows of fitness enthusiasts. Plus, our focused actions and strategic use of color brought intentionality to the visuals, seamlessly complementing B/SPOKE’s positive, high-energy classes.
Client Testimonials
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