During this post, we will talk about the impact of having a proper website for the business. It can make a difference and push your sales to the top.
Challenge Brief — Local shops often suffer a decrease in their annual sales due to more and more adoption in online purchases through options like Amazon or eBay. This can affect local economies and many families.
Nevertheless, we can identify a trend extended in many metropolitan areas: the middle class decides to acquire fewer items but would be happy to pay more for each of these. Customers want to support smaller businesses, making an impact on their purchase.
“Think global, act locally.”
We want to help local shops improve their online presence to be more competitive in the market. In our case, we chose Spree Crossfit gym, a local business located in the heart of Kreuzberg in Berlin. The main goal of the practice was to redesign their website to increase the number of subscribers to the gym.
1. Users & business findings (Empathize Phase)
As with any good project, the most important part is, to make good research. In this case, we were lucky to interview the owner of the gym and understand the users. Here our findings after conducting interviews.
- Users between 25–30 years old practice mainly CrossFit.
- Users +40 years old practice CrossYoga (discipline where it’s combined Yoga and some light practices of CrossFit).
- Users chose gyms in regards to the location.
- Users are from all around the world.
- Goals: Offer safe and efficient training.
- Strength: Great trainers, location and attention to detail.
- Pain: Bad signposting location, customer oscillation and expensive.
To complement our findings, we also studied the market and built a competitor analysis and position map.
2. Personas (Define Phase)
Keeping all that we learned on the first steps, we build our user personas to be able to focus on their needs. This is how Jack and Sabine were created.
3. Site map & happy flow (Ideate Phase)
In order to reach our goal, we need to take into consideration all the previous steps. After doing card sorting (a technique to understand better the positioning of the categories that the website will have), we built the user flow or happy flow wherein the ideal scenario, the user will have to make just 3 clicks to purchase the plan at the gym.
4. Mid-Wireframes & prototype
Before building up the wireframes, we tested our flow with several users to make sure we were on the correct path. After some long sessions of usability tests, we were confident to make our middle wireframes and prototype.
5. Hi-Fidelity wireframes
Since our process was smooth, we were able to create hi-fidelity wireframes to give more reality to the product. Here you can see some screens on how it would look like.
During the process of the e-commerce project, we understood the importance of testing ideas and prototypes. The usability test step is crucial to design a good product and succeed.