The Grove
Breaking down barriers. Website design and development for an established gym.
GOAL
Design and develop a website to better engage with first-time traffic into a local gym.
TASKS
Brand implementation
UX + visual design
Market positioning
End to end development
User research
Information architecture
Getting People in the Door
The client wanted to bring in new members from the community. To achieve this goal, we focused on typical barriers to entry. Research showed that typical gym websites were intimidating rather than encouraging.
Barriers to Entry
In order to ease people's minds and create emotional buy-in, we used photography of the owner coaching members at all stages of their gym journey. We emphasized that this gym was community driven and beginner friendly.
By including schedules, maps, and FAQs for first-time goers, we helped address many issues that first-time users often face.
using member photos created a local environment of actual change
Instead of using stock model photography to portray a hyper-sexualized and, quite honestly, confusing representation of what a gym is, the client provided photography of actual trainers with actual members, allowing for a sense of community, trust, and support.
standing out with unique UI
Using an animated SVG to create the primary and secondary buttons created a memorable experience that helped build excitement around the idea of taking your first step towards a healthier life.
primary
Secondary
