iLoveKickboxing

Approach

Working closely with Director of Marketing and internal stakeholders I identified objectives and KPIs, conducted brand and experience workshops, member surveys and competitor analysis to surface data that will inform new brand and digital strategy. The creation of new design system, experience and content strategy transformed the brand and introduced new pages and simplified user journeys on the website with a goal to improve customer experience, drive conversion and bring ILKB’s story to life.

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Identity Development

Inspired by ILKB’s mission of empowerment and support, I created new visual language that reflects positive and energetic attitude, and brings the grit, ruggedness and clarity, suggesting a real and personal experience, but still keeping a quirky and approachable voice. The workout is raw and real, emotional as much as physical. I aimed to capture that with the new creative system that’s visually complex, human and imperfect as members in their fitness community, not using polished photos of perfect bodies but driving the concept of embracing their inner badass and having fun while doing so.

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Colors and type

The color palette consists of vibrant red, supported by ILKB dark and bright. Gold is used for accents and dark navy is supporting duotone treatment of photos. The brand typography is built around bold and geometric PP Formula Condensed which is accompanied by Rogthem to bring softness and personality and a utalitarian DM sans with nice readability and simplicity.

Graphic elements

To bring more character and depth to layouts I used layers and background textures and created series of branded graphics and painted patterns that are dynamic and strong, but at the same time feel handmade and organic.

Brand design support across touchpoints

New identity was expanded across many touchpoints, and translated into a brand system that can be leveraged across customer engagements, from social and web to gym and retail space. I created brand styleguide with versatile set of visual assets and guidelines to help ILKB team maintain consistency and create new marketing materials.

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Digital Strategy

New ilovekickboxing.com serves as a shopping tool but also as a home for refreshed pillars of brand expression. Visitor’s journey needed to be made as easy as possible and offer support and reassurance for someone not familiar with ILKB or kickboxing in general and get them started with promotional offer. My approach was to tailor experience and content strategy to meet those user journeys and needs and act as brand hub, research tool and shopping utility.

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Customer journeys and personas

I led research and workshops to better define customer profiles and understand their fitness journey, preferences and their relationship with ILKB. Results helped shape the new brand image and identify opportunities on the website that could improve the overall customer experience  and facilitate progression from newbie to loyalist to franchise owner.

Improving engagement and conversion

After auditing the signup experience I identified opportunities for improvement that informed new user flows that better service promotion sign-ups, as well as finding and selecting preferred studio location. The new account experience also gives visitors ability to easily book classes and see studio and schedule info. As a result visitors are routed through sales funnel in one seamless UX flow. Geolocation is used to suggest most relevant studios on the homepage for a more personalized experience. Visitors are also prompted to share their exact location when opening studios page.

Instilling cofidence through storytelling and education

Many visitors are looking for something new but not sure what to expect, so it was important to leverage content to support education and help visitors make informed decision. We developed dedicated first-timers and workout pages with  FAQ to assist visitors to learn more about the studio and classes. Honest member reviews were used for social proof and validation on global as well as studio level.

Studio pages

I designed robust studio page template to support current and prospective members as well as studio owners. It shows relevant information to visitors - from most essential info such as location, schedule and hours to its fitness community and general studio vibe. The template also supports various content types and enables franchise owners to easily add and update information while keeping everything consistent under the same brand umbrella.

Promo offers for first timers

Promotions are a key driver of any eCommerce experience. With this in mind I created strategic placements for intro offer to capture visitor’s attention without obstruction the browsing flow and be always readily available from the navigation throughout the visitor journey.

Mobile Optimization

Design system was prioritized to offer mobile friendly experience and flex seamlessly between mobile and desktop devices. Mobile navigation was developed with conversion in mind and it simplifies the experience of finding and selecting prefered studio. Once selected, visitors can continue browsing and when ready to buy or book classes they will be directed to their studio offerings.Visitors are also prompted to download the ILKB app, which is especially valuable for current members to easily manage their account and book classes.