This American Life
StudioHop is a Dallas based fitness startup looking to redefine the way people workout. Working closely with the founders, I was able to design everything from their brand identity and their website, to their mobile apps and marketing—a true top to bottom project.
This ain't your mothers membership.
When I first started working with StudioHop, they had most of the important pieces of their business in place. Customer acquisition, retention, and a well defined business model. Their website was handling thousands of bookings a week and their user base was growing steadily. While those things were great, they realized there was still opportunity to streamline their customer experience and also distinguish themselves from competitors.
This led me to take a step back from their current look and feel, and look for ways to really help them put their mark on this space. Working closely with their internal marketing team, we set out to develop a completely new visual identity. I wanted the new identity to feel very fluid and convey a certain amount of motion.
"I wanted the new identity to feel very fluid and convey a certain amount of motion."
New year, new site, new everything.
Once the major pieces of the new design direction where in place, I started laying out the basic structure for the new site—first with rough sketches, then wires, then visual design.
We focused first on the pages that needed to convert the most, and then moved on to classes and studios where I designed a completely new map experience to be more inline with mobile.
I designed a lot of the content as repeatable modules, which allowed me to reuse it throughout the site to bolster their message. It also helped create consistency across the site, delivering a unified web experience and speeding up the design and development process.
"Ronnie is one of the best designers we’ve worked with not only on a professional level, but personality wise as well."
Ryan Wolfe, Co-Founder
Designing for mobile.
When it came time to focus on their mobile apps, the team was a little unsure how to proceed. They new their apps were underperforming, but couldn't quite put their finger on why. After a few initial conversations about how best to approach the problem, I sat down to start mapping out a few user flows based on their existing user needs. This helped me understand where to spend extra time focusing on a specific parts of the experience, like classes, search, and booking.