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R ZONE
UX RESEARCH | WEB PAGE RE-DESIGN
Redesign of Rzone Fitness´ website to attract new clients and create loyalty among current ones. Optimization and curation of information to make the site less overwhelming while adding new features to improve user´s overall experience.
Currently, it is imperative for businesses to establish a strong brand presence, and an online presence plays a pivotal role in increasing exposure to potential clients, while also enhancing the experience of existing ones.
After conducting comprehensive research and analysis, our objective was to address the issues faced by Rzone Fitness by concentrating on their website and overall user experience. The website in question was overly extensive and contained extraneous information, leading to clutter and a sense of overwhelm for visitors.
Summary
MEET THE CLIENT
Rzone Fitness is an only ladies' gym based in Miami. It currently has four studios around the city.
We worked directly with Rzone Fitness Doral.
How might we enhance the website by simplifying and categorizing the information so that it increases the member´s awareness to use the website and attract all potential women?
ADDRESSING THE PROBELM
// Simplify the website to make it more user-friendly
// Retain current member loyalty
// Attract new potential members
// Create accessibility and usability for current members to have a better experience.
SOLUTIONS & GOALS
Research
Our research initiative commenced by understanding R Zone, which involved acquiring insights into the knowledge, emotions and improvement objectives of the stakeholders. By leveraging their expertise and awareness, we could construct a comprehensive panorama of R Zone´s current situation.
STAKEHOLDER INTERVIEW & CUSTOMER SURVEY
Drawing from the information we had gathered, we initiated by interviewing the stakeholder with the objective of gaining a comprehensive understanding of their perspective, including their pain points and aspirations.
Leveraging the knowledge gleaned from the stakeholders, we proceeded to conduct a survey with the aim of obtaining deeper insights into the clients' viewpoints. Our objective was to gain a more nuanced understanding of their needs and pain points, allowing us to provide more effective solutions.
Key Findings:
// In addition to inhouse administration or equipment-related issues, the R Zone website requires some adjustments in terms of information organization.
// 85% of members rely solely on Instagram for their communication and advertising needs, making it the primary mode of engagement for R Zone.
// That same 85% of members aren´t aware of the website, the rest think it is “ok”.
// Members have a hard time tracking their information on the heart rate monitor.
// Neither the website nor the app provides a user account where clients can access their information leading to confusion.
// Only 14.3% of members use the app therefore they are aware it exists.
// Even though R Zone Doral would like to have their own website, due to business agreements and branding usage it is not possible. Even though 14.3% of members are aware of the app, the app is an intermediate platform. Developing a custom app for R Zone would entail additional expenses that the organization seeks to avoid. Our job is to optimize existing resources and enhance their effectiveness.
AFFINITY MAP AND DEFINITION OF PAIN POINTS
CHOSEN GROUP OF PAIN POINTS
THE WEBSITE DOESN´T GET TOO MUCH ATTENTION
THE WEBSITE IS TOO GENERAL / NO SPECIFICS ON EACH GYMS
THE WEBSITE CONTAINS TOO MUCH INFO.
THE WEBSITE IS INTIMIDATING
HMW SIMPLIFY AND/OR ADD TO THE WEBSITE TO BRING THE MEMEBERS' AWARENESS AND USE IT?
HMW SIMPLIFY THE WEBSITE TO MAKE IT MORE USER FRIENDLY WHILE STILL PROVIDING ALL THE INFO NECESSARY.
HMW HELP THE COMPANY EMBRACE THE DIFFERENCES OF EACH GYM AND SHOW THEM ON THE WEBSITE?
HMW CHANGE THE WEBSITE TO MAKE IT MORE INVITING TO ALL POTENTIAL WOMEN?
With the insights gained from survey responses, we employed various techniques such as affinity mapping and empathy mapping to better understand the users' needs. By categorizing the responses, we were able to identify the primary pain points and determine the most essential requirements. This led us to formulate a "How Might We" statement that served as a guide for our actions.
After selecting the most significant pain points and categorize them, through the creation of multiple "How Might We" statements, we were able to identify critical areas that require our utmost attention, enabling us to devise more effective solutions and a final HMW.
HOW MIGHT WE
“HOW MIGHT WE ENHANCE THE WEBSITE BY SIMPLIFYING AND CATEGORIZING THE INFORMATION SO THAT IT INCREASES MEMBERS´ AWARENESS TO USE THE WEBSITE AND ATTRACT ALL POTENTIAL WOMEN? ”
Analysis
COMPETITOR'S ANALYSIS
We conducted a competitive analysis where we evaluated Rzone against its primary competitors. The objective was to gain valuable insights into how the competition operated in comparison to Rzone and to determine areas for improvement.
Based on our analysis, we found that Rzone's website contained an excess of information, which could be streamlined for a better user experience. We also noted that Rzone was the only website among its competitors that lacked an account section for users. These findings provide us with a clear direction for enhancing Rzone's website to meet user expectations and improve overall performance.
WEBSITE
RZONE FITNESS
DORAL
RZONE CORAL GABLES
ORANGE
THEORY
F45
LA FITNESS
// Too much information
// Visually nice
// It communicates that is a Gym for ladies.
// A little confusing.
//It feels intense
// Too much information
// Visually nice
// It communicates that is a Gym for ladies.
// A little confusing.
// There is no differentiation between all Rzones
// Concise
// Visually pretty.
// Inviting and light vibe.
// Practical and straight forward.
// Clean and organized
// They have separate info based on each studio.
// Not very appealing visually
// A little confusing.
// Not fully functional.
// Good searching features.
//They have separate info. based on each studio.
// Messy and extreme amounts of info.
// Anything a member could be looking for is there.
// Not visually appealing.
// Its boring looking.
// Overwhelming due to too much info.
LEVEL OF PERSONALIZATION
Very personalized experience
Very personalized experience
Very personalized experience
Very personalized experience
Average
USE OF THE HEART RATE MONITOR
Yes
Yes
Yes
Yes
No
MANDATORY
SIGN UP SYSTEM
Yes
Yes
Yes
Yes
No
MEMBER ACCOUNT WITH FULL HISTORY
Moderate info on app but not on website
Moderate info on app but not on website
Unknown
Unknown
Yes on Website
SWOT ANALYSIS
Following our in-depth understanding of Rzone, we conducted a SWOT analysis to identify the organization's strengths, weaknesses, and opportunities for growth.
Our analysis revealed that Rzone boasts exceptional customer service and cutting-edge gym technology. However, we observed that the website's communication approach unintentionally confuses potential clients and customers with misleading information, which could result in a loss of clientele to competitors. Additionally, the cluttered website may appear intimidating and unfriendly to users, creating an overall suboptimal user experience. Addressing these issues can significantly improve Rzone's user engagement and lead to a positive impact on its overall growth
STRENGTHS
// Inform clients
// Attend to clients
// Exceptional customer service
// Polar heart rate monitors
// Body composition technology
// Account management on app
// Attentiveness and great customer service
// Easy to use app: sign up for class, and check in
// Inform clients
// Attend to clients
// Exceptional customer service
// Polar heart rate monitors
// Body composition technology
// Account management on app
// Attentiveness and great customer service
// Easy to use app: sign up for class, and check in
WEAKNESSES
// Condense information
// Simplify website
// Add member accounts on website
// Consistency
// Website member account management
// Differentiating the studios within the franchise
// Better categories
// Misleading or confusing information
// No tracking history or full control of personal membership account on website
OPPORTUNITIES
// Transformation stories
// Testimonials
// Content use to promote business on social media and website
// Member class performance and progress recorded
// Recorded information could be combined and stored in member personal account on the website
THREATS
// Better information offered to clients from competitors
// Better member info and history storage
// Misleading or confusing information can lead to confused or upset clients who will then want to leave to another gym
HEURISTIC EVALUATION
Knowing how much the website needed to be improved we defined specific points through a heuristic evaluation. The analysis reiterated how misleading and crowded the website was.
PROBLEMS
HEURISTIC NUMBER
RECOMMENDATION
SEVERITY
1. Far too much information and it is overwhelming visually.
#7 #8
Simplifying the layout and the information.
4
2. No personal account portal.
#1 #3 #4 #7
Add a Portal
4
3. No differentiation between the several studios.
#3 #7
Create a space that embraces each studio’s features.
2
4. First time class booking & registration is complex & tidious.
#1 #3 #4 #7
Simplifying the layout and the information.
2
5. Packages page is misleading & confusing. It does not differentiate the actual rates between studios
#4 #7
Add the packages individually in every studio space.
3
Define
USER PERSONA
To begin the define stage, we prioritized the development of a comprehensive user persona. From the insights gathered so far, we successfully crafted a persona that closely aligns with the needs and characteristics of our target, potential, and existing user base.
Meet Clarissa Stevens
ACCOUNTANT, 62
ABOUT
Clarissa is not a fan of the gym but would like to start exercising. She feels that an organized group class could motivate her to exercise and she is willing to try. She has ideas of where she could go by searching on Google and walking around her area. As an accountant, Clarissa works from home and would like to find a place that would get her out of her house and feel a sense of community somewhere.
GOALS REGARDING THE SITE
// Easy access to the main information about the Gym.
// Quick first time registration process.
// Accessible ways to register for classes may be the app or the web.
FRUSTRATIONS REGARDING THE SITE
// Getting confused due to too much info on the web page.
// Getting lost while navigating the site.
// Not knowing which gym would be better for her.
Due to her busy schedule she would like to have quick access to information about the nearest studios however she feels an all ladies gym would be best; it would make her feel more comfortable.
To better understand her struggles we made a journey map explaining the beginning and end of her experience looking for the perfect studio to exercise & what would it be like with R Zone´s current site.
JOURNEY MAP
1. She begins by wanting to go to a gym to feel healthier and to get out of the house.
2. She soon realizes how uncomfortable she would be exercising in front of men.
3. She finds Rzone she gets excited and decides to navigate through the web.
4. She soon finds out the current page is overwhelming in information she wont have time to look at but decides to trust the gym anyway and decides to schedule her first visit.
5. As she´s looking to register she notices there isn't an account option and that the registration process is made in stages where you have to fill out a form, then the studio has to approve it and later on call you to see if you´re still interested.
6. Due to this process that seems exhausting she moves on.
Persona: Clarissa
Potential member who wants to register for the first time.
Expectations
To access all information quickly and register seamlessly.
ACTION
Thinking of going to the gym.
Googling for potential gyms to join but feels uncomfortable working out around men.
Gets excited to find Rzone Fitness because it´s an only ladies gym.
During her lunch time she opens the website and is intimidated by the look of it.
She then navigates through the web but she´s overwhelmed by all the information and discouraged.
She decides to register anyway because it s an all women´s gym and there´s a free class.
She realizes she can´t create an account to register through the website and that the process of registration is complex through a form that needs evaluation and then you get a call to see if you can attend.
IMPROVEMENT / OPPORTUNITIES
N/A
Googling you can see that the description on Rzone Fitness explains that it is for women of all ages.
N/A
Area to improve:
Making it more inviting.
Area to improve:
Making the web less time consuming & simplifying it.
N/A
Area to improve:
Create a simple registration process from the web.
JOBS TO BE DONE
Once the journey was made it was clear what needed to be done to improve Rzone´s website.
We defined our jobs to be done to state our goals while re-designing the website.
TO REGISTER & BECOME A MEMBER
1. To buy a package.
2. Provoke the right feeling to create loyalty- Create the right sense of community to influence the potential users to stay as well as for mental and physical evolution.
Design
MOSCOW METHOD
For our design phase we started by creating a Moscow method that would help us state the features that needed to be there, the ones we needed to remove from the current site and the ones we wanted to add.
“As a potential member, I want to navigate easily through the website to get all the information I need to want to sign up for the first class.”
-Clarissa
SITE MAP
Having stated the features that best served the app, we were able to create the site map to state a seamless flow for the user to navigate and enhance their searching and registration encounter.
Overall through a seamless journey inside the site, we are also providing a smooth user experience leaving the user satisfied.
USER FLOW
Now that we understood what the redesign of the website looked like, along with the needs of our potential user, it was clear the flow the user had to go through to reach its goal of finding the right information and creating an account.
Design
Once the flow was defined we created several Low fi´s that were ultimately combined into a better one. We respected Rzone´s branding and tried to keep the site as faithful to what Rzone´s marketing team had created; however the redesign did make the website a lot easier to navigate through.
Mid-Fi
HOME
ABOUT
TESTIMONIALS
The home page is now simpler however it has more quality regarding visual communication. We decided to have a video of the overall in-gym experience to attract and inspire users.
The About page now shows through videos and images the most relevant features the gym provides. It is all on one page and a little explanation is added.
We felt the testimonial page was necessary to keep, however it was optimized and made simpler and nicer looking. Through testimonials users can get inspired and be more inclined to book a free class and become loyal members.
STUDIOS | DISPLAY OF ALL STUDIOS
STUDIOS | DISPLAY OF FITNESS STUDIO DORAL
For the studios, we noticed information was misleading so we decided to have one page where users could access basic information like area, description, and an image of the facilities. From here they can book a free class that would take them to the newly added registration page or by clicking on the studio image a page dedicated to that specific studio where users can access schedules, packages and a link to the studio´s instagram.
SIGN IN
REGISTRATION
Once the user clicks on “book free class” it would take them to the login/ registration page where they can create a new account or access their account if they´re current clients.
After registration the new user would have access to an account that provides them with necessary information, automatizing the process of registration to a new gym as well as general contact with the front desk.
Through the new interface, the goal of enhancing the website by simplifying and categorizing the information was met. Through it, users will satisfy their needs creating loyalty and elevating Rzone´s reputation through seamless user experience.
Hi-Fi
CONCLUSION
In conclusion, the project successfully achieved its goal of creating a streamlined user interface that enhances site navigation. By creating a registration page, we have significantly improved the user experience by ensuring a more secure and efficient process for customers. This enhancement promotes user loyalty and positively impacts the business.
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