Eri Anton Fitness
Overview
Eri Anton Fitness is the first subscription-based workout program created by a team of fitness experts who worked with an Instagram influencer as the face of the product. The client needed a marketing website that could take payments and collect user data, as well as a gated portal for the workout and nutrition programs that come with the subscription.
Tools Used
- Webflow
- Memberstack
- Zapier
- Jotform
- Mailchimp
- Calculator integration
The Challenge
Originally the client had a simple version of this product in mind, but it grew as we progressed through the project. Using Webflow as the platform to build and launch this website/web-app combo, there were some limitations I recognized in the beginning that I would have to tackle, such as a payment processor and somehow gating the content.
Goals
- Design marketing site
- Allow payments and ecommerce
- Gated portal content
- Easy navigation for users
Process Highlights
User Research
Before jumping into design, I did some research into the typical users who would be using this site. Created personas such as the stay at home mom looking to get fit. It was also essential to get to know the influencer, since she would be headlining the product and a major reason why some users would be visiting in the first place.
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Homepage
Throughout this whole design, I had to find a balance between showcasing Eri and featuring the actual product. Eri may be the reason some users initially visit the site, but if they're not impressed by her product, they're not likely to stay.
Social proofing would be a very effective technique to ensure the success of this product.
Transformation Challenge
With the launch of this program came the Transformation Challenge, which provided customers with more incentives to join the program. This page served as a landing page to drive traffic to, highlighting the success and prizes the participants could win. Having a clear call to action in each section would help the user understand what purpose the page serves.
Plan Differences
There were multiple different plans being offered, so I found it important to be clear about what each plan or program included. Using a pricing table that outlines plan benefits and highlights the price is how I alleviated any confusion.
Funneling The User
Because this product had so many possibilities for the user, I wanted to design the portal in a way that would help funnel them to their destination. The dashboard is the start of it all, with two major paths to take and some minor items to check out. From there, the paths are broken down into more detail.
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Program Customization
As a fitness program, I expected users to have different athletic skill levels. We decided to include difficulty levels to further customize the program. Centralizing the difficulty levels helps users to recognize that functionality.
Exercises
The program exercises is one of the most important components of the program. I had to design an interface that could fit all the actions offered to the user and establish a hierarchy for all the elements.
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The Solution
This project evolved in scale as we moved along. To achieve all the functionality the client desired, I had to integrate with other software and third party tools such as Memberstack, Zapier, and Mailchimp. The challenge with this project was making sure the user was aware of all the possibilities of this product. Communicating with the user any next steps after account creation or signing up for a challenge was crucial.