The fastest-growing fitness franchise in the world, Orangetheory had become so focused on members in the studio, they were missing key opportunities to reach new members on their website. Our design team was tasked to redesign the site and create a booking engine that lets the user try the product in the easiest way possible.
We started with learning everything we could about the brand, talking to the client and friends that go the Orangetheory, researching the competition, and taking a free class at the gym to the brand unique competitive advantage. Collaborating with digital strategy we started brainstorming what would work best for the brand. The Design team started gathering inspiration and sketching together with UX possible solutions. Below are some early homepage explorations, where we explored pushing the brand further, introducing new colors, working with images, etc, while thinking of the booking process and the user experience.
Some of the early explorations:
We started showing our progress to people around us, watching how they react to the work. What was the first thing they see? Would they book a class with Orangetheory? How does it work – and based on this we kept refining our solution. Later on we limited our exploration to 3 distinct directions and we showed them to the client, along with our user testing insight and a UI kit summarizing the differences between each design direction.
We created a sample UI kit for each presented design, to show the differences at a building block level
Orangetheory.com screengrab from the browser
Workout page capture
Using invision's DSM I created a design system document that helped document all the elements of the design system – typography, grid and spacing, color, along with a quick onboaring guide for designers and developers on how to use these elements and how to create new ones where needed. Having such documentation in one place made the handoff to the dev team smoother and helped us to keep updated all the components, icons, and variations. This document facilitated greatly the handoff to the inhouse design team that continued developing the work.
The design system built with Invision DMS