Case Study

ChasingBetter247

Project Overview

Background

ChasingBetter247 (CB247) began as a small CrossFit gym in Cockburn and has since grown into a thriving fitness community with two locations in Malaga and Ellenbrook. As the gym expanded post-COVID, offering top-tier equipment, diverse classes, and a family-friendly atmosphere, it became evident that the existing website was not aligned with the company’s growth and brand vision. The outdated site suffered from slow load times, poor functionality, and limited flexibility for updates, creating friction for both members and the business.

Project Overview

The primary goal of the project was to redesign and rebuild the ChasingBetter247 website, focusing on enhancing the user interface (UI), improving site speed, and optimising the site for search engines (SEO).

The new website needed to reflect the gym’s commitment to innovation and family-friendly approachability while incorporating valuable functionalities for members, such as class timetables and streamlined form submissions. Additionally, it was crucial to ensure that the site was fully responsive, particularly on mobile devices, to cater to the needs of the gym’s diverse and tech-savvy audience.

My Role

  • UI/UX Designer (Research, Interaction Design, Visual).

  • Graphic Design (Website assets).

  • SEO Maintenance (Working with a SEO specialist, Performance Optimisation).

Empathize

To create a website that effectively serves both potential new customers and recurring members, it was essential to first gain an understanding of their goals, needs, motivations, and the common frustrations associated with selecting a gym —particularly in the context of group fitness.

Research

I conducted a focused research phase aimed at gathering valuable insights to inform the redesign. My approach included interviewing staff and gym members, as well as distributing surveys to capture their experiences with both the website and the gym itself. By integrating UI/UX and Customer Experience research methods, I was able to identify key insights and patterns to craft the most effective digital experience.

Additionally, I analyzed the websites and offerings of local competitors to uncover potential advantages that could help ChasingBetter247’s website stand out in a competitive market.

Competitor Analysis

SaaS Product

Realtime Conveyancer introduces a groundbreaking Transaction Management System (TMS) designed to deliver speed, accuracy, clarity, flexibility, and freedom in managing conveyancing processes. Whether using standard workflows or customized processes, users can effortlessly manage files, track deadlines, and eliminate manual checklists and calendars.

Our design journey began with extensive online meetings with conveyancing professionals to understand their specific goals and workflow challenges. These sessions were pivotal in shaping our approach.

Following these meetings, I facilitated brainstorming sessions to ideate features and solutions. Comprehensive research on competitors provided insights that influenced our interface design decisions.

Collaborating closely with the Realtime Conveyancer team, we developed the TMS and envisioned a dedicated mobile app for streamlined settlement process tracking. My role encompassed creating all visual assets, wireframes, and mockups, ensuring intuitive interfaces that resonate with our brand and optimize user experience.

Competitor Analysis

I created a board, listing the strengths, weaknesses of each local competitor's websites and applied my findings to best fit our own website design.

Design, Iterate and Repeat

Engaging with conveyancers to understand their workflow challenges and goals, shaping the intuitive design of Realtime Conveyancer's Transaction Management System (TMS).

Research Tools

Personas:
Developed to empathise with user needs.

User Flow Sketches:
Mapped out interaction paths.

Low-Fidelity Wireframes:
Initial design concepts.

User Testing:
Validated designs for usability.

Branding Workshop:
Defined visual identity.

Customer Journey Mapping

Journey Mapping

To understand how customers would find and interact with the service we created a Customer Journey Map for the website and the software.

Through lots of discussion and collaboration with the project manager, content writer and client, we had lots of valuable information to start planning and structuring for the user experience.

*User Research blurred for confidentiality.

Launch & Future Direction

Realtime Conveyancer continues to innovate and expand its offerings across Australia, with plans to integrate more advanced features and further streamline the conveyancing process.

With its launch in 2021, The success of this project underscores the potential of technology to transform traditional industries and improve efficiency and user satisfaction.

Key Learnings

  • The importance of user-centred design in creating solutions that address real user needs and pain points.

  • The value of iterative testing and feedback in refining and improving the design.

  • The critical role of cohesive branding in building trust and recognition in a competitive market.