As the sole designer on this project, I was responsible for branding, photography, product design, and social media. This multidisciplinary role allowed me to craft a cohesive and engaging digital experience aligned with the studio’s identity and business objectives.

To create a user-centered design, I conducted a comprehensive research phase that combined stakeholder insights, user research, and competitive analysis. Understanding the business's and its clients' needs was crucial to designing an intuitive and engaging digital experience.

I began by conducting stakeholder interviews with the studio owner to understand business goals, aesthetic preferences, and functional requirements. This helped define the core vision for the website and identify key priorities for branding and usability.
Next, I conducted user research through eight in-depth interviews with current and potential clients. The goal was to uncover pain points, expectations, and behaviors related to booking fitness classes online. Many users emphasized the importance of a seamless booking process, clear class schedules, and mobile-friendly navigation.

To gain a broader industry perspective, I performed a competitive analysis of leading Pilates studio websites. This helped identify best practices, common pain points, and areas for differentiation. I noted that many competitor websites lacked intuitive navigation and a cohesive visual identity, which presented an opportunity to create a more polished and user-friendly experience.

Based on research insights, I developed a design system that aligned with the studio’s branding and usability goals. The process began with branding and visual identity, establishing a soft, neutral color palette and clean typography to convey elegance and simplicity. The visual style was crafted to create a welcoming and calming atmosphere that resonated with the Pilates community.

High-fidelity wireframes and interactive prototypes were developed to visualize the user journey and ensure an intuitive, accessible layout. User testing sessions provided valuable feedback on navigation, class scheduling, and usability, leading to iterative refinements that enhanced functionality.

This project was an invaluable experience that allowed me to integrate branding, UX design, and digital marketing into a cohesive solution. Working closely with the studio owner provided insights into translating a business vision into a functional and beautiful digital product. The success of this project reinforced my passion for user-centered design and highlighted the impact of thoughtful research and execution in creating meaningful digital experiences.