Visual Showcase

Intro & Results

Problem

Story

Psychology

Research

Data

Ideation

Story

Design

Prototyping

Testing

Data

Reflections

Gymone is a Swiss-based fitness center that provide local premium fitness services.

Re-design Gymone’s key features and improve website usability.

Results

From 0% to 100% booking class completion rate

26 out of 26 solved usability issues

From 1 to 3 new user flows

Team

Alessio Cerquiglini

Duration

2 months

Re-design Gymone’s key features and improve website usability.

Results

From 0% to 100% booking class completion rate

26 out of 26 solved usability issues

From 1 to 3 new user flows

Team

Alessio Cerquiglini

Duration

2 months

Problem

1/28

Research

Heuristic Evaluation

An initial evaluation revealed 26 usability issues across Gymone’s core website functions: class booking, membership purchase and membership management. Four most impactful findings were:

Heuristic Evaluation

An initial evaluation revealed 26 usability issues across Gymone’s core website functions: class booking, membership purchase and membership management. Four most impactful findings were:

1 Critical

11 Major

1 Minor

1 Positive

27 Findings

Booking a class

Critical

Users are unable to complete the class booking process due to an unclear login flow and struggle to locate information about available classes.

Booking a class

Critical

Users are unable to complete the class booking process due to an unclear login flow and struggle to locate information about available classes.

Purchase a membership

Major

The homepage fails to clearly communicate the gym’s benefits and lacks social proof, making it harder for users to trust the brand.

Purchase a membership

Major

The homepage fails to clearly communicate the gym’s benefits and lacks social proof, making it harder for users to trust the brand.

Manage membership

Critical

The website doesn’t allow member to manage their membership. User can’t cancel their membership within the website.

Manage membership

Critical

The website doesn’t allow member to manage their membership. User can’t cancel their membership within the website.

Manage membership

Critical

The website doesn’t allow member to manage their membership. User can’t cancel their membership within the website.

General UX

Major

Both key flows redirect users to external sites that do not support English. Given that over 50% of members are non-German speakers, this significantly harms accessibility.

General UX

Major

Both key flows redirect users to external sites that do not support English. Given that over 50% of members are non-German speakers, this significantly harms accessibility.

Usability Testing

After forming my initial assumptions, I wanted to validate whether the identified issues truly affected the user experience. To do so, I designed a usability testing strategy that started with a pre-test survey to gather insights about participants’ demographics, lifestyle, fitness habits and digital behaviour. The usability test itself consisted of three main tasks:

Usability Testing

Purchase a membership

Book a live class

Manage your membership

Participant Overview

2 members (live session)

3 new users (online session)

A special thanks to Thierry, Karolina, Chiara, Pascal and Nicholas for the time and help by participating in the usability test.

Most relevant findings from the usability test

Discoverability Problem

It was observed that 5 out of 5 participants could not find information about available classes. This means that users lack access to essential class details, which prevents them from exploring offerings and booking.

Discoverability Problem

Broken Flow

It was observed that 5 out of 5 participants dropped off when trying to book a class. This means that the booking process is highly problematic and does not support successful completion.

Broken Flow

It was observed that 5 out of 5 participants dropped off when trying to book a class. This means that the booking process is highly problematic and does not support successful completion.

Missed Expectation

It was observed that 5 out of 5 participants were looking for a log in section were they could cancel their membership and manage their bookings.

Missed Expectation

It was observed that 5 out of 5 participants were looking for a log in section were they could cancel their membership and manage their bookings.

Language Barrier

It was observed that 3 out of 3 non speaking german participants preferred English as the default for the website, emails, and documents. This means that language inconsistency (German/English) creates friction and may discourage non-German speakers.

Language Barrier

Positive Finding

It was observed that 2 participants positively mentioned the 3D tour and premium colours. This means that certain design elements are perceived as engaging and could be emphasised further.

Positive Finding

It was observed that 2 participants positively mentioned the 3D tour and premium colours. This means that certain design elements are perceived as engaging and could be emphasised further.

“I don’t really understand what these classes are about and I would never book”

Chiara, during usability test

Research Results

After analysing all the findings, it became clear that the system had serious usability issues causing users to drop off when trying to book a class. This directly explained why many people ended up showing up to classes without a booking, hoping for a free spot. Exactly the issue I noticed at the beginning of the project.

Research Results

The research also revealed several problems for new users, especially when considering Gymone as their next gym. The value proposition wasn’t clear. The benefits of joining were either missing or poorly positioned. The social proof (like testimonials or community highlights) was weak or misplaced. The membership prices were confusing and not presented intuitively.

Another major gap was the absence of a profile section where members could manage their membership. For instance, to cancel a membership, users currently have to send a physical letter, which is outdated and frustrating.

Additionally, key parts of the experience such as booking a class or purchasing a membership redirected users to external platforms that didn’t support English, making the process even harder for non-German speakers.

Main Challenge

The redesign needed to fix the two core flows: booking a class and purchasing a membership, while introducing a new member profile section for managing bookings and memberships.

Ideation

Persona

Micheal

Gymone member

JTBD

His goal is to try a new class, because he has a limited time for his day and can’t complete his weight workout.

Micheal

Gymone member

JTBD

His goal is to try a new class, because he has a limited time for his day and can’t complete his weight workout.

Aika

New potential member

JTBD

Her goal is to find the right gym after moving to a new city. Her second goal is to cancel the membership as she will need to relocate somewhere else.

Aika

New potential member

JTBD

Her goal is to find the right gym after moving to a new city. Her second goal is to cancel the membership as she will need to relocate somewhere else.

Scenario

Booking a Class

Becoming a Member

Cancel the Membership

Driving at work

Micheal is driving to a parking silos where he needs to help a costumer.

Invited for dinner

A friends call him to invite him for dinner.

Commitment

He wants to still attend gym for a quick and fulfilled hour.

Check availabilities

He checks if there are some available classes that he might like.

Book the class

He navigate the website, but the information are hard to digest.

Pains

Missing clear class details

Ending

Micheal can’t complete the task and he decide to skip gym today.

Barrier

Drop off if booking feel like hassle

Scenario

Booking a Class

Becoming a Member

Cancel the Membership

Driving at work

Micheal is driving to a parking silos where he needs to help a costumer.

Invited for dinner

A friends call him to invite him for dinner.

Commitment

He wants to still attend gym for a quick and fulfilled hour.

Check availabilities

He checks if there are some available classes that he might like.

Book the class

He navigate the website, but the information are hard to digest.

Pains

Missing clear class details

Ending

Micheal can’t complete the task and he decide to skip gym today.

Barrier

Drop off if booking feel like hassle

User Flow

While mapping out the two main flows (booking a class and purchasing a membership) I realised that the website actually serves three distinct types of primary users. Defining these user types was essential, as each would require a slightly different UI on key pages such as the homepage and throughout the booking process.

User Flow

Guest

A person that don’t have an account within the system and they are not member of the gym.

Guest

A person that don’t have an account within the system and they are not member of the gym.

User

A person that have an account within the system but they are not member of the gym.

User

A person that have an account within the system but they are not member of the gym.

Member

A person that have an account within the system and they are member of the gym.

Member

A person that have an account within the system and they are member of the gym.

Design

Homepage

Notes

Homepage

Notes

Homepage

Notes

Classes Page

Notes

Homepage

Notes

Pricing Page

Notes

Testing

Test results

Participant Overview

1 member (live session)

1 new user (online session)

A special thanks to Arianna & Yves for the time and help by participating in the prototype testing.

Most relevant findings from the usability test

100% Completion Rate

It was observed that 2 out of 2 participants were able to complete the booking flow without any help.

100% Completion Rate

It was observed that 2 out of 2 participants were able to complete the booking flow without any help.

Navigation is Clear

It was observed that 2 out of 2 participants were able to find information and navigate easily across the website.

Navigation is Clear

It was observed that 2 out of 2 participants were able to find information and navigate easily across the website.

Intensity Levels

It was observed that 2 out of 2 participants were confused about the intensity level of each class. They mentioned that they didn’t know what it was referring to and that it should be more specific, for example cardio or weight intensity.

Intensity Levels

What Happen Next?

It was observed that 1 out of 2 participants was unsure what to do after having booked a test training. To fill the pit one solution could be to add a guide, for example “What to expect in your first week” or mark the transition with a personalised noted from a personal trainer.

What Happen Next?

“The website navigation is clear and I didn’t lost myself”

Arianna, during prototype testing

Reflection

The project started as a self-founded project driven by my desire to solved a poor experience I noticed and personally went through. The main challenge was filling the pits created by broken key flows. Today, products are expected to meet a basic standard and satisfy user expectations, especially in a saturated industry like wellness and fitness.

Reflection

I am happy with the result of my research and the implementation of solution that fixed the issues. I wish I had more time, support and resources to bring these changes into the real world and continue improving the product. For now, this project stands as my strongest research case study. Looking forward to the next challenge.

Thanks for looking at my case study!

If you have any more questions or want to know more details, please don't hesitate to contact me.

Thanks for looking at my case study!

If you have any more questions or want to know more details, please don't hesitate to contact me.

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