Bodyfit

Working within Bodyfit’s existing branding and WordPress interface, I aimed to transform the ‘Join Now’ page from a simple grid of membership options into an engaging, user-focused experience. The goal was to not only improve the customer’s understanding of membership types but also introduce them to the unique atmosphere and offerings of the gym.

Because new customers were required to select their gym location before viewing membership options, I applied the UX principle of the goal-gradient effect. This involved introducing a clear, visual progress indicator at the top of the page, helping guide users through each step and keeping them engaged throughout the process.

Copywriting played a pivotal role in the redesign. Active, friendly language like ‘Let’s get started’ and ‘Choose your home gym’ spoke directly to users, creating an approachable tone that aligned with Bodyfit’s energetic, community-driven brand.

To simplify decision-making, I highlighted the most popular membership option with an accent colour and reduced the number of choices on display, drawing on Hick’s Law, which states that decision-making time increases with the number and complexity of options. This approach ensured the sign-up process felt simple and intuitive.

Finally, I introduced supplementary content to further support potential members, including an overview of membership benefits, key Bodyfit perks, and a comprehensive FAQ section. This ensured no customer was left with unanswered questions.