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Responsive Web Design

DIGITAL FITNESS E-COMMERCE

CITYROW

Role

Product Designer

Responsibilities

UX/UI Design, User Testing, Competitive Analysis

CITYROW started as a boutique fitness studio with class programming that combined HIIT circuits and stationary rowing machine drills. They launched their first mobile app experience in 2018 with Bluetooth connection capabilities for users to track their rowing data within the mobile app experience during their workout in real-time. CITYROW started their venture into the e-commerce fitness space by selling their same studio rower to promote the data tracking connection capabilities of their mobile app. In 2020 CITYROW scoped the launch of their immersive digital rowing machine that would combine the mobile app and connected experience in one stationary rowing machine. For this new product launch, CITYROW needed an upgraded site experience.

CONTEXT

CITYROW needed an elevated site experience that highlighted the rowing machines, explained the subscription offering, amplified the visual identity, included the studio website, and supported a seamless checkout experience. At this time CITYROW was utilizing the same development team for both the app and the website. The website was scheduled to be redesigned while the Max Rower and mobile app were in development. The original website was not created using a CMS, but because the web services team wanted to make quick adjustments for testing, SEO, and marketing the new website would be built utilizing a CMS.

CONCEPT

Based on the time constraints and goals provided by the web services team I wanted to create modularized design elements that could be added to any page on the website to create a cohesive site. These modules would be created to support image and copy content for our products and  services with user accessibility as the primary design focus. Lifestyle product imagery, white space, iconography, and atomic branding elements were used within each module to break up information and create cohesive pages that highlighted products and features.

OUTCOME

The site required minimal new mapping and new pages were added to support product details and customer reviews. Each page of the site was tested internally and reviewed with the web services, marketing, and product teams before deploying in November 2020 at the launch of the Max Rower.

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OTHER CASE STUDIES

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Cross-Platform Redesign
Mobile App Design
CITYROW
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