OrangeTheory Fitness
Platform Design
Carnival Cruise Search
and Booking
Website Design
OrangeTheory Fitness
Website Redesign
Project: Website Re Design
Project: Mobile App Design
Project: Website Redesign
Agency: Razorfish
Agency: SapientNitro
Agency: Razorfish
Role: Experience Associate Creative Director
Role: Senior Experience Designer
Role: Experience Associate Creative Director
THE TASK
THE TASK
OrangeTheory Fitness is one of the fastest-growing franchise in the world and they had a need to reinforce the scalability of the workout for anyone, of any age or fitness level and motivate prospects to book an intro class.
OrangeTheory Fitness is one of the fastest-growing franchise in the world and they had a need to reinforce the scalability of the workout for anyone, of any age or fitness level and motivate prospects to book an intro class.
THE DESIGN PROCESS
THE DESIGN PROCESS
RESEARCH
RESEARCH
We immersed ourselves in the fitness experience, we went to some classes, conducted user interviews to understand the main pain points of the website, we spoke with trainers and analysed what was life at the time.
As a result we understood the general misconception of what the workout is about and how it works.
We immersed ourselves in the fitness experience, we went to some classes, conducted user interviews to understand the main pain points of the website, we spoke with trainers and analysed what was life at the time.
As a result we understood the general misconception of what the workout is about and how it works.
CONCEPT
CONCEPT
We created a platform that allows prospects to understand what OrangeTheory is about and provide the answers of what matters the most.
Our redesign changed Carnival’s text-based search results to an interactive photo-based
mood board: one that surfaced destinations,excursions, and activities immediately, showing
users the real value of their potential trips in only one page.
Our redesign changed Carnival’s text-based search results to an interactive photo-based
mood board: one that surfaced destinations,excursions, and activities immediately, showing
users the real value of their potential trips in only one page.
We created a platform that allows prospects to understand what OrangeTheory is about and provide the answers of what matters the most.
Location
Is there a studio near me or my work?
Location
Is there a studio near me or my work?
Schedule
Are there class times that fit into my routine?
Schedule
Are there class times that fit into my routine?
Price
Is this within my budget?
Price
Is this within my budget?
DESIGN & PROTOTYPE
DESIGN
The project was divided in two stages. The first one was all about the content and then we integrated the booking flow.
We decided to have a quick video explaining what OTF is about and the closest studio to the users as the hero of the page.
We created flexible components where the content is easy to update. some of them support animation, video, copy, etc. Total we created 8 templates and 29 components.
One of the nice things about this project was to work closely with the content team. So while we were building components, we were very clear what format and what kind of content we were going to use.
We decided to have a quick video explaining what OTF is about and the closest studio to the users as the hero of the page.
We created flexible components where the content is easy to update. some of them support animation, video, copy, etc.
One of the nice things about this project was to work closely with the content team. So while we were building components, we were very clear what format and what kind of content we were going to use.
BOOKING FLOW
BOOKING FLOW
Since convenience was defined as location, date and time we play with 2 main concepts. In one location was the main driver of the decision while in the second one was date and time. At the end we decided to move foward with concept one.
Since convenience was defined as location, date and time we play with 2 main concepts. In one location was the main driver of the decision while in the second one was date and time. At the end we decided to move foward with concept one.
Location First Flow
Location First Flow
Date and Time First Flow
Date and Time First Flow
RESULTS
Lead generation increased by 73% in the first month after launch with less than 50% traffic (compared to the previous year) due to Covid19.
During the pandemic we were able to create orangetheory at home reusing the flexible components in only one day.
Lead generation increased by 73% in the first month after launch with less than 50% traffic (compared to the previous year) due to Covid19.
During the pandemic we were able to create orangetheory at home reusing the flexible components in only one day.
Check the sites orangetheory.com and orangethoeryathome.
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