Fitness Club E-Commerce Site
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Project Details

Company: Peak Fitness

My Role: UX / UI Designer

Link: Acquired in 2016

The Company
Peak Fitness is a family owned fitness club located in California with several locations within Los Angeles and Orange counties. They sell gear too.
The Problem
Peak Fitness wanted an ecommerce website for their club that allowed new and existing members to join, register for classes and buy merchandise.

The Solution

Peak Fitness needed a responsive website since their customers used multiple devices to view their website.
They also needed a mobile app for specific user tasks such as digital badge, tracking fitness and weight.
Furthermore, they needed to move each fitness instructors personal blogs to their website.

How I Reached My Solution

The Plan


I spoke to stakeholders and customers to determine the site goals and needs. I performed user and competitor research to determine design patterns and trends.


From my research I was able to create several persona’s and customer journey maps of each group to help aid in deciding the best platform and features to use.


Based on the needs and usage of multiple devices of customers, it was important the website be responsive. Furthermore, an app be created for on site tasks.

The Design Process

Mapping the Experience

I pulled together the stakeholders and used affinity diagram to organize content. I then created a sitemap and used card sorting to design the navigation.

Creating the Design

I created wireframes utilizing competitor research and design patterns. After the stakeholders approved the designs, I converted them to high-fidelity clickable prototypes.

Testing the Design

I conducted remote usability study with eyetracking of potential users. The goal of the study was to test the prototype and determine if they could easily find information and join.


18% increase in Members

After implementing the new website, member renewals increased from 5% to 23%.

Registration Increased 22%

Registration of classes by members increased 37% from 15% in the first month.

16% increase in Sales

The monthly sales of fitness gear, equipment and food increased 23% from 7%.

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