ROLES

  • UX Design

  • Visual Design

  • Brand & Identity

DELIVERABLES

  • Competitive Analysis

  • User Stories

  • User Flows

  • Cards and cards sorting

  • Paper Prototype

  • Wireframes

  • User Testing

  • Style Guide

  • Photography search

  • Photography treatment

  • Developed website

  • Website testing on web and mobile

TOOLS

  • Sketch

  • Pen and paper

  • Cards sorting

  • Adobe Photoshop

  • Adobe Illustrator

  • Adobe InDesign

  • Wix

WEB VERSION

www.yogalab.online

MOBILE VERSION

SUMMARY

Client is opening new yoga studio in town. The owner is not only passionate about yoga, but also has a doctorate degree in neuroscience. Yoga Lab was created with one goal in mind: to empower students with sustainable ways to maintain optimal physical and mental health.

PROBLEM

There are many yoga studios in town and online,  but they often look visually similar or uninspiring. Sometimes client have difficult  time finding needed information or register for a class. Moreover, most yoga studio websites and often only appeal to physical aspect of yoga and don't mention mental benefits. For Olga, the owner, it was very important to make website inspiring and have a place (blog) to talk about neuroscience and benefits of yoga for mental health. Yoga Lab call to action is to enable transformation of each individual by teaching evidence-based yoga programs to make the body fit and the mind sharp.

SOLUTION

1) Incorporate science and energy elements in branding such as  flask and fire to demonstrate connection between yoga, science, and internal energy. 2) Simplify user flow by avoiding  links that might be looping or repetitive, have clear and simple action tabs. 3) Use nature photography to make overall experience more pleasurable for eyes along with contrasting type hierarchy to guide the eye.

BRANDING AND LOGO

CASE STUDY

COMPETITIVE ANALYSIS

For market research I chose  Dragonfly Yoga (https://www.dragonflyhotyoga.com/)  and Inner Fire Yoga https://www.innerfireyoga.com/ due to their popularity in the region.

DRAGONFLY HOT YOGA

OPPORTUNITIES

  • They could offer meditation classes

  • Visual design can be improved 

  • 3 days free trial could be extended to a week

THREATS

  • Not enough time to try classes can revert clients from taking classes in this studio.

  • People who are looking for mind and body balance can choose another studio to practice.

  • Big prices could be a problem for some clients

INNER FIRE YOGA

STRENGTHS

  • Big client base

  • Clear and simple menu

  • Good variety of classes

WEAKNESSES

  • Primitive bold web design

  • Don't offer meditation classes 

  • Pricey and no discount options

OPPORTUNITIES

  • They could offer meditation classes

  • Visual design can be improved 

  • 3 days free trial could be extended to a week

STRENGTHS

  • Great reputation in the region and 

  • Responsive webdesign

  • Good variety of classes

WEAKNESSES

  • Not pleasant web design

  • No free trial

  • User flow is not clear and it looks like they are missing so useful information on the website.

OPPORTUNITIES

  • They could offer meditation classes

  • Visual design can be improved 

  • They could add more useful information on the website, such as description of classes and information on team of teachers.

THREATS

  • No free trial can make clients to look for another studio

  • People who will not find information that they are looking for will leave website.

  • Uninspiring visual design ca be important factor in choosing right yoga studio to practice.

USER FLOW, CARDS SORTING

SORTED CARDS

WIREFRAMES

With the user flows done, I moved on to the wireframes. Finally I was able to sketch how the page was going to look like. With the wireframes I was now really able to picture how the features, links, buttons, and etc, were going to look like and how they were going to be positioned in the page.This paper sketch was tested with several people and the client before moving on to development. We skipped electronic  prototyping to save on costs. Also because we were using WIX to develop the website, we could monitor site development real time before it was published.

USER TESTING

When we decided to do user testing, we faced a problem that during coronavirus  pandemic quarantine we ca't be present to see user interact with the screen. To solve this problem, we asked people that we can watch them navigating the website and that they can share their screen. We were able to find 5 people, 3 women and 2 men to share their experience with us.

 

During user testing , we found several problems with user interactions: in mobile version when people were filling the form, field text was very hard to see. Also, we found out that when we do send people confirmation email, they receive email with "mysite" title and not Yoga Lab title. There were several other findings and feedback that were very helpful  to us. After receiving feedback, we fixed all problems.

WEBSITE SCREENS (www.yogalab.online)

MOBILE SCREENS

© 2020 by Marina Dolgova