CRUNCH FITNESS
A Digital Overhaul
Crunch was in dire need of a refreshed look. With an outdated web presence and an unstructured identity, they were not only falling behind the times but also behind the competition. A leader in the "No Judgments" approach to fitness, it was time for Crunch to take a holistic look at their digital profile and make some adjustments. Working closely with their team we were able to strategically create a fresh new look, deliver an updated design system, restructure and redesign their marketing and membership websites, and create a unique in-gym interactive experience for members.
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ROLE / AGENCY
Senior Product Designer / Canvas United
Simple. Vibrant. Intuitive.
Crunch had a lot of inconsistencies when it came to membership offerings and gym-type. With both franchise and corporate fitness centers, there was an extensive amount of conflicting information for a potential member to process. Our goal was to consolidate this information when appropriate and make things simple for the user to understand in order to make an informed decision about which gym and membership options were right for them. Alongside simplifying messaging, we wanted to create a vibrant experience that would promote members to return to the platform and utilize the newly created tools for members.
FEATURE
Options Made Simple
With a wide array of offerings and pricing structures, comparing memberships was initially quite daunting for the user, and the conversion rates suffered as a result. Each club needed to be represented according to its unique strengths, but the user also needed stability and consistency to compare options. By creating a modular system and parity across amenity titles and descriptions, we were able to address both issues. With the aid of extensive user testing, we were even able to simplify their pricing structure, allowing for a better experience for the client and the user.
BRADINDING
No Judgments
With a "No Judgments" policy, we were striving for energetic, vibrant, colorful, and fun brand that would communicate that all are welcome to join Crunch, but that it was still a high-energy place to have a strenuous workout. Pushing community and interactive classes, we wanted to create a system that was inclusive and welcoming to all. We employed a lot of bright colors and gradients alongside quippy puns, fun illustrations, and custom iconography to achieve the new design system for Crunch Fitness. Upon delivering the guidelines, it wasn't long before they started implementing these styles across all of their design streams.
