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Problem: The pandemic has made running an attractive sport, but many runners struggle to level up their skills to greater distances or faster speeds. The clients wanted to start a running coaching business. We agreed that in the interests of being able to maintain their website, it should have minimal pages and be as simple as possible.

Target Audience: All runners from beginners to competitive.

KillerBees Running Coaches Website

Research: Moderated meetings with runners of different ages and abilities to identify needs. Pain points included being sporadic, returning after an injury, & goal setting.
 

Empathize:

Persona image: Nicole is a stressed out teacher. She knows she has to take care of her health, and has taken up running. She knows she needs guidance to build up her skills, and is looking for someone who loves running and wants to share that passion with new runners.

Runners want:

  • Tips for getting back into running & guidance in setting achievable goals

  • To be held accountable 

  • To have a training plan

  • To be inspired 

Insights:

User Journey Map image

I explored how we might address the needs and interests identified during user research. I presented the client with a logo, colour scheme and hi-fi wireframes, which they approved.

Ideation:

Digital wireframes

I wanted the branding (including logo) to be a fun interpretation of the business name, so I went with yellow & black (bees). To add personality, I added a background honeycomb image). To make the font legible, I added a semi-transparent overlay.

Mockups: 

Training.png

The client was planning to use Wix, so I had to look for corresponding fonts to match my mockups. I created a design system for both the mobile and desktop versions.

Design System: 

Design System - Mobile.png

I wanted the branding (including logo) to be a fun interpretation of the business name, so I went with yellow & black (bees). To add personality, I added a background honeycomb image). 

Hi-Fi Prototype:

Users performed 3 tasks on the mobile site. Suggestions: to have Training Packages embedded under Training Services in the hamburger menu; using a bolder font for the testimonials.

Usability Testing:

"Mubina did a great job designing my coaching website. She asked pertinent questions and listened to me describe what I wanted. She made some great suggestions to improve the format of our site. The site ended up looking fantastic. I wanted an easy to navigate site that looked great on mobile devices and desktops and she delivered."

Mel Boultbee

Tools: Adobe XD

Role: Branding, user research, design, usability testing, design system
Duration: 2 weeks
Next Steps: 

  • Development (using Wix) and SEO

  • Promotion on IG and Twitter accounts

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