Bluefit

The new digital standard of Brazil’s Fitness industry

Context

Bluefit is one of the largest gyms in Brazil

Our challenge with them was to develop an institutional website with e-commerce for selling plans for all of their more than 100 units.

Bluefit used a system with several problems to sell plans online, requiring direct contact with the sales team.

Goal

Create a complete e-commerce platform 100% aimed at the gym audience.

Problems / Challenges

Confusing navigation
Low checkout conversion
High mobile loading time

Process

Quantitative Research

I sent a survey to all users via a marketing automation tool in order to better understand which was the most important information for clients related to units and classes.

I also implemented a chatbot on the previous website to gather search history data from people to cross with the survey data.
Qualitative research

I did user interviews with gym unit clients that bought through the previous website to map the difficulties they encountered in the checkout process.
Heuristic analysis

I did a heuristic analysis with two more designers from the team to understand all the possible gaps.
Design Critiques

We did weekly Design Critiques to discuss pages and checkout flow.

Design Details

We divided the checkout into steps to serve 3 mapped types of users:

Users who didn’t know the brand
Users who already knew the brand but didn’t know which unit was closest
Users who already knew the closest unit and would like to know the unit plans

Depending on the moment of the user on the site we can lead the user directly to the correct choice. If the user is on the unit page, we didn’t ask again to select the unit: we send it straight to the plans.

For the class schedule, we made a tool so that the user could select by modality or time. Through the backend, the unit manager can register classes at the times and exchange information such as room and teacher.