Website
IKIGAI is a well-being studio that provides practical practice to achieve peace in the midst of the hectic daily routine. The studio is located in the center of Tel-Aviv, providing Yoga, Pilates and Mindfulness classes, workshops and courses.
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In the past year, as a side project, I joined IKIGAI management team helping to characterize the studio's concept, create its branding and visual language, social media content and building its website.
2019-2020
Client: IKIGAI - Well-being studio, Tel-Aviv
Role: Branding | UX / UI | Visual Language | Web Design & Maintenance
Project Strategy
When approaching this project I figured out it combined two main products - a physical product - the studio, and a digital product - the website. I decided to focus on both equally, and address them in the UX process. I helped the management team to characterize the studio, while designing the website that accompany it.
The Website
The Problem
IKIGAI was a new studio and needed a platform to generate the new business. A place to showcase its look and feel, to deliver information and communicate with its audience.
The Challenge
The studio was not fully built while I designed the first version of the website. That is to say, the website had to reflect the look and feel of the "future" studio, and to give a sense of security and confidence for pre-sale purchasing. My challenge was to create a new website that would be intuitive and reliable and showcasing the look & feel of the future studio without any actual photos.
Showcase The Look & Feel Without Actual Photos From The Studio
Market Research
In my research I looked for the best platform to present the studio and connect with its audience. I tried to understand the different platforms these kind of businesses use and their purposes. Social networks, websites and apps - all serve a purpose in connecting businesses with their audience and develop the business.
I learned that most studios of this scale use a website as their main platform for delivering information and to communicating with their audience. Since developing their own app is too expensive, they use white label app for their class registration management, the social networks for advertising and promoting and their website as their showcase.
Main things I noticed about their websites:
Beautiful Visuals
Value Proposition On The Main Screen
Lead Collecting
Pop-Up
Clear & Visible Terms Of Cancelation
User Research
During my research I interviewed people that go to studios and gyms, trying to figure out what they look for when entering a studio’s website. I noticed new people and those who were already working out at the studio were looking for different kinds of information.
New Trainees
Examine if the place is reliable, and look for basic information - mainly classes and pricing.
Existing Trainees
Look for updates and check for new classes and courses.
Saving Time & Energy
The Value
Sense Of Security
The Solution
IKIGAI's website provides updated information about the studio and it’s activities. It showcases the studio’s concept and atmosphere. Through the website the users can subscribe for the different programs and courses, and contact the management.
Target Audience
Mid-20s to mid-30s who live in the center of Tel-Aviv, and enjoy a fast-paced lifestyle.
Main Goal
Collect leads for potential customers and register new subscribers.
The Product
Features
Based on the research, I created a list of features that must be in the website. I prioritised and divided them into ones which were essential for the first version and others that can be added later.
Sitemap
I then wrote the main user stories to figure out how it all connects, so I could map the screens they would see and create the sitemap.
Wireframes
After having the general idea in mind, I created low fidelity wireframes for the main page. I usually started with rough sketches in my sketchbook. This way I could go over many options quickly and asses the different layouts, exploring ways of making the experience intuitive and clear.
After the sketching phase, I moved to more accurate wireframing. These were great for communicating the design vision and getting early feedback from other team members. Since it is a new studio I was wondering if the website should show more of its features, or be more focoused on a coherent message and lead collecting.
After testing several concepts I chose to proceed with the option that delivered a more focused and coherent message in order to give the users a sense of security, and convince them to leave their contact details without distractions.
Branding
The website's design followed IKIGAI's branding concept - TOKYO - NEW YORK - TEL AVIV. Inspired by the Japanese design aesthetics, combined with New-York urban style and Tel-Aviv vibes. I combined soft, natural, darkish colors with clean minimalist typography to create a calm and welcoming atmosphere.
The studio was not fully set while I designed the first version of the website. That is to say, the website had to deliver the right look & feel, and to give a sense of security for pre-sale purchasing, without any actual photos, before the product actually existed.
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I used the brand logo and colors so that the users will easily identify it with the new studio.
I designed the website so it easily surfaces all the information needed for customers without overwhelming them.
Pre-sale Version
Post-opening Version
Right before the studio opening we did a professional photoshoot. After which I placed a fullscreen photo showing the main space of the studio as the first thing the users see.
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I also created a gallery to show other areas and details.
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I added a menu for easier navigation between the different parts, because users said scrolling became too tedious.
Lead Collecting Pop-Up
During my research I noticed all gyms and studios use their website as a tool for collecting leads and find potential customers. Most of them give the users something in return for the information - an incentive. We decided to give a free first class, to encourage users to leave their contact details, and come to practice in the studio. Hoping the last will lead to a subscription.
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The Pop-Up pops every time you enter the website, and allows the users to easily choose the class they wish to join.
IKIGAI Academy
When the studio just opened, there was only information about the few courses held in the Academy. Later on, this section expanded, and needed to contain different kinds of content.
I created an inner navigation for the Academy section, dividing it to short and focused pages, making it easier for the users to orientate.
Looking Back
Working on this project was truly an adventure. It reminded me of the power of teamwork, and what it feels like to work with people who are passionate about what they do. It has been really interesting to work on real-life product, to get daily feedback from users, and try to improve accordingly.
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