Branding & UX,UI
IKIGAI
IKIGAI is a well-being studio that provides practical practice to achieve peace within the hectic daily routine. The studio is located in the center of Tel-Aviv, and has Yoga, Pilates and Mindfulness classes. It also holds courses and workshops with similar interests.
Client: IKIGAI - Well-being studio, Tel-Aviv
Role: Branding | UX & UI Design | Visual language | Web Design & maintenance
Project Strategy
When I approached the project I figured out it combined two main products - a physical product - the studio, and a digital product - the website. I have decided to approach them equally, and put them through the user experience process. I helped Reut characterize the studio - the main product, while designing the website that should accompany it.
Website
Branding
ROOF/TOP
Studio
IKIGAI Studio
The Problem
Modern city life can be very stressful, and stress can lead to illnesses.
Between going to work, taking care of our family, fixing something at home we are all looking for some time for ourselves.
Many people go to the gym as part of their self-care routine - wishing to release the stress, but it is not achieved.
Market Research
I reviewed gyms and studios - mainly ones related to Yoga/Pilates/Meditation/Mindfulness, both locally and abroad. I tried to figure out what they offer. The kind of classes do they have and What other activities they offer besides physical practices.
I also reviewed how popular sports brands present themselves and How they deal with the term well-being.
Conclusions
Common Gyms and Studios only partially help us improve our well-being. They usually aimd to the physical well-being, but not the mental.
Physical
Mental
User Research
You may say Reut spent the 18-months-prior the opening in profound user research. Every week she dedicated one morning to a free yoga practice for women on Tel-Aviv Marine. As time went by Reut added to the physical practice also a mental practice. - Short mindfulness sessions which she edited and assembled, always checking the trainees reaction.
In order to get a better understanding of the trainees experience we prepared questions to ask the participants after the practices. - Does it make them feel good? Are they more focused at the yoga session? How does it affect their day? How long can they stay in the mindfulness session? Would they come if it was only a mindfulness session?
Main Insights
After gathering feedback from the participants, we were convinced that the short addition of mindfulness session was of great positive influence.
Participants said it made them more calm and gave them Peace of mind
Most said it made them more focused during the session, and throughout their day
Many said they won't come just to practice mindfulness
ROOF/TOP - Studio MVP
On the next phase, Reut opened the ROOF/TOP. With limited classes, and an accessible location it became the future studio’s MVP. A reliable feasibility check.
We created a basic branding for the ROOF/TOP. Figuring this is a test model, and we should do a minimal effort. I designed and built a landing page to present Reut and the ROOF/TOP, Which through we collected leads.
After a successful feasibility check we were ready to define our product.
The Value
Well-being - the state of being comfortable, healthy, or happy.
The Solution
IKIGAI is a well-being studio that provides practical practice to achieve peace within the hectic daily routine, so that we can be happy. It is located in Sheinkin street, in the center of Tel-Aviv. In IKIGAI we believe in the holistic approach, and the strong symbiotic connection between the MIND and the BODY. The practice is done through Meditation, Yoga, Pilates, courses and workshops that takes place in the studio and the ROOF/TOP.
Target audience
Young people (25-40yrs) who live or work in the center of Tel-Aviv, and want a place to move and relax before and after a busy day at the office.
Main Goal
A lively studio, and full classes
The Product - IKIGAI Studio
A sound mind in a sound body
(Thales)
In IKIGAI we believe in the close links between physical exercise, mental equilibrium and the ability to enjoy life. Therefore every class in the studio combines a practice of both the mind and the body, called IKIGAI Practice.
IKIGAI Practice
All classes in IKIGAI begin with a 15 minute mindfulness practice. We found out from our research this is the right balance between the mental and the physical practice for our target audience.
