Functional Patterns South Bay
Functional Patterns South Bay is a training facility that helps people with mobility, posture, and chronic pain. Practitioners at South Bay use the Functional Patterns training system, a quickly growing methodology used by personal trainers globally.
South Bay’s flavor of Functional Patterns contains elements of fitness (gyms and personal trainers) and wellness (holistic care). With limited availability and a strong commitment to their mission, South Bay FP shines in its ability to provide one-on-one attention through training and guidance.
Before
The Problem
The subject of this sample is Functional Patterns South Bay’s homepage. The current copy lacks clarity over what services are offered, information on how to get started, and what experiential qualities new clients can expect. These problems fall into three categories.
- Scanning
- Clarity
- Voice
South Bay’s brand of Functional Patterns is not shining through, which adds uncertainty. These problems increase friction for visitors to the website and decrease the rate of conversion, which is defined by filling out the contact form.
My Process
Audience Research
After identifying the problems and goals for the current copy, the next step in my process was to research. I spoke directly with a trainer at the facility to learn more about their clients. What questions do they ask? What goals do they have? What brought them to you?
They all want training that heals the body. Many clients came from other areas of the fitness industry, such as yoga, weight lifting, and various sports, complaining that these activities harmed their bodies.
Competitor Research
South Bay is in a unique position for competitor research because they are part of a larger community that manifests the values and goals of this training system in different ways. Because they primarily speak to the same audience, it also served as an outlet for market research. I learned a wealth of qualitative information about the client experience before and after training.
The main Functional Patterns website displays elements of fitness, pushing limits, and training to feel better. Functional Patterns Texas focuses more on the gym experience, offering group classes and monthly memberships. Functional Patterns Atlanta focuses on holistic care with personal training, using many of the same themes you might find in a small yoga studio.
Low/High Fidelity Prototypes
Because much of the copy would need to be restructured and rewritten, prototypes played a crucial role in visualizing new outlines, content blocks, and variations. Prototypes also assisted in creating consistency by testing new copy between mobile and desktop versions.
Upon approaching a finalized design, a prototype was shared with my client. Using Figma, my client could offer their feedback live on the document.
The Solution
A welcome page acts much like the front door to a business. When a new customer walks in, what do they see? How do you greet them? You don’t need to tell them everything all at once. The details are revealed in paced interaction. This is what I wanted to achieve with the new UX copy.
Sure. What can you do for me?
What is a Biomechanics Assessment?
That's interesting, but I'm not sure I need that.
I can get all of those benefits?
I'm interested. How do we get started?
I'm ready / I'm still not sure this is for me.
I wanted to know...
Clarity, scannability, and consistency are well established in my proposed design. The client was happy enough with the results of these prototypes to want to continue this project and apply these principles across the website.