Table of Contents
Lead Designer & Researcher
Camp Gladiator Website Redesign
Overview
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Overview 〰️
In 2021, Camp Gladiator decided to make a big change from being a product-based company to a platform-driven company. This decision prompted the opportunity to redesign the company’s main website with the hope that the new website will help reflect the company’s new vision.
My Responsibilities: For this project I researched, interviewed users, designed, and tested. This is the project that taught me so much! Shoutout to our amazing Product and Engineer teams for the amazing effort as well!
Problem Statement
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Problem Statement 〰️
The campgladiator.com website is owned by a third party, Monkeeboy, and our Marketing Department has very limited capabilities to adjust the layout and design. The site does not use the Camp Gladiator backend and is disconnected from our Camper Web and registration flow.
— Understanding the Challenges & Pain Points
Challenges 1: There are currently 3 separate websites that users access on a daily basis. The main campgladiator.com website is built by an agency in town. With that being said, it has been very inconvenient and costly when it comes to building something new to the current website.
Challenge 2: Two separate pricing pages cause confusion & increase the drop-off rate (one on campladiator.com and one on account.campgladiator.com)
Challenge 3: Registration flow was mainly made for Outdoor Purchase only and not yet optimized for Online Classes users (user has to pick a location). There is another Registration Flow built for Online Classes but that has created more challenges and increased friction when user wants to sign up for a program.
Challenge 4: As our Brand is evolving and making changes in CGUI Components, the current website can’t keep up due to cost and resources issues.
— Design Process
— Part 1: Research
(1) Competitor Analysis
Takeaways:
Focus on building a community, especially after COVID-19.
Technology/Having an App to help users track their progress is the new standard.
Endorsement - Showing the real results.
(2) Current Site User Test
(4) Camper Surveys
Using Pendo on the current App, collected 3,000+ answers
Pricing Page is very confusing (very difficult to find Pricing): When the user sees the pricing on the navigation bar and accesses it doesn't find the actual prices for the subscription.
“CG” is used a lot, not sure what it stands for!
Hero Image plays a very important role in giving Users the first impression of the brand.
Outdoor Group Workouts are what set Camp Gladiator apart from other competitors.
The majority of users didn’t quite fully understand our offerings (aka our workout programs).
(3) Stakeholder Surveys
We sent out 6 surveys to 6 departments to understand the current challenges as well as the future goals and vision of the new website
Research Questions:
What is the biggest value users see in CG?
How would they describe us?
How do users discover us?
What do they love the most about us?
(5) Camper Interviews
(6) Trainer Focus Workshop
Design Thinking Workshops
We used FigJam to run 7 workshops:
Website Objectives, Website Value Proposition, User Journey Map, Personas, MVP Feature Mapping, Site Map, and Comparable Problems & Crazy 8s.
Design Workshops are important as we sit down with our stakeholders to make sure we are all on the same page with the vision and the goal of the new website.
Part 2:
User Testing for Design Sprint Prototype: 5-second test + Concept testing
Goal: Validate new design built from Design Sprint's outcomes.
Research Questions:
Did we cover all of our objectives with this design concept? (applicable to a prototype)
Did we cover HMW with this new design concept? (applicable to a prototype)
Did we change in any negative way users' perception of our product and website?
Can users easily understand the content on our website?
Did we fix content issues present on the previous website?
User Test Outline:
Scenario: You just received a text from your friend telling you to check out this website. Please, have in mind you will access a prototype and not all buttons will be clickable
You'll be shown a web page for 5 seconds and then asked to answer 3 questions.
What do you remember?
What can you do on this site?
Who's this site for?
Take a more thorough look at the website in its completeness. Come back and move to the next question when you feel ready.
What are this website's products/services? Try explaining it in your own words.
What is the value this product is offering? (e.g What are the benefits or what problems does it solve) Try explaining it in your own words.
What, if anything, is the biggest differential when compared to competitors?
—Color Style & Typography
—Color Style & Typography
