Fitness E-commerce Redesign
Project Overview
A UK fitness brand’s vibration plate models appeared visually similar online, leading to customer confusion and purchase friction. The objective was to redesign the e-commerce experience to clearly differentiate each model, helping users make informed decisions while driving higher conversion rates and increasing Average Order Value (AOV).
Research
Current Site Review
Key Takeaways
The products lack differentiation both visually and contextually.
Imagery feels cold and generic.
The low contrast between the dark theme and dark products isn't working.
Benefits and features arent explained to the user
Competitor Review
Key Takeaways
Competitors consistently use clear benefit messaging, minimal UI, and strong trust-building claims.
Key differences lie in pricing, positioning, and whether brands lean on science or emotional lifestyle appeal.
Overall learnings show a need for simpler communication, stronger trust signals, and clearer product guidance.
Design Exploration
Branding
Colours
Palette: Bright, bold colours to reflect an energetic, motivational tone.
Primary use: Colour-code each product for clear differentiation.
Secondary use: Highlight key words in headings for emphasis.
Typography
Headings: Bold and impactful to command attention.
Body text: Clean and easy to read for clarity and balance.
Tone of voice: Confident and inspiring to engage the audience.
Testing & Iteration
Product Image A/B Test
I had an idea to use infographic-style product images instead of lifestyle shots to better inform users above the fold, and we tested it with an A/B experiment.
Final Solution
The redesigned shop page uses color-coded tiles and clear USPs to make product differences immediately understandable. Product pages feature lifestyle imagery to build trust and emotional resonance, while keeping key specifications like motor power clear to reduce pre-purchase uncertainty. Neutral backgrounds and high-contrast visuals ensure each model stands out, effectively solving the original visual hierarchy issues.
Refreshed homepage showcasing new branding, social proof, and clearer calls to action.
New visual menu experience alongside refreshed homepage banner.
Redesigned shop page with a new compare feature.
Detailed product page combining specs, visuals, and delivery information.
Interactive product quiz designed to recommend the user’s ideal vibration plate.
Outcomes & Key Learnings
A/B testing showed lifestyle imagery outperformed technical visuals, emphasizing clarity and emotional connection. The redesign clearly showed product differences and shifted the bestseller from the entry-level Slim to the premium 4D, boosting Average Order Value (AOV).