men in motion
Men in Motion is a fitness program tailored for middle-aged men seeking to regain control over their health and fitness. The program understands the unique challenges this demographic faces, offering a straightforward, goal-oriented approach that fits seamlessly into busy lives. By focusing on convenience, efficiency, and lasting lifestyle changes, Men in Motion empowers men to achieve sustainable results without sacrificing enjoyment in life.
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UX/UI Designer
Web Designer
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3 Months
projeCT PROBLEM
The Men in Motion website struggled to effectively engage and convert its target audience of overweight, middle-aged men due to a lack of emotional resonance and functional shortcomings. Key issues included a dated and unappealing design, a mismatched colour scheme, insufficient social proof, and a brand identity that failed to reflect the audience’s values of convenience, efficiency, and simplicity. Additionally, the members' page required enhanced functionality to streamline subscription management. A redesign was essential to create a visually engaging, user-friendly experience that fosters a sense of community and motivates users to take action, ultimately increasing conversions.
PROJECT SOLUTION
The Men in Motion website, though functionally sound, lacked the emotional appeal needed to engage and convert its target audience of overweight, middle-aged men. With a dated design, a mismatched color scheme, and limited social proof, the site failed to motivate users or convey a sense of community. Additionally, the members' page required improved functionality for seamless subscription management, while the overall content and brand identity needed to better reflect the audience’s values of convenience, efficiency, and simplicity.
validating the solution
To validate the solution, the following methods will be used:
User Testing: Gather feedback from the target audience on the new design and functionality.
A/B Testing: Test key elements like call-to-action buttons and subscription flows to see which versions perform better.
Analytics: Track key metrics like bounce rates and conversion rates to measure the impact of the redesign.
Feedback Surveys: Collect user satisfaction data to assess if the changes meet their needs.
These steps will help ensure the design meets user expectations and supports business objectives.
research with purpose
Research will be conducted to understand the shortcomings of the current website and identify areas that are not effectively meeting user needs or business objectives.
Reseaerch Interview- Questions
We interviewed the business ownr directly about his brand and framed our question in a way to allow us to extensively define the brand and clearly understand its unique identity
1. Tell me about Men in Motion? Why did you want to start Men in Motion? what led you to this specific buisness?
2. Why does Men in Motion need a new website? What do you not like with the current one website?
3. What are the strengths and weaknesses of your current website?
4. What do you like about the current website? what would you like the change?
5. Are there specific pages or features that are particularly important to retain or improve?
6. What features would you personally like to see in your website?
7. Who are your main competitors? what do you like/dislike about their website?
8. Are there any industry trends or best practices you want to incorporate into your website?
9. Do you have any examples of websites that inspire you?
10. Who is your target audience? What are some habits, websites etc they participate in?
understanding our ideal user
Demographics
Name: John
Age: 45
Occupation: Office Worker / Construction Worker
Family Status: Married with kids
Income: Middle income, works a 9-5 or 7-4 job
Goals and Aspirations
Primary Goal: Lose weight and improve health
Secondary Goal: Feel more energetic, improve physical appearance, and regain confidence
Dream Outcome: Get back to a healthy weight, feel lighter and more agile, and reduce dependence on medication.
Challenges and Pain Points
Struggles with Discipline: John finds it difficult to stay consistent with a weight loss plan, often falling off track.
Lack of Time: With a busy work schedule, he struggles to find time for exercise or preparing healthy meals.
Interests and Behaviours
Passions: Sports, family time, a love of beer, and enjoying his downtime.
Media Consumption: Frequently visits sports betting sites like Sportsbet, follows NRL/NBA news, shops at Bunnings or trade stores, and participates in work and trade-related Facebook groups.
Key Insight #1
Convenience is Key: Our user seeks simple and efficient solutions that integrate seamlessly into a busy lifestyle, preferring options that enable progress without unnecessary complexity.
Key Insight #2
Health as a Priority: While losing weight is a goal, the deeper motivation lies in improving physical well-being—reducing reliance on medication, enhancing stamina, and rebuilding confidence.
Design Process
The design process from early ideation to low -mid fidelity prototypes, User feedback and High fidelity prototype
the current website - what went wrong?
The stuff we believed we could improve and move onto the the new website
"The website feels a bit dated. The dark color scheme isn’t very inviting. I think something lighter would be better."
"I wasn’t immediately sure what the brand was about. It seems like it’s focused on fitness, but that could be clearer."
"There are no testimonials. Maybe include photos or videos to make them more convincing."
"The footer is okay, but it’s not very exciting. It could use some quick links or maybe social media icons."
"Enhance visual design with stronger branding, modern typography, and improved colour contrast for a professional look."
"Highlight the most popular plan to guide user choices effectively."
"Incorporate social proof, such as testimonials or success stories, to build trust and credibility."
"Optimise mobile responsiveness for a polished experience across devices."
Early Ideation- Low fidelity
sketches and drawings for the beginning of the website redesign- NOTE this was drawn by the client within initial interview/meeting
Rough idea of the home page of Men in Motion
Rough sketches of the process page
Sketches of the pricing page
Concept idea for a blog page within the Website
Tackling our problems
Breaking down each critique and presenting a solution
“The dark color scheme isn’t very inviting. I think something lighter would be better."
After discussions with the client, we collectively decided to implement a new colour scheme consisting of Black (#000000), Classic White (#FFFFFF), Facebook Blue (#1A6AFF), and Grey (#999A97). The goal was to achieve a minimalistic design while ensuring the content remains impactful and accessible. Emphasis was placed on utilising negative space effectively to enhance the overall aesthetic and readability.
"I wasn’t immediately sure what the brand was about. It seems like it’s focused on fitness, but that could be clearer."
When discussing this with the client, we talked about how to make sure the website connects with potential leads. The client pointed out that visitors should already have a basic understanding of the brand. While I agreed, I suggested adding a hero section that works for both new visitors, by explaining what the brand is about—and returning users, by offering content that keeps them engaged.
"Enhance visual design with stronger branding, modern typography, and improved colour contrast for a professional look."
"Highlight the most popular plan to guide user choices effectively."
The client aimed to implement the "decoy method" to attract potential leads to a specific plan. To complement this strategy, we leveraged the Von Restorff Effect (also known as the Isolation Effect), making the plan visually distinct to capture attention. This combination of the decoy and Von Restorff effects was designed to effectively drive engagement and boost conversions.
INSPIRATIONAL WEBSITES
Visiting websites and picking out elements/designs we can incorporate within the project
LADYBOSS.COM
This design effectively grabs attention with its bold headline, motivational messaging, and vibrant pink colour scheme that appeals to its target audience. The imagery of smiling, strong women fosters a sense of community and empowerment, while the structured layout ensures clarity and easy navigation. The prominent call-to-action button stands out with its contrasting colour and affordability message, encouraging immediate engagement. Additionally, the subtle background patterns and clear typography enhance visual appeal without overwhelming the content.
PHYSIQUE FACTORY
This testimonial design effectively combines visual proof with an emotional story to engage the audience. The before-and-after photos create an immediate, impactful visual transformation, while the personal story builds relatability and trust. The text displays excellent visual hierarchy that highlights a clear outcome ("lost 45kgs in 39 weeks") and emphasises the support provided by the program, such as guidance on dieting, training, and socialising while staying on track. The endorsement feels genuine, reinforcing credibility by calling out the unique value of the coaching. The conversational tone and direct call to action motivate others to take similar steps toward transformation.
wakeupwarrior.COM
The website immediately grabs attention with a dynamic autoplay video showcasing its mobile platform and features, engaging viewers right from the start. Below the video, a bold call-to-action highlights that over 11,308 people have already taken part in the transformative challenge, urging visitors to “Get Started Now!” The visually striking design, combined with the compelling statistics and strong call-to-action, creates a sense of urgency and inspiration for users to join.
mid fidelity prototypes
drawing inspiration from different websites we created a mockup of what the final product might look like
mid fidelity prototypes of the home page which includes a hero section, “about me” section & a testimonal section
mid fidelity prototypes of the process page which includes a carosel slideshow, plans/packages, money-back guarantee section alongside a footer section
final product
Men in Motion is a fitness program tailored for middle-aged men seeking to regain control over their health and fitness. The program understands the unique challenges this demographic faces, offering a straightforward, goal-oriented approach that fits seamlessly into busy lives. By focusing on convenience, efficiency, and lasting lifestyle changes, Men in Motion empowers men to achieve sustainable results without sacrificing enjoyment in life. With the changes made to the men in motion brand and website we have positively impacted the lives of many different men who seek to regain their health and fitness