JETSWEAT
B2B site refresh and asset updates
CLIENT
Jetsweat
DURATION
1 month
PROJECT YEAR
2022
ROLES AND RESPONSIBILIES
Competitive Analysis
User Flows
Information Architecture
Component library creation and maintenance
B2B site refresh
Stakeholder management
Developer handoff
PROJECT OVERVIEW
B2B site refresh overhaul for a white label streaming fitness platform, which allows studios around the world to digitize their class offerings. I worked collaboratively with two other designers, a globally distributed development team, and reported to the owner of the company.
This project included challenges such as working remotely with a diverse team over different time zones, updating and implementing a new design system, and working directly with stakeholders to acheive project milestones. These constraints required me to communicate effectively, as well as balance stakeholder requests with design best practices.
PROJECT: WHITE LABEL SITE REFRESH
Jetsweat, an online streaming fitness company, already had a robust B2C site, and wanted to focus on expanding their offerings to host more white label clients. The updates needed to convey that Jetsweat could offer more than their competitors in terms of features and support, and appeal to their user base of boutique fitness studios that needed to digitize their class offerings.
Project: Update existing B2B site to appeal to boutique studio owners
Role: UX/Visual Design, Market Research
Duration: 1 month | March - April 2022
Tools: Figma, Squarespace
Scope: Re organize information architecture, conduct competitive analysis, create new and edit existing assets for accesibility and responsiveness, create new header/footer, create Testimonials section, create “Book a Demo” page, Hero image refresh, build in Squarespace
Updates included new Testimonials page and re organized Blog section
USERS
Types of users: Boutique fitness studios of varying sizes that want to expand their user base by digitizing their classes
Assumptions: Our clients want to extend their reach by going digital, and need an all-in-one platform that lets them view analytics manage content and users, as well as process payments.
Benefits provided: Business and Content Management tools, User and Subscription Management, Content Analytics, Video Production, Subscription and Payment Processing
CHALLENGE
Inital check in with stakeholders revealed that current site needed not only UI tweaks, but updated information architecture, a new “Book a Demo” page, a new footer that reflected the re-organization, as well as to be made accessible and responsive for mobile screens.
Assets were outdated and put together using screenshots, so I first re-created assets as well as sourced logo files, with an eye for contrast and placement within the Squarespace builder. The version of Squarespace at the time of construction did not allow precise placement of text and features, so Figma design had to be modified as such.
Input section of new “Book a Demo” page
PROCESS
Step 1: Competitive Analysis
Before making any changes to the existing site design, Jetsweat stakeholders and associates wanted to know how they stood in the competitive and rapidly shifting fitness platform landscape. When researching competitors, I separated them into Direct, Secondary, and Indirect categories, so that we could focus our offerings around where they would have the most impact.
Important to note was type of features offered and at what price points. The result of my online research yielded the fact that Jetsweat delivered on more features than all of their competition, so it was important to find a way to highlight those advantages in the re-design. Chart made in Figma.
Step 2: New Header
Problem: current navigation titles were too long, CTA button and fonts were outdated, and success stories needed to be shifted into the “Resources” section, as it more closely related to those materials. CTA copy changed from “Get in Touch” to something more direct - “Contact”.
V1
V2
Step 3: New Footer
Problem: previous footer did not provide very much helpful information or links to potential clients. Pulling inspiration from similarly structured sites, I added important internal navigations links, social media icons, phone number, copyright info, as well as logo.
Previous Version
Inspiration
Pulling inspiration from similar sites such as Intellivideo and Vimeo, I wanted to incorporate important site navigation links as well as contact information in a clean, well organized and laid out format that followed correct hierarchy.
Figma version
The Figma version incorporated all of the elements above, but some elements were cut after initial presentation to stakeholders revealed that some features were not ready for incorporation, like an “About Us” page, a Privacy Policy, Terms of Service, or Newsletter sign up.
Squarespace Version
In addition to not being able to include the standard features of a footer, getting the exact format and spacing I had designed in Figma was challenging to translate to an older version of Squarespace’s block editor, so some design potential was left on the table.
Client preferred teardrop logo, even though text was too dark to show up against background. Result was a compromise between functionality, platform capability, and stakeholder preferences, but was a vast improvement on the previous version
Step 4: UI Asset Fixes
Problem: many existing assets were screenshots of past work instead of vector files, making responsiveness and accessibility issues difficult to correct. In some instances I had to re-create vectors from photos, such as in the “Features” icon secton, and other time I had to search for original SVG files and format them to fit with the Squarespace website builder constraints. Other assets had contrast issues, such as the Features wheel callout graphic, which I recreated.
Logo Wall : BEFORE
Logos were pixelated screenshots instead of SVG files.
I grabbed public SVG logo files and formatted them in grey squares to match the same color of Squarespace backgrounds, before placing them into a
single frame.
Logo Wall: AFTER
Final Squarespace layout
Features Wheel: Contrast and Accessibility
Re-created Features Wheel to fix spacing and alignment issues, and for number callouts to pass accessibility standards.
Original contrast
Corrected for accessibility
Step 5: Create “Book a Demo” page
Problem: “Request a Demo” CTA routed user to generic Contact page with no relevant information about demos.
BEFORE
To get an idea of what potential page layouts could look like, I searched online for formats that would accommodate the information we needed to get from clients. We ideally wanted a hero image that matched the homepage in style and treatment, and the top of form to be visible above the fold, to draw the eye further down the page. We wanted to only ask a few relevant questions, so as not to have a user abandon the form. We settled on studio name, size, and company contact info. We also included a message section in case potential clients wanted to tell us more details about their needs up front.
Inspiration
Various layouts of consumer information inputs
Version History
V1
V2
V3
Version 1 seemed a bit too long when reviewed by stakeholders; feedback was to remove feature icons and corresponding copy, as that was already shown in “Features” section.
Version 2 was better, but changes were needed to the footer as only nav items and contact info needed to be shown.
Final Version has updated look to input fields UI and final look of footer. Logo wall was made a bit more compact and mockups made a bit smaller.
Step 6: Create “Testimonials” Section
Problem: “Resources” section only had links to a few articles; stakeholders wanted a place for Testimonials as well as the logo wall. I gathered pictures and quotes from instructors, client’s logos, and formatted them into a modern-looking Squarespace layout to match the Jetsweat aesthetic. I changed the hero callout to “We Help Our Clients Stand Out” to match content below and to grab attention.
ORIGINAL
Existing layout included only news and press, basic footer
V2
New features added include testimonials section and logo wall.
Hi Fi
HOME
FEATURES
BUSINESS TOOLS
TESTIMONIALS
Next Steps:
- Continue to refine/recreate assets as needed
- Documentation/handoff to development
- Focus on social media marketing to gain new clients
- Track metrics to see if design changes drew more overall traffic
