Run Free is a virtual coaching service for runners, founded by Olympic marathon runner Ryan Hall.
The project included increasing product awareness/ branding, developing a membership portal, and E-commerce update. I conducted a comprehensive UX - UI audit of both the web and mobile platforms. Additionally, I crafted impactful storytelling to effectively showcase the company's core philosophy, the "Holistic Five."
Role: UX/UI Designer
Duration: 4 weeks
Tools: Figma, Miro, Adobe Creative Suite, Zoom, FigJam, Squarespace, Microsoft products, Cell phone, Pen and Paper
Methods: Agile, Lean
why did RUN Free NEED HELP?!
Run Free Technologies had a problem: 60% of visitors left their website right away (bounce rate). On top of that, people weren't even looking at important pages like "About Us."
To fix this, we focused on three key areas:
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Showcase their Approach:
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We used clear visuals and storytelling to explain Run Free's "Holistic Five" principles and the virtual coaching process.
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Update Sign-Up Page:
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We improved the buttons and calls to action (CTAs) for the free consultation form and the signup process
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Highlight Success Stories:
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We added powerful client testimonials to the homepage and testimonials page to show how Run Free helps people achieve their goals.
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Run Free's website overhaul was critical for several reasons:
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Unclear Message:
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The site failed to clearly communicate the success of Run Free’s methods, leaving potential customers uncertain. A straightforward, compelling story is essential to build trust.
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Confusing Navigation:
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The poor site structure frustrated users, causing them to abandon purchases. Simplifying navigation will lead to smoother checkouts.
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Lack of Testimonials and Trust:
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Without client success stories, the site missed a key element of trust-building. Adding testimonials will encourage more signups.
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The original website lacked clarity, ease of use, and credibility, all of which are crucial for customer engagement and conversion.
Interviewing Runners
12 unique runners were interviewed to discuss their wants, needs, and habits
Dig Deeper into the Issues
To dig deeper into what was happening on the website, I also asked runners a few questions.
Improvements:
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Replaced "gain a better understanding" with "dig deeper" have more informal and engaging tone.
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Replaced "additionally" with "also" for better readability.
*Click here to view the Competitive and Comparative analysis and Old site map.
Understanding the Users Needs
To understand user needs, I looked at two things:
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Client feedback:
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This helped me see what existing customers liked and disliked about the website.
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User personas:
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These are fictional characters that represent typical website visitors. By understanding their goals and frustrations, I could design a website that works better for everyone.
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Clear and Easy Navigation
We designed a clear and easy-to-use navigation system for the website.
100% of the users tested approved of this updated global navigation with zero interruption in flow.Everyone loved it from the start!
Development Steps
From Pen to Computer
Additional Pages
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What the users need and wanted
Users told us what they wanted to see on each page of the website:
Homepage:
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Clear brand identity and product explanation
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Eye-catching visuals showcasing the brand philosophy
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Easy-to-find pricing information and benefits
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Client success stories
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Informative video
Before and After
Before
After
*Click here to view the updated Client success stories page and Consultation page.
MaKING a Difference
100% of the users tested approved of this updated global navigation with zero interruption in flow
Impact and Future Developments
Impact:
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👥Increased client acquisition by 50+ clients post-implementation of new website designs in 3 months
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📈Addition an additional over 200k visitors per month.
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Both users and Run Free's stakeholders loved the new website design!
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