The Challenge

To increase the number of members, create a single space to register and purchase a membership.

 

My Role and Process

Lead UX/Web Designer

I was the sole designer and strategist. I began analyzing what content should be kept for the new site and what content was not necessary. I then created personas of users coming to the site looking to join, current members and users wanting know more about judo. Once I had an idea of who my user was I began sketching and creating wireframes. Next came a high fidelity layout. Without the budget for a developer I utilized Wix due to its ease of use and e-commerce platform.

 

Through out the website I used black & white photography with accents of red to add unique interest and give focus to the to fundamental elements to the dojo. The most prominent element being the mat which is considered a sacred foundation to which the sport of judo is practiced. Other elements highlighted in the photography are the dojo patch and the red and white belts worn by the most senior instructors.

 

Qualitative Testing

Because of the relatively small population and using Wix as the platform I tested the usability with a full launch and selected current dojo members to register online and attempt to purchase a membership. The results varied; some users were unsure of where to go to perform these actions. Once I collected the feed back I made adjustments to the wording of the link with in the navigation and added a button directing the user to the page. 

The result has been a 30% increase in membership sales and 43% increase in merchandise among new
and current members.