Website Redesign – Echelon
Echelon
A strategic, conversion-focused website redesign for the connected-fitness brand, from Figma layouts to membership and product pages.
Services
- Web Design
- UX/Content Strategy
Overview
Echelon, a connected-fitness brand, was seeking a website redesign to strengthen their market position and drive higher conversions.
Approach
Taking a strategic, audience-focused approach, I began the design in Figma, defining layouts for the home page, membership section, team and instructors, product pages, comparisons, collections, and cart.
Key improvements started with the navigation: I simplified the menu with product photos and better-organized options, and placed a product category section below the home page hero, and on individual product pages, to improve discoverability.
To increase membership sign-ups, I designed a global section, reused across multiple areas of the site, showcasing videos for cycling, rowing, running, strength, and mobility alongside five core membership benefits. The membership page laid out the different payment plans for Premier membership and FitPass in a clear pricing section.
The product pages were designed to communicate a lot of information clearly, covering payment options, equipment specifications, and bundle offerings, without overwhelming the shopper.
Outcome
The final result was a user-friendly platform tailored to the audience’s needs, positioning Echelon for stronger engagement and higher conversions.