Website Redesign – Echelon
Echelon
A strategic, conversion-focused website redesign for the connected-fitness brand — from Figma layouts to membership and product pages.
Echelon was seeking a website redesign to strengthen their market position and drive higher conversions. Taking a strategic, audience-focused approach, the design process began in Figma, defining layouts for the home page, membership section, team/instructors, product pages, comparisons, collections, and cart.
Key improvements included simplifying site navigation with a menu featuring product photos and better-organized options. A product category section was strategically placed below the home page hero and on individual product pages to enhance discoverability.
To increase membership sign-ups, a global section was designed for multiple site areas showcasing videos for cycling, rowing, running, strength, and mobility, along with five core membership benefits. The membership page included a pricing section outlining different payment plans for Premier membership and FitPass.
The product pages were designed to communicate extensive information clearly, including payment options and equipment specifications, along with bundle offerings.
The final result was a user-friendly platform tailored to their audience's needs, positioning Echelon for stronger engagement and increased conversions.
