Market Research, Wireframe & Copy

TLDR;

Client: Impakt, an early stage fitness startup

Context: The founders wanted a website that would draw prospects to sign up to their platform and show how this solution would change someones life in a way no other fitness app could

Solution: I conducted preliminary research through surveys and interviews, then wrote copy and created a wireframe for the user flow through the website

Tools Used: Google Docs, Four Eyes Surveys, Zoom

I had to understand their prospects first

Through my research we discovered the thing people struggled with most was consistency when it came to working out and staying in shape. At the time the pandemic had hit the U.S. and killed many people's motivation, joy, and routine when it came to working out. Impakt aimed to fix that with accessible, gamified fitness and influencer-led coaching at very cheap rates.

Homepage wireframe and copywriting

This section rounded out the features, benefits and outcomes that we promised the user if they chose Impakt as their fitness solution.

 

I would have liked to show videos of people actually working out and using the platform, but they were still in the testing phase and were lacking some content that could have helped conversions. 

This section is 'the switch', where I wanted to remind the visitor why they were here in the first place: they weren't completely happy with their current solution for staying in shape. We did this with a comparison table that emphasized the convenience of working out at home and connecting with a global community through your screen (for free).

The final CTA reminds the visitor of all the goods they get within this free fitness solution. We reiterate the playful value proposition and remind them of why they came to us in the first place - they want to finally stay in shape, which they know they can do if they're consistent.

This homepage was designed like a sales page - we walk the prospect through their stages of awareness as we move down towards the final call to action. I started by acknowledging their biggest struggle: consistency and staying in shape. 

The founders wanted to follow up with an email marketing strategy so I developed a fitness quiz to attract leads and collect emails.

Moving down the page we emphasized the struggles people were facing during 2020-21 with intermittent lockdowns, lethargy, and COVID fatigue. 

I used direct quotes from user research that I thought fit the tone of this emerging brand. The founders liked this playful direction and ​wanted to see clever headlines throughout the website. 

 

Call to actions were placed intentionally to direct people to try the product once they had moved through the journey down the page. Playing for free made this conversion low commitment and fun to try.

Homepage wireframe and copywriting

In the end, Impakt pivoted their product

Impakt has now moved into the NFT market and changed their fitness app to a channel where users can earn NFTs if they work out. For that reason they don't use this design on their website.

As my first web copy project I can see I still had a lot to learn. Looking back, here are some things I would change:
  1. Condense the sections agitating their struggles and use the headline/subhead to target their biggest obstacle

  2. Recommend the founders let people try the game once without signing up; give access to this trial at the top of the page where it's easy to access and use

  3. Design the game page as the "sales page" and focus more on getting visitors to try the game on the homepage; the homepage would have been better serving spontaneous decision makers while acting as a jumping off point for more methodical decision makers (those who need to read/understand it all before deciding)

  4. I also would have recommended the founders to get more clarity on the game/coaching offers before moving ahead with this project... alas, it's a startup and I was a newbie! We live and learn

Check out some more of my past projects

Web copy and wireframing

Web copy and wireframing

Product research and innovation

Product research and innovation

Email automation strategy

Email automation strategy

Homepage redesign

Homepage redesign

Landing pages

Landing pages

User research and journeys

User research and journeys