72% of traffic to the legacy website was from mobile devices. However, there were factors that didn’t enable FFME to have a mobile-first experience for those users.
Through our analysis of traffic data and user intent; we were able to identify the key points in the Fitness First legacy website that impacted user journeys in a negative way. To enhance the user journey, we usually address this issue in 2 different ways: Either we eliminate the negative factors or we transform it into an opportunity to enhance the UX.
We shortened the JOIN NOW process by eliminating unnecessary steps and combining relevant steps with each other to further enhance the user experience. Much of the information was visualized to make browsing and navigation more convenient for mobile users. The outdated information structure of the website also didn’t help them convert much of the mobile audience due to lack of thought out user journeys.