UI/UX + Brand design
LUCID MOTION FITNESS
Everything that you dreamed of can be brought to life exactly at the moment when you decide to win.
- RoleSole designer and developer. Brand strategy, user research synthesis, persona development, UX, visual design, and front-end build.
- Year2024
- Link
The Challenge
Endurance sports skew toward people who already see themselves as athletes, which quietly locks out the women, people of color, and financially constrained first-timers the sport claims to welcome.
Solution
A brand and site built to dismantle the "I'm not an athlete" barrier at first contact, driving a 30% conversion rate from a first-time-athlete audience.
Brand Story
Lucid Motion Fitness is a triathlon training company that centers around the following values:
- Inclusivity
- Accessibility
- Holistic Strength
Research & Insight
Studies show that endurance sports lack participation amongst women, financially challenged individuals and people of color.
Solution
Interview, study, and collect data to understand why certain personas have felt left out of prior participation access.
Come up with user personas that exemplify the diverse user groups that have previously been blocked from training resources.
Come up with user personas that exemplify the diverse user groups that have previously been blocked from training resources.
Design Principles
Belonging before performance. Accessibility as a feature, not a footnote. Warmth over intimidation.
Explore & Iterate
Peek into the UI Design Process
- Solution 1:The reframe, statedDesign:"Didn't think you could be an athlete? Think again." meets the self-doubting first-timer at the top of the page.
- Solution 2:Flash Motion System:DesignBlue, pink, and green streaks as a motif across the website and branding to signify the diversity of motion. The energized design scheme includes color-coded tiers in the payment flow so the affordable path is a real choice.
User Flow
Landing to booked consultation, marking where each barrier gets answered: identity at the hero, cost at the tiers, access at Pay-It-Forward.
Takeaway
Creating products for diverse audiences who have been previously underserved requires a user-centered approach with an equity-focused strategy in the design.
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