Client
Crunch
Year
2018
Services
Product Design, Creative Direction, Strategy
A Fresh New Look: Reinventing Crunch Fitness
Working as a Creative Director and Product Designer at Canvas United, Crunch Fitness came to us with the need to freshen up what had become a stale brand and a clunky web experience. This entailed a complete digital overhaul... including updates to their identity system, a responsive website capable of club exploration and membership purchase, a separate membership login experience, as well as an in gym kiosk for reserving classes. This required a deep dive into understanding the fitness landscape in general, Crunch’s brand history, and the user journey from checkout to gym floor.
After some early exploration, it became clear that users would need to easily compare gyms across three key variables: location, price, and experience.
Utilizing geolocation was helpful and necessary to service more relevant content and regional deals throughout the site, along with making it easier for users to find the closest gyms while searching. Crunch had two main different gym types, Corporate and Franchise gyms, making it more confusing and difficult for users to compare gyms. Showcasing features and the different experiences across these two gym types was crucial. The comparison also helped justify the price difference between the two. This led to two different templates depending on whether price or experience was the bigger selling point. I also streamlined the checkout process, making it a much better experience for users. This entailed simplifying prices, standardizing amenities and language, and better highlighting the value, all of which aided in driving conversions for Crunch and less confusion from users.
The goal was to create a fun, bold, and vibrant experience that was better suited for Crunch’s “No Judgments” philosophy.
The new design system included bright strong colors, fresh iconography, playful language, and rich imagery to convey the energy we were aiming for. This experience was not limited to browsing the website as part of the new member experience, but extended to a member’s portal, an online class booking tool, and an in-gym kiosk that let member’s check in upon arrival.
