Nathan Ford Design
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ffmag.com

 - case study -

ffmag.com

I worked to identify user experience issues within the workout section of the content site ffmag.com. The project goal was to improve the usability on mobile within the current Wordpress CMS workflow and increase returning visitor numbers and extend user session times.

who is ffmag.com

ffmag.com in produced by Val Morgan Outdoor Active and specialises in creating content aimed at reaching active consumers through website, in-club magazine, in-club vertical digital screens and TVC network.

problem

In an already saturated market, people have such vast resources of information around fitness, health and nutrition, how does one contribute value to the conversation and not just add noise?

competitors

From a fitness, health and lifestyle perspective, other comparable sites like womenshealthmenshealth, gq and coach.nine all ticked similar boxes when talking content and functionality.

leverage

ffmag.com is an established  brand with access to hundreds of PT's and fitness industry experts and works closely with leading nutritionists to create extremely valuable content which is offered to users for free.


research insights

Interviews were conducted with experienced gym goers and those at a beginner-level. Focusing on current workout habits, routines and potential improvements, obvious hurdles, such as being time-poor or not prioritising exercise over work were reinforced.

Most important information required for a workout was consistent across both levels... the session length and the equipment needed. Text based exercise name, sets and reps armed the experienced user with enough information to head to the gym. Supporting instructional videos and exercise descriptions gave those at a beginner-level more confidence to perform the exercise.


user persona's

Two persona's were created. 'Learning fit' and 'Maintaining fit'. These persona's were kept front of mind throughout the design stages guiding the design development and maintaining empathy for the user.   


hypothesis

Remembering the business goal was to increase returning users numbers and sessions times within the current Wordpress CMS framework. Creating free (with login) multi-week workout programs with supporting nutritional information and recipes would give users a reason to return to the site daily. 


Design

Current site IA is very flat, giving each section of the site a top level navigation point. Consolidating some site sections simplified top navigation. Giving the user less decisions. 'My Program' login button was added. On mobile this was given same prominence as the content navigation hamburger menu. 

Initial paper prototype revealed some confusion around differentiating the content/news section and the proposed 'My Program' section. As there are still workouts accessible through the content section, having the login connected directly to the 'workouts' section confused users as to what part of the site they had just navigated to.

Initial paper prototype revealed some confusion around differentiating the content/news section of ffmag.com and the proposed 'my program' section. As there are still 'workouts' accessible through the content section of ffmag.com, having the login connected directly to the 'workouts' section confused users as to what part of the site they had just navigated to.

It was revealed through testing, that separating the 'My Program' section and content section with 2 menus, one on each side of the masthead made sense to the user. This was helped with animation of menu sliding in from the same side of the menu being tapped. See here for Invision prototype.


implementation

Final implementation of the project was executed within the current Wordpress CMS. Budget constraints made it necessary to forgo the build of the 'My Program' section. Content for an 8 week workout program with supporting nutritional information and recipes was created in house. See 'Lean & Strong: 8 Week Program'.