Website Redesign | Bluefit Gym

Restructuring the digital experience to simplify enrollment, support e-commerce and improve conversion.

Role

UX Designer

Industry

Health & Fitness

Scope

Restructuring from scratch

Stage 1. Briefing

I kicked off the project with a briefing session with the client to uncover their core pain points: an unstable, template-based website that was hard to customize, created maintenance headaches, and complicated new registrations. Beyond a redesign, the client needed a Careers page and an e-commerce section for Bluefit products.

I translated these needs into clear design priorities — a modern, intuitive UX, a simplified enrollment flow to drive sign-ups, and integrated product sales — while keeping student engagement and long-term scalability at the center of every decision.

Stage 2. Discovery and Market research

Once I understand the client’s objective, I begin researching the industry to understand its current position in the market. This step is important for understanding how the industry operates in the market, what the best practices are, and, consequently, for selecting relevant references and sources of inspiration that align with the project’s objective.

Stage 1. Briefing

Stage 2. Discovery and Market research

Stage 3. Site Flow & Wireframing

Building on the redesign scope, I restructured the sitemap to include two new client-requested pages — Careers and Product Sales — while preserving what already worked in the existing structure.

I then begin the wireframing process, translating research insights and client goals into an intuitive, conversion-focused user flow. Applying information architecture principles, I prioritized key content to reduce cognitive load and keep users engaged. To support the client's core goal of increasing sign-ups, I designed a strategic sales funnel with CTAs placed throughout the journey, added a product showcase section to the homepage (balanced within the existing content hierarchy), and created a careers page highlighting company culture and open positions.

a black cellphone with a white letter on it

Outcomes & Reflection

The Bluefit redesign delivered more than functional improvements, it repositioned the brand as contemporary, accessible, and aligned with its audience's lifestyle, while creating a scalable foundation for future digital iterations.

This project pushed me to grow significantly as a designer. Balancing client objectives with UX best practices, translating business goals into structured information architecture, and designing conversion-focused flows (from the sign-up funnel to the new e-commerce integration) strengthened my ability to think strategically, not just visually. It reinforced how design decisions — from minimalist visual cues to CTA placement — directly shape brand perception and business outcomes, a perspective I now bring into every project.

Link to view the full project:
https://www.figma.com/design/GySmwHJ3cXBCEcbchEZ1WU/Wireframe-%7C-Bluefit?node-id=2-5483