Cultural UX/UI & Web Design
Website Redesign & Mobile App Strategy for a Growing Gym
The Role
Lead UX/UI & Web Designer
End-to-end execution: UX Research, Information Architecture, Web Redesign, and Cultural Usability Testing.
Team & Timeline
18 Weeks · Delivered June 2025
The Context
JasNutrFit is a growing local gym. As their membership expanded, their outdated website couldn't keep up and struggled to bring in new leads. We completely redesigned their website to boost sign-ups, while also creating the UI/UX foundation for their upcoming mobile app.
0.0 Web Redesign: A modern digital face for a growing gym.
0.1 Strong Social Media Presence
0.2 Value Proposition
A digital home base for a growing fitness community.
The Problem
JasNutrFit has built an incredibly strong and active community through social media marketing. However, they lack a reliable digital home base to capture that momentum. Without a functional website or mobile app, they struggle to formally convert Instagram followers into paying gym members efficiently.
2.0 Brainstorming Session: Key project questions categorized by Business, Content, Accessibility, and Brand.
Designing for a connected ecosystem.
To build a platform that truly serves the local Lynn, MA community, our research focused on the two sides of the JasNutrFit experience: the highly motivated gym-goer, and the independent fitness professional guiding them.
4.0 The Audience: Bilingual Spanish Community
4.1 Persona 1: The Motivated Member seeking community and guidance.
4.2 Persona 2: The Independent Trainer seeking a professional home base.
Our "Healthier" Journey
Our "Healthier" persona wants to track her workouts and feel engaged by trainers. The digital solution had to bridge this gap, ensuring the app handles scheduling and tracking effortlessly.
4.3 Customer Journey Mapping
4.4 Empathy Mapping
4.5 Journey Mapping
UX Participant Exercise
We engaged directly with the community to understand what they wanted to see, with 12+ participants joining our sorting exercises to help prioritize features.
4.6 Card Sorting
Connecting with the Culture.
To ensure our designs resonated with the local demographic, we conducted 1-on-1 interviews with members from various Hispanic backgrounds. We focused on understanding their specific fitness goals, cultural expectations, and pain points with current gym tools.
5.0 UX Research Participants
5.1 Dominican heritage interview highlights.
5.2 Guatemalan heritage interview highlights.
5.3 Puerto Rican heritage interview highlights.
5.4 Mexican heritage interview highlights.
Streamlining the sign-up process.
The visual execution focused on translating JasNutrFit's high-energy social media presence into a trustworthy, professional web environment. We started with low-fidelity wireframes to establish layout before applying the burnt orange and charcoal brand identity.
5.0 Web Wireframes
5.1 Web Prototype
Adapting the web experience for mobile.
Before moving to development, we mapped out the core user flows. The primary goal was to ensure a user could navigate from the homepage to signing up for an account and booking a class with zero friction or dead ends.
6.0 Information Architecture
6.1 Mobile UI Prototype
Testing with the local community.
JasNutrFit serves a vibrant, predominantly Spanish-speaking community. To ensure the new digital presence felt as welcoming as the physical gym, I applied Cultural Intelligence (CQ) to our testing phase. We conducted bilingual usability tests with local members to observe how they navigated the new website and app foundations.
7.0 Usability Sessions: Gathering feedback from Spanish-speaking users.
Insights & Cultural Iterations
Direct translations are rarely enough. Testing revealed that users responded better to culturally relevant motivational phrasing rather than strict, corporate gym terminology. We also noticed a heavy reliance on mobile-first navigation, prompting us to enlarge tap targets and simplify the booking steps to reduce friction.
Delivered to JasNutrFit, June 2025.
A modern website built to drive sign-ups, plus a structured information architecture ready for future app development. A digital space that grows right alongside their physical community.
Skills Applied