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Zumba realized they needed a brand refresh as they started to rise in popularity. The founder of the company approached Huge to deliver the change they were seeking.

 

One main area of goal was to increase merchandise sales. Based on this insight we were able o find some innovative ways of adding contextual shopping experiences for the user.

 

We updated the overall website look and feel, provided a CMS that the client could update with modules we designed, and improved the shopping experience overall. 

OPPORTUNITY

APPROACH

The team was split between our DC and Brooklyn offices. Product management and UX (me) were in the DC office and the visual design team was in the Brooklyn office.

The PM and I worked closely to determine the framework and layouts for each of the pages, which were sent to the visual design team in the BK office to add final detail.

I started out by immersing myself int he customer strategy, building out the IA, and iterating the crap out of the site through wireframes.

My role: UX design

OUTCOME

My final UX work was delivered in 2013 and shortly after I was contacted by Intuit. I didn't have access to the final analytics and measures, but most of the work that I designed is still up and running today at www.zumba.com.

Overall this was a great project for learning the discipline and patience of multiple iterations. Throughout the project I was challenged to expand my thinking by iterating repeatedly and rapidly.

STARTED WITH IA

I was added to this project after the initial round of research was completed with stakeholders and customers. The product manager shared the findings with the rest of the team to get the ball rolling. At that point we did a site audit to grasp the content. From that point I had enough information to craft the site IA/map below.

READY, SET, ITERATE

Find a class - The goal of this module was to get users to find classes, and to understand that there are several different types of Zumba classes they can take in a way that felt personal but not intrusive. 

Find a class module

Editorial shopping

We updated the shopping pages to include more of an editorial experience to increase the time spent on the site. Complete with lively images, in context buy links, and a bit of story telling.

Classes close to you.

Expand class detail

I used a lot of sharpies and whiteboard space to get the creative juices flowing. I was tasked with refreshing the homepage and the entire site look and feel there were a couple of things I knew I had to incorporate, including lots of opportunities for customers to buy the products, find classes, and improve time on site.

FROM, TO & LESSONS LEARNED

Old homepage & Shopping landing page

New homepage & 'Shop the look' experience

Lessons Learned

Overall this project was a success. One of the main lessons I learned on this project was the value of iteration. You rarely find the gold nuggets on the first version of anything. By the time this project was completed I'd created several reams of sketches and wireframes. Some elements made it through completion. If I could wind the clock back I'd spent more time talking to customers and iterating based on their input. 

READY, SET, ITERATE

Find a class - The goal of this module was to get users to find classes, and to understand that there are several different types of Zumba classes they can take in a way that felt personal but not intrusive. 

Find a class module

Classes close to you. Automatic, based on your location.

Expand class detail

Step 1 of the class type finder

Results of your search

There was a lot of work that was done for this project. Below you'll see just a small portion of the deliverables I worked on. From there, the visual design team was able to bring the designs to life.

We updated the shopping pages to include more of an editorial experience to increase the time spent on the site. Complete with lively images, in context buy links, and a bit of story telling.

Editorial shopping

Iteration 1

Sketches

Iteration 2