Information Architecture SPRING 2016
This document includes the projects outcomes and goals, user experience, content requirments, outline of site structure and conecept designs
Table of contents
04RESEARCH 06GOALS 08USER PERSONAS AND SCENARIOS 14COMPETITOR ANALYSIS 22CONTENT 24STRUCTURE
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Business Idea Validation First of all, business idea should be validated to make sure that such kind of business can produce a profit. The easiest way to complete the validation is to search similar companies and review their activity.
Finding an Original Idea It is clear that fitness is quite a demand in Newcastle city centre. However, there are no gym or fitness club near the Cobalt Park where much tech companies are located. Based on this it can be assumed that by combining smart technology, fitness and nutrition can create a new category in the fitness industry.
Research
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Research
Problems & Solutions Researching the fitness industry a few problems can be found. The biggest problem of fitness clubs is that people do not attend the gym regularly. It is caused by several reasons.
Why people do not attend gym
Possible solutions
I’m too tired today, will go tomorrow
Personal schedule assistant what recommends you the best time to exercise
The weather is awful today
Built-in forecast, SMS-info
There always are so many people
Real-time number of people and real-time webcams
Don’t think I need to work out anymore
Gamification, levels, motivation emails and sms
I just don’t want to
Gamification and prices for best attending
Don’t see any changes in my body
Tracking the progress and weekly summary
No clue how to work out at all
Explainer video (QR-Code) and “help” button near each piece of equipment
Would like to exercise but have to take care of the kids Kids playground, offering a babysitter Actually, I don’t have time
Personal schedule based on imported data from your personal calendar and work schedule
Don’t have gym mate to go with
Everybody can be a mentor (if he has high enough level), anybody can choose a mentor
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Company Goals Part of the planning process, business goals describe what a company expects to accomplish. Businesses usually outline their goals and objectives in their business plans.
Goals
What is the mission/aims of ACTIVE? • To provide a highly personal and individual service to clients • To provide an opportunity to track progress of inand outdoor exercises via smartwatches and smart wristbands • Contribute clients to combine activities and healthy food and reach good results • Help to manage gym sessions and training programme • Motivate members to do exercises regularly to change their lifestyle • Create friendly and helpful community to support and teach newcomers
What image do you wish to portray? • ACTIVE always cares about health and emotions of clients and is a friend for client, not a service provider • ACTIVE aims to create personal and individual experience and become an association for lifestyle of active, progressive and modern people • ACTIVE is a small friendly community where everybody supports everyone, and anyone can reach their goal or become a hero in mentor role • As a brand, ACTIVE is an eye-catching, fresh and modern brand with true emotions, which understand people and help them
Who are the intended audiences? • IT-related, people who work in Cobalt Business Park • Progressive and modern people who would like to track their activity • Individuals who need support and would like to join healthy community • People who understand importance of combining exercises and healthy nutrition
How would your audience benefit from using the website/app? • To find answers to frequently asked questions • Easily buy or renew membership • Quickly review progress and results • Free access to all healthy food & diets proposals • To manage classes, mentor and schedule • To see how much people are in gym at the moment • To communicate inside the community
Goals
What are the short and long term goals of the website/app? • To provide information about gym, membership plans and features • To provide information about exercises, healthy nutrition, and diets • To provide an opportunity to see personal progress report • To help members to manage own programme and membership, review and set goals • To create platform where members can express, discuss and share their experience and advice • To choose your personal mentor or become a mentor, register with classes and manage their individual schedule
Why will people visit the ACTIVE website/app? • To find out more about ACTIVE • To buy or renew membership • To review their results and progress report • To manage their schedule, classes and goals • To reed about healthy food & diets
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User Personas & Scenarious
User Persona 1 Name: Age: Lives:
Jack Mitcham 22 Jesmond, Newcastle
Occupation:
Java Developer at IBM
Membership:
No membership
Experience: Behaviors:
Goals:
Pain Points:
Jack got a placement at IBM after graduating from university and moved to Jesmond, Newcastle upon Tyne. He is an active person and has attended gym before relocation. Jack wants to find a new gym near the work or home with suitable working hours. The main criteria for him were good equipment, enough big working space, and professional trainers. Besides keeping in fit, his main aim is to rebuild his daily schedule because he used to wake up late and work at night a lot.
Has attended gym before moving to NCL Always tries to escape crowded places Closed person and therefore doesn’t contact to people a lot Wants to become fitter Intends to start to eat healthy food Wants to rebuild his daily schedule Works late and therefore miss a lot of activities & events Is afraid of being newcomer Has poor time management
So he was looking for a gym near the office or home on google maps and found a few options near home and office. He discarded gyms and fitness clubs which doesn’t have photos at all or have low-quality amateurs photos, unsuitable working hours and no link to the website. After that, he went to websites to find out about membership fee, proposals, take a look at photos and read “about us” section in order to know the core value of gym and see some statistic. A few gyms have an own mobile app which looks quite good for him because he loves when business goes interactive. His final step was calling to gyms and asking a few little questions and the ability of come in person and take a tour.
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User Personas & Scenarious
User Persona 2 Name: Age: Lives:
Rachel Lloyd 31 Whitley Bay, Newcastle
Occupation:
Project Manager at Accenture
Membership:
Winds Ladies Leisure
Experience: Behaviors:
Goals:
Pain Points:
Attending gym for ten months in the past Works out 2-3 times per week at home Uses exercise as distraction Is lazy and unmotivated Intends to lose weight Wants to meet new people After giving birth wants to start working out over Has a kid, therefore, can’t attend gym in the evening Lack of motivation
Rachel gave birth her second son recently and have started exercise at home as soon as it was possible because used to attend gym before pregnancy. She is a very modern person and use her phone for step tracking all the time. After maternity leave she is going to continue working at EE in next month, so she is looking for a gym near older son’s school or office. She was thinking about attending gym she attends before, but it does not locate on her way from home to child’s school and office. However, she wants to have the same what she had in previous gym – motivation environment, helpful trainers, and small-groupclasses. Besides getting back in fit, she would like to meet other women who also have a baby. So she posted on a facebook group for mothers and got advice for two fitness clubs in the result. She looked for suitable classes schedule and what they propose in additional. Unfortunately, they haven’t mentioned any after-pregnancy programs, so she wrote them an email. Both clubs replied on the next, morning and only one of them has designed-for-mothers classes with the personal nutrition program.
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User Personas & Scenarious
User Persona 3 Name: Age: Lives:
John Smith 27 Holystone, Newcastle
Occupation:
Product Designer at Perfect Image
Membership:
No membership
Experience:
No experience
Behaviors:
Goals:
Pain Points:
John is an amateur runner who runs just for clearing his mind and keeping himself in fit. He runs every morning before going to work and counts calories but doesn’t restrict himself to the type of food. John uses his smartwatch for tracking body measurements.
Runs every morning Counts calories and tracks his progress via smartwatch Intends to run a marathon Wants to balance his diet Has no one to ask for advice Doesn’t have a partner with similar goals Uses different apps for tracking different measurements
As every person who like to run, he would like to run a marathon some day. But a marathon isn’t just running, and he knows that, so he decided to find someone who can help him and teach everything he needs because running apps can provide the same result as a personal trainer. Also, he would like to find someone with whom to run. So he googled for gyms near home and founded a few fitness & health clubs. He doesn’t want to work out a lot only if it is necessary. Therefore, he was focused on cardio. He looked at photos of cardio space briefly and personal nutrition program proposals, but more attention he paid to trainer’s profiles, awards and core values of the gym. After investigation of all websites he still doesn’t know which exactly he needs to choose, so John went to each club and spoke to trainers in person to find out everything he needs.
User Personas & Scenarious
User Persona 4 Name: Age: Lives:
Emma Evans 20
Part-time job at Tesco
Membership:
Member at David Fairlamb Fitness
Behaviors:
Goals:
Pain Points:
Emma studies Animation at Northumbria University and works on the part-time job at Tesco Express at the Cobalt Park, which is near her home. She cares about his body, so she eats only healthy food and do exercise at least three times per week.
Murton, Newcastle
Occupation:
Experience:
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Emma has a membership at David Fairlamb Fitness since Early 2014 so like that club a lot, but sometimes she is late on classes because work ends at the same time when class starts. Besides that and excessive attention from men at the gym she is totally satisfied with the current club.
Attending gym for 18 month Cares about her body a lot Love to listen to music in headphones Eat healthy food Intends to keep herself in shape Wants to track the result and share with friends Doesn’t like excessive attention from opposite gender Always late on classes
She continues to attend the same club because she doesn’t have other options which have better classes schedule, divided workout areas for men and women, free highspeed wifi (to listen to her favorite music on Spotify), and great location at the same time. In additional she thought about buying some health tracker because she likes to share his results with friends and followers on Facebook and Instagram.
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User Personas & Scenarious
User Persona 5 Name: Age: Lives:
Megan Jones 26 Morpeth, Newcastle
Occupation:
Content Manager at EE
Membership:
No membership
Experience:
No experience
Behaviors:
Goals:
Pain Points:
Megan works at EE in Cobalt Park in the same occupation for two years. She likes to hang out with her friends. Therefore, she smokes (and tries to quit for last six month), eat at McDonalds in the middle of night, and goes to a pub at least once per week.
Tries to quit smoke Eat junk food from time to time Intends to lose weight Wants to start doing yoga Wants to change her nutrition Doesn’t have anyone to support her Doesn’t believe in herself Has no experience in using gym equipment
She decided that would change her lifestyle after New Year because she would like to quit finally smoking, lose weight, and improve nutrition from cheap junk food to regular, healthy homemade food. She believes that it will help her to move further on career ladder (and she could be right). So she asked her friends to recommend some sports clubs. Main criteria were combining workout and nutrition programs, good support, motivative trainers, and tracking the progress. Friends advised her three quite similar organizations and decision-maker points were location, membership fee and photos on club’s website. As the result, she chose fitness club near the home based on friend’s recommendation, pictures and no provided contracts (only monthly fee without any hidden payments).
User Personas & Scenarious
User Persona 6 Name: Age: Lives:
Matthew Taylor 43 Gosforth, Newcastle
Occupation:
Head of UX Department at Siemens
Membership:
No membership
Experience:
No experience
Behaviors:
Goals:
Pain Points:
Speaks via hands-free all a time Doesn’t eat regularly Intends to set up his daily nutrition Wants to relax Doesn’t like to work out hard Can misses classes or working out for weeks because of urgent work
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Matthew works at Siemens as Head of UX Department. Therefore, he is a very busy person and always wears and speaks via Bluetooth hands-free. He knows how much his time costs, so he doesn’t waste it for waiting. His wife insists that he should go to a gym and long discussion he promised that will only go if she will find a fitness club for him. His asked to find a fitness or sports club near the work with an individual trainer who can create personal daily nutrition and workout for him. Also, there should be some quiet room for calls, sauna or pool for relaxing and flexible classes time. In additional, he said that it could be great if a trainer can remind him about sessions via SMS or email or that could be an app with push notification. Matthew’s wife found only one sports club that fit all requirements. All other options rejected because they don’t provide premium membership or individual trainer or don’t provide reminders (or an app) or are located too far from home or office.
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Competitor Analysis
Competitor Analysis
Local competitors:
Nationwide competitors:
A competitive analysis is a critical part of your company marketing plan. With this evaluation, you can establish what makes your product or service unique, and therefore what attributes you play up in order to attract your target market.
Analysed: • http://speedflex.com/ • http://pinetreehealth.co.uk/
Analysed: • http://www.puregym.com/ • https://www.virginactive.co.uk/ • http://www.24wellnessclub.co.uk/ • http://www.1rebel.co.uk/
Reviewed: • http://www.body-zone.org.uk/ • http://mclubspaandfitness.co.uk/ • http://www.pinnaclefitness.org/ • https://www.dwfitnessclubs.com/ • http://www.davidfairlambfitness.co.uk/ • http://thefitnessrooms.com/ • http://www.curves.eu/uk
Reviewed: • https://www.bannatyne.co.uk/ • http://www.lafitness.co.uk/ • http://www.fitnessfirst.co.uk/ • http://www.roko.co.uk/vav
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Competitor Analysis
SPEEDFLEX http://speedflex.com/
APPEARANCE AND STYLING
NAVIGATION AND USABILITY
CONTENT AND STRUCTURING
• The website uses big hero video as a background which shows unique equipment. • Good very clean layout and well-designed pages which make it feel professional • Interesting and quite fun explainer video which compare their methods to others standard fitness methods and programs • Primary colour (brown) is not contrast enough with white or black background
• Easy-readable and every-page-repeatable Call to Actions • Links to full range of social media • Adaptive layout (with minor issues) • Members login is not eye-catching • Secondary navigation on inner page is not eye-catching and intuitive
• Downloadable timetable • High-quality and professional photos, which display equipment in action • List of trainers with their interests, experience and level • Well structured content which gives an easy access to information visitor looking for • Hard to find the price
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Competitor Analysis
Pure Gym http://www.puregym.com/
APPEARANCE AND STYLING
NAVIGATION AND USABILITY
CONTENT AND STRUCTURING
• Big hero image with main features but button isn’t eyecatching • Explainer videos “How to use the specific piece of equipment” • Program builder based on your goal choice • Membership fee calculator and Online registration • Huge logo in comparing to navbar height • Primary colour used too often
• Good main navigation but secondary navigation (on particular gym page) is confusing • List of features and equipment on inner gym page • Adaptive layout • Location auto-detection which can suggest the nearest gym for you • Members login is located on intuitive place • Too many clicks to reach information about personal trainers
• Own mobile app • High-quality and professional photos, but without people at all • Great “What’s happening” infographic • Well-structured information across the whole website • No downloadable timetable
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Competitor Analysis
Pinetree Health http://pinetreehealth.co.uk/
APPEARANCE AND STYLING
NAVIGATION AND USABILITY
CONTENT AND STRUCTURING
• Big hero image and eye-catching telephone numbers • Today’s timetable, news and address right on the home page • Logo is located a little bit aside from navigation bar • Badly-readable text on inner pages
• Good navigation bar and easy navigation system • Adaptive layout • Doesn’t have member’s login • Search bar appears only on internal pages
• No downloadable timetable • No price listed • Very poor information about services • Low-quality, small and unprofessional photos
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Competitor Analysis
Virgin Active https://www.virginactive.co.uk
APPEARANCE AND STYLING
NAVIGATION AND USABILITY
CONTENT AND STRUCTURING
• Great big hero image with fun activity • Fresh, modern and colourful design what feels very professional • Clean, fun, and understandable language across website • Good explained all features, differences, and membership options • Great colour palette from red, black and violet colours • Unique illustration style which supplement photos • FAQ
• Understandable and intuitive main and secondary navigation • Clear and eye-catching call to actions • Easy-to-find working hours and membership fee • Adaptive layout • Great timetable view and navigation
• High-quality and professional photos with displaying activity • Great infographic and structuring by floor/action kind • Well-structured information across the whole website which answers all questions
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Competitor Analysis
24 Wellness Club http://www.24wellnessclub.co.uk/
APPEARANCE AND STYLING
NAVIGATION AND USABILITY
CONTENT AND STRUCTURING
• Green, fresh colour palette • No photos of gym and equipment • No quite an understandable kind of business without reading the text
• Straightforward and logical navigation • Adaptive layout • Most important section’s links located on the page bottom • No working hours mentioned • No phone mentioned in contacts section (only in the footer)
• Own mobile app • Online sessions booking system • Different levels of membership • Inadequate information about gym, classes, and equipment • Low-quality and unprofessional photos
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Competitor Analysis
1Rebel http://www.1rebel.co.uk/
APPEARANCE AND STYLING
NAVIGATION AND USABILITY
CONTENT AND STRUCTURING
• Very atmosphere big hero video on background • Fresh, modern landing page, but weak on features and colours • Too often repeating call to actions • No action and primary colours • All elements are too similar (buttons, paragraph styles) • Doesn’t have accents on main sections
• Easy-to-use navigation • Adaptive layout • Mess and unordering timetable view • Registration and member login isn’t eye-catching
• Online sessions booking system • No downloadable timetable • Photos feel “dirty” and reflect more “clubbing” style than sport
Competitor Analysis
Competitor Evaluation
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Content Identification
Content
Smartness • Description and photos
Contacts • Working hours • Contact numbers • Address & Location on map • Social Network links (Facebook, Twitter, Instagram, Youtube)
Facilities • Gym description and photos • Pool description and photos • Spa description and photos • Lounge / Working area description and photos • Eating spots description and photos
Classes • List of classes • Descriptions • Photos • Real-time timetable • Weekly timetable
Nutrition • Burn pre-build programs • Build pre-build programs • Balance pre-build programs • For Beginner • For mothers
Equipment • List • Photos • Description • Explainer video
About ACTIVE • General information • Main features
Community • Trainers profiles • Trainers Specialisation • Contact • Free-to-review reports Membership information • Membership plans & fees • Terms and Conditions
FAQ • Membership • Classes • Programs • Facilities
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Content
Function Identification
Review personal activity report • Daily • Weekly • Monthly • Current year • Custom dates Export personal report • As PDF • As PNG • To Google Docs • As MS Exel Membership management • renew • buy membership • upgrade or downgrade membership plan Community • Ask a question • Find a mate • Find a mentor • Become a mentor Manage classes • Time-management • Sign up and sign out from class • Download personal timetable • Book a test session
Facilities info • Statistic • Availability list • Gym virtual tour • Program builder User Profile • General Information • Interests and passions • Social networks links
Smart devices synchronisation Personal goals management Links on mobile app downloading Book a visit or free one-day premium pass Animation accross website Email subscription service Adaptive layout Printer friendly version Client login section (to provide personal report) User settings Resizable text
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Structure
Grouping and Labelling
Structure
Structure
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Svyatoslav Polishchuk www.karabeen.com hello@karabeen.com +44 7903 809381