St. James Homepage — From outdated to outstanding in one redesign
A responsive redesign for a fitness and lifestyle brand’s digital presence. My Role: Conducted user research, designed responsive layouts, and collaborated with marketing on implementation. Impact: Increased membership sign-ups by 18% through improved UX and brand alignment. Scale: Supporting a growing member base across web and mobile.
Problem
The original homepage felt cluttered and presented too many navigation options without a clear visual hierarchy. Users struggled to find key information, and early analytics showed low click-through on primary calls to action. Our goal was to create a focused, streamlined experience that guides users intuitively.
Solution
The redesign achieved a 35 percent lift in CTA clicks, a 15 percent drop in bounce rate, and positive user feedback noting the improved clarity and ease of navigation.
The old site, users said it was very blog feeling. They expected it to be as innovative as the facility is.
Design Process
Ideation & Sketching
Explored hero layouts that prioritized a single primary CTA, clear label treatment, and simplified link structure.
Wireframes
Created low-fi wireframes showing focused hierarchy: hero image, headline, primary action button, followed by featured events and map link.
High-Fidelity Prototype
Developed an interactive prototype with improved typography, whitespace, and visual anchor for the main CTA. Introduced consistent color coding and concise labeling for navigation.
Usability Testing & Iteration
Usability sessions revealed improved click-through and clarity. Based on feedback, I adjusted the CTA wording, optimized contrast, and slightly reduced text density in secondary sections.
