Project Overview
Client
BIA Force by Flagship
Product
Website & Mobile App
My Role
Summary
BIA Force is a startup fitness, wellness, and post-workout recovery concept in NYC. I was tasked with the brand development, mobile fitness app design and web design.
Project Brief
Challenges
Project Timeline
Agile Design Process
Initial Assumptions
There are a lot of fitness studios across Manhattan and Brooklyn combined. When learning about a new studio, New Yorkers want to feel like they are discovering a place where they can connect with people while having an authentic workout. Introducing BIA Force to a test group, some initial assumptions were that “the barrier to entry was too high” and that the brand and workout itself felt intimidating.
Problem Statement
The brand & workout itself feel intimidating. How might we connect with our customer in a meaningful way while creating a welcoming and authentic experience?
Research
“Growth of wellness, nutrition, and recovery services” nearly took the top spot, while “adapting to changing needs and habits of younger generations”—ihrsa.org
Synthesized findings from interviews, giving voice to common themes:
Top reasons why users quit the gym:
Research Team. Yehuda & Noa.
Competitive & Comparative Analysis
Content Audit within our competitive market:
Defining the Product’s MVP
Book & Buy
Users can easily scroll through our services, add to cart, and purchase a class or a package.
Learn
Users will be able to learn more about the workout, what to expect, how-to prepare for a class, and more.
Schedule
Users are greeted with their upcoming session reminder. They can also navigate through the schedule panel and filter sessions based on fitness, wellness, and recovery services.
Earn Rewards
Based on achievements, users will be able to earn rewards that will unlock free branded tees, buy one-get one promotions, and other cool stuff.
Brand Positioning
We analyzed the competitive market and segmented brands into four sections:
Observation
While SoulCycle and Flywheel share the same values, their brand and marketing vision differ. They exist on polar opposites on the brand positioning map above, with many competitive brands skewing one way or another. This analysis helped us pin-point an opportunity for BIA to stand out from its competitors, by positioning itself in the least saturated segment in the market.
Target Audience
Busy New Yorkers who need a respite from everyday life and work responsibilities. They don’t belong to a certain group, they are counter culture, confident outliers. Individuals from different walks of life, all bringing a unique form of expression and energy to the table. Regardless of age, athletic ability, profession or personality, all are welcomed to BIA Force.
Brand Statement
BIA Force is a lifestyle and service brand, whose attitude, mood, and statement identifies with individuality and independence. BIA is a sustainable lifestyle of balance, fitness & wellness. We are bold, ever-evolving individuals. We hone our strengths and own our weaknesses. We work for progress not perfection.
Design Approach
Beautiful, clean, friendly, edgy, premium, approachable, hospitable, conversational…
Style Guide
Typography
Colors
Buttons
Information Architecture
Low Fidelity Wireframes
Site Design
Low Fidelity App Wireframes
App Design
Results and Takeaways
Working in an early-stage startup comes with lots of excitement and a huge responsibility to be nimble, lean, and focused. There will always be improvements and changes that come along with a growing business. The key is to design with that growth in mind and to focus on the features that will deliver the highest value for the users.