Cult.fit
Mobile Landing Page Re-design | Personal Case Study
Role:
Mobile Landing Page Re-design
2022
Client:
Cult Fit
Redesigned using Cult.Fit’s incredible design system, Aurora.
Overview
As part of a personal project, I re-designed the mobile landing page for Cult.fit to optimize user experience and improve conversion rates. The redesign focused on enhancing visual appeal, improving content organization, and simplifying navigation. By prioritizing key services and call-to-action elements, the goal was to create a more engaging and seamless mobile experience that drives user interaction and membership sign-ups.
Initial impressions
When I first heard about Cult.Fit's offerings, I was genuinely interested and eager to try them out. However, my initial experience with the mobile app left me feeling somewhat disoriented. The sheer volume of information, promotions, and offers presented all at once gave me the impression of navigating a maze.
As I continued exploring the app, I discovered the value in the many services Cult.Fit provides. Yet, finding these features wasn't as intuitive as I had hoped. With long scrolls and promotional banners on nearly every screen, I couldn't help but wonder if others might share my preference for a more minimalist, streamlined version of the app. A simplified interface could potentially enhance the experience for users like me who prioritize ease of use over an abundance of options.
That said, Cult.Fit’s design system and in-app marketing are impressive. However, there could be drawbacks for users who prefer a simpler experience. Many people might just want to open the app, complete their intended task, and move on without feeling overwhelmed by information. This is where I believe the interface could pose a challenge.
Cult.Fit, as a comprehensive platform for health and fitness, offers a wide array of features and services. While it provides extensive functionality, the user interface could be more streamlined with clearer separation and a more defined hierarchy between sections and screens, enhancing overall usability.
Indentified Pain Points
Understanding Services
Having a one stop destination to understand and access everything that Cult.fit has to offer.
Information Overload
Lengthy scrolls and promotional banners; finding a way to simplify the experience and flow of information.
Tracking Records
Having to not go deep into the application to access information on user’s daily progress.
The Research
Phase 1: Understanding Cult.Fit
Cult.Fit offers variety of services ranging from booking classes, ordering healthy food, lab tests, therapy to so much more; and they are known to use multiple naming strategies to define the same program, for example: Cult.transform, a weight loss program, hence, they use 'transform' and 'weight loss' interchangeabley. Similarly, say, if you are looking for a diabetes program, you’ll either find it as sugar.fit or under diabetes reversal.
Naturally, next step was to understand exactly what all Cult.Fit offers, Below are the findings.
1.
Workouts
Booking Cult Classes
Live Classes
Gym Facilities
User Profile
2.
Cult.Care
Lab Tests
Order Vitamins
3.
Mind.Fit
Therapy
Couples Therapy
Support Groups
Psychiatry Support
Meditation
4.
Eat.Fit
Order Healthy Food
Healthy Recipies
Consult a Nutrionist
Whole.Fit Program for Packaged Health Foods and Groceries
5.
Cult.Transform
Weight Loss Program
6.
Ultra.Fit
Training Program with Glucose Monitoring
7.
Sugar.Fit
Diabetes Reversal Program
8.
Cult.Store
Nutrition, Apparel, Equipments, Treadmills, Bicycles, etc.
9.
Fit.Edit
Different editorial segments:
.FIT way (audio/reading material)
Musi-Cult (workout format based on music genre)
Five minute workout segment
People of Cult
Cult Icons
Surprise Recipies such as healthy deserts, etc.
Phase 2: User Survey
To understand the user perspective and their experience with the app better, a survey was hence, circulated. 26 respondents answered the questions. Following are the insights:
61.5%
Believe that the length of the pages can be reduced to decrease the long scroll
53.8%
Were not familiar with all the services that Cult.fit offers such as diabetes reversal, lab tests, etc.
44.4%
Believe there are too many offers to choose from
73.1%
Never visits the testimonial section on the main screen
What do you think can be improved?
“UI entirely. There’s no easy navigation currently”
~ Muskan
“To be able to navigate through tabs easily”
~ Rahul
“It's like a book. Too much details, too many navigations, long scrolls.”
~ Vagisha
“A monthly summary of calories burned”
~ Pravesh
“I didnt understand what the passes were for, even though they occupy the top of page; I would prefer them telling exactly what they offer on the programs then having aspirational messages...”
~ Bharatan
"Navigation"
~ Simran
“Navigation between different services and especially the navigation to the service I use the most”
~ Rashika
“It should have the same quality when downloaded from app stores/play stores outside India”
~ Pratyush
“The main page is too long to scroll, more tabs can be introduced or a menu where the user can choose what s/he wants to see.”
~ Divyansh
“App more towards User profile”
~ Kishlaya
“Interface”
~ Ashutosh
The Solution
