Discovery

Understanding the context
With limited time and resources, formal research wasn’t possible. Instead, I collected insights through emails, observation at the reception, and free analytics tools.
Clear patterns emerged:
         •   No data-driven learning process in place.
         •   Low online visibility and poor SEO structure.
         •   Inconsistent brand tone and imagery.
         •   No gamified or engaging elements to sustain interest.
         •   Missing guidance for first-time visitors.
These findings shaped the roadmap for improvement.

Benchmarking the landscape
I reviewed nearby studios and wellness competitors to identify strengths and gaps.
The analysis led to a strategic focus on clarity, community, and consistency.

Quick Usability Review
Before introducing new features, I ran a quick heuristic evaluation to understand the experience from a user’s point of view.
The review highlighted both functional and emotional friction points, things that caused small breaks in flow or trust.
These findings gave us a clear list of low-effort, high-impact fixes, the foundation that later allowed the larger redesign to move faster and stay consistent.

Strategy
I built the experience strategy around three guiding principles:
1. Clarity: Make all information easy to find and understand.
2. Consistency: Align tone, visuals, and structure across channels.
3. Connection: Bring the digital and studio experience together as one journey.
This direction guided every design and content decision going forward.

Implementation

Information Architecture
Using the insights from user questions and search analytics, I restructured the website to follow a natural flow, from discovering a class to joining the first session.
This simplified journey reduced confusion and improved discoverability.

Design System
I created a lightweight design system, calm colors, clear typography, and photography that felt genuine and alive.
It worked seamlessly across the website, signage, printed materials, and merchandise, creating a unified experience both online and on-site.

Community & Campaigns
To close the gap between digital curiosity and in-studio connection, we introduced:
         •   Open House days for new visitors
         •   Seasonal gatherings around Earth Day, Jul, and studio anniversaries
         •   Gamified touches, like a world map where yogis pinned their hometowns
         •   Prova På (trial pass) with essentials included, reducing entry barriers

Content Roadmap
Together with instructors, I planned a content strategy that turned the blog and social media into an ongoing learning platform, SEO-optimized articles, short videos, and authentic teacher stories.
This approach improved visibility and made the digital presence feel as warm and human as the studio itself.

Content Roadmap
Together with instructors, I planned a content strategy that turned the blog and social media into an ongoing learning platform, SEO-optimized articles, short videos, and authentic teacher stories.
This approach improved visibility and made the digital presence feel as warm and human as the studio itself.

Results

The redesigned ecosystem connected curiosity with action.People could now easily discover, understand, and join, while the studio team gained a structured, consistent way to communicate their values.
         •   Improved discoverability and retention
         •   Stronger alignment across digital and physical touchpoints
         •   Reduced operational friction for the team
         •   Sustainable framework for continued growth

Reflection

This project reinforced three lessons I carry forward:
         •   Reducing friction often creates more value than adding features.
         •   Everyday observations can reveal deep insights.
         •   Small, consistent improvements can build long-term impact.