Virgin Active Site Redesign

Agency: Feed

Role: Creative Director

Whilst I was at Feed we were invited to pitch for the redesign of Virgin Active’s website.

We created 3 routes which were all based around improving the user journey of the site and pushing users to key actions.

We wanted to encourage prospective users to research memberships with the end goal of visiting their local club and also give members easy access to popular actions such as booking classes, club info and guest passes.

Our initial research began by visiting clubs as new prospects and as active members.

We then analysed key data and created personas and user journeys. From this we created low fidelity wireframes.

The designs included below are a selection of pages from the routes.