WEBSITE REDESIGN
Redesigning a training website for easier booking
BodybyEr is a personal training brand run by Erin Rosenberg. While Erin grew her business through Instagram, her outdated website failed to convert key demographics—older adults and fitness newcomers—into clients.
Role
UX/ UI Designer
Timeline
3 weeks
Tools
Figma
Methods
User Research, Logo Design, Branding, Wireframing, Prototyping
The Challenge
Turn website drop-offs into confident bookings
The original BodybyEr site was dense with text, lacked pricing and calendar availability, and offered no direct booking functionality — leading to overwhelm, distrust, and friction for users. Her target demographic, of older adults and fitness beginners, especially suffered from content overload and unclear next steps.
“If I’m paying this much for a session, the website experience should match.”
Research
Understanding user pain points and goals
I interviewed 6 participants who had worked with personal trainers in the past. The goals of the interviews were to understand how users found, assessed, and ultimately chose their trainer.
Here's what I learned:
Users want authentic signals of personality— testimonials, stories, before/after photos. This helped them imagine their own potential outcomes.
Transparency is non-negotiable— pricing, availability, and booking tools build confidence. If these elements were missing from a site, users were less likely to book.
The website reflects the service — users judged professionalism by the online experience.
How might we transform the website into a clear trustworthy, and frictionless booking experience?
Design Strategy
Enabling discovery through a more streamlined UI
By mapping the journey from discovery → evaluation → booking, I identified decision points where users dropped off. The redesign prioritized breaking down content into digestible pages (e.g. About, Pricing, Booking) to support user decision-making and reduce cognitive load.
Design Execution
Addressing Usability Gaps
To improve scanability and overall readability, one key decision was to break up the original site’s text-heavy layout. This was achieved by editing down the content and distributing it across clearly defined pages: Home, Pricing, About, Contact, and include a Booking feature in-app.
UI Kit
Establishing a principle design system
The color palette was refreshed to feel more youthful and approachable while still retaining the familiar blue hue from Erin’s original website. To better reflect her warm, bubbly personality, I introduced a cheerful yellow to evoke feelings of positivity, friendliness, and energy.
High Fidelity Wireframes
Supporting Faster Discovery
The new site layout reduces overwhelm through better scannability and legibility which is critical for prospective clients—especially older users.
To maintain the tone and personality, I re-used copy from the original website, which helped reinforce Erin's brand identity and reflect who she is as a trainer. I also shortened client testimonials and scattered them across the Home and Booking pages to create a more digestible experience.
Two essential features were added to Erin's website: a dedicated Pricing page and an integrated Booking form. These were designed to make Erin’s services feel more accessible, trustworthy, and easier to engage with. Information is now easier to find, and supports users throughout their decision-making journey.
Final Thoughts
Final Thoughts
This project helped me to quickly evaluate an existing site and recommend clear, accessible improvements. The biggest design challenge was mapping user flows and finalizing typographic decisions, but I enjoyed exploring visual elements that contributed to the brand’s identity. Time constraints meant leaving out features like a return user login, but this helped me learn to prioritize for MVP.
For potential future improvements, I'd implement a return-client login, and optimize the website for mobile responsiveness.
