The Approach That I Followed

To complete the project I followed the Jesse James Garrett’s method knows as the Elements of User Experience. This method allowed us to cut through the complexity of user-centred design. W e decided to use this method as gave us the big picture of the user experience development, from strategy and requirements to information architecture and visual design.

Research

I began by exploring the broader fitness and wellness landscape, focusing on both traditional Pilates studios and modern digital platforms. I aimed to understand how users discover, evaluate, and book classes—especially in a world where convenience and accessibility are key.

My main goal was to explore how a Pilates website could support users with varying experience levels and schedules by offering a simple, calming, and informative experience. I wanted to learn how digital platforms can make it easier for users to find the right class, understand the benefits, and confidently book sessions that align with their wellness goals.

Competitive Analysis

By conducting a competitive analysis of modern Pilates studios and wellness platforms, I discovered the following:

• All the studios offered online booking and promoted group and one-to-one sessions, with some including on-demand or live-streamed classes.
• Only two had fully responsive websites that worked smoothly across desktop, tablet, and mobile.
• Many sites lacked clear class descriptions or schedules, making it harder for users to understand what to expect or choose the right class.
• Visual branding and tone varied widely — some felt clinical, while others lacked the calming and balanced feel expected from a wellness-focused experience.

These findings helped me identify standard features users expect, as well as gaps — like lack of clarity, mobile optimization, and brand cohesion — that presented opportunities to elevate the Pilates by Amy experience.

User Interview

From my initial research, it became clear that modern wellness experiences go beyond just attending a class — they’re about providing ease, motivation, and flexibility in people’s busy lives. To gain deeper insights, I conducted user interviews with both newcomers and experienced Pilates practitioners.

My goal was to understand their routines, challenges, and expectations — especially how they incorporate fitness into their schedules while balancing work, family, and self-care. Many expressed a need for quick access to class information, flexible booking options, and supportive features that make it easier to stay consistent without feeling overwhelmed.

Affinity Mapping Sessions

I began with the first stage of the design process — focusing on building an empathetic understanding of the users and their needs. To do this, I explored a range of research methods to uncover meaningful insights about how people discover, book, and engage with Pilates classes. These findings helped shape and guide my design decisions throughout the project.

User Personas & Journey Maps

Below are the two proto personas–and their overlapping goals, motivations, needs, and pain points.

Problem Statement

After synthesizing insights from my research and user interviews, I identified a key opportunity for the Pilates by Amy website: 
 - helping beginners like Jessica confidently discover and book the right classes for their level and goals. This understanding shaped the core problem statement and informed each design decision moving forward.

Design Principles

My research insights helped me determine that the solution should deliver the following key benefits for users.

Context Scenario

Jessica, a 28-year-old marketing assistant, has been feeling stressed and experiencing lower back pain from long hours at her desk job. She’s heard that Pilates might help with her posture and stress levels.

On a quiet Sunday evening, she takes out her tablet and searches for beginner-friendly Pilates classes near her apartment. She finds a website for “Pilates by Amy” and wants to check if there are classes suitable for her work schedule. She also looks for information about what to bring, how hard the classes are, and whether it's okay to attend as a complete beginner. Once she feels reassured, she books her first class and adds it to her calendar.

Types of Research methods I Performed

This is where it all started. I needed to define what I wanted to achieve with the product, understand the users’ needs, and figure out the best way to approach the project. To do this, I carried out several types of research to guide my direction.

Typography

Inter is a variable sans serif typeface created by Rasmus Andersson. Whether used at large or small sizes, Inter maintains great readability. Features a tall x-height to aid in readability of mixed-case and lower-case text. Not only does this make it easier to differentiate between upper and lowercase letters, but it also helps to create space between lines of text. This gives each line room to breathe, even at squint-inducing sizes.

Low-Fidelity Wireframes

I wanted to visualize the user experience when interacting with the website. By creating wireframes, I was able to define the layout and structure without focusing too much on visual details. This approach helped me explore different ideas, solve layout challenges, and iterate quickly without getting caught up in the finer design elements too early.

Low-Fidelity Wireframes