Back to Work

Denise Austin

LifeFit

UX Lead @ NOMAD 2016-2017

The Ask: To redesign DeniseAustin.com to move away from a workout & meal plan PDF, to a more holistic digital platform for the older generations.

Originally tasked to redesign the old DeniseAustin.com by re-doing the information architecture, our initial stakeholder and user interviews revealed the opportunity to expand Denise Austin's offering beyond just a workout PDF but a constantly evolving, holistic content platform for Gen-X and Baby Boomer women to share stories, achievements, challenges, and motivations.

In this project i led the research and interaction design of the digital platform.

Understanding our Users

Fortunately, Denise Austin has been cultivating a following for many years throughout her career as a fitness idol. Her fan base has grown along with her and with that their needs have shifted.

Baby Boomers

Goals: Find a more holistic friendly solution to fitness, exercise, and overall health.

Although this generation is aging, their approach to health and fitness, their willingness to try something new,  and Denise Austin's name recognition from the 80's and 90's, presented an opportunity to appeal to a segment thats looking for more holistic approaches to wellness make baby boomers a huge opportunity. Through qualitatve interviews as well, we find baby boomers have had a hard time finding workout material appropriate to their age and level of mobility.

Generation X

Goals: Find communities of like-minded individuals facing the same daily challenges around fitness, nutrition, and life challenges

In general, Gen X’ers predominantly consider themselves to be a healthy group, with 87% reporting good, very good or excellent health. They have experienced tech from rotary dial phones through to fingerprint-reading-all-encompassing smart phones. This has made them adaptable and responsive to changes in society.

Provide Female Baby Boomers and Gen X'ers a content platform for fitness, wellness, and nutrition that are focuses on longevity and lifestyle.

In a competitive analysis on the new digital fitness industry, most programs and content are centered around getting the perfect body for female. We wanted to start a different content platform based on the needs of these two forgotten demographics. To do that we focused on two different avenues.

1. Planning a more holistic content strategy approach.

2. Use Denise Austin and technology to reach demographics not experienced with possibilities around personalization and community.

1. Planning a more holistic content strategy approach.

In a competitive analysis on the new digital fitness industry, most programs and content are centered around getting the perfect body for female with lack of customization. We wanted to start a different content platform based on the needs of these two forgotten demographics. To do that we focused on two different avenues.

2. Creating a content portal that contains workouts, nutrition content, and a community section.

Despite our initial instincts around baby boomer and generation x digital habits, when talking with potential users, we found that they were eager to share their experience, help others, and connect with Denise Austin specifially, and through proxy others in the community around their fitness and
wellness journey.

Post Project Reflections

Managing a team responsible for the end to end user experience

This was one of the first projects where i had a hand in managing the team that dealt with the end to end user experience. From acquisition and conversion all the way to bringing product value to the user. Managing has a huge learning curve, and to also provide oversight in multiple different disciplines required a lot of collaboration, long nights, and intent listening to fully able to understand and support the different members of the team.

Working with a Robust Content Strategy

Having been mainly responsible for the interaction design across a number of different projects, Denise Austin & LifeFit allowed me to take more of a hands on approach in crafting the content strategy. From content updates, ideation, public outreach, and community involvement, this project really allowed me to get more in-depth with a discipline that i up until this point, only had experience supporting. This really showed me that content strategy is a full time commitment and although i did enjoy ideating and thinking about the different kinds of content, my main passion point would be in designing the interactions, information architecture, and always focusing on providing the best experience for the user.