Fittr

Client

Fittr 

(previously S.Q.U.A.T.S)

About

Fittr is an online fitness and nutrition community. A one-stop solution for all health & fitness guidance and related needs. It educates through a free range of diet & training tools, and a community of fitness experts & enthusiasts.

Services

Brand Identity & User Experience

Scientific approach to fitness

Fittr is celebrated as a no-judgement & inclusive online community for anyone to get started with their fitness goals. They started off with a distinct identity, yet that no longer holds true to what they became today. That’s where Lights Out Studio came in to start with - A New Brand Identity plus Understanding the Users better to plan the new web & app redesign.

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Fittr
image which has mentioned fittr and F logo Loop Image 1

Fitness for all

User research revealed that users miss out on what all Fittr has to offer. This affects planning the product roadmap to Acquisition & Conversion strategy. Why’s the user coming - Is it the Community? Coaches? Food recipes?

So we got onto tackling the website acquisition first, making sure there’s pre-sign-up clarity in what users are looking for, and creating a funnel personalized to them to lead to activation & conversion.

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Fittr
Fittr
Fittr
Webpage showcasing of two smiling coaches. Headline about fitness support, client transformations below. Emphasizes community and positive change Loop Image 1
Webpage showcasing fitness coaches with a central image of two smiling coaches. Headline about fitness support, client transformations below. Emphasizes community and positive change Loop Image 2
Infographic titled 'The FITTR way' showing a three-step process with arrows: 1) Assess nutritional habits, 2) Customized coach guidance, 3) Personalized nutrition and fitness plans. Below are testimonials with three before-and-after photos showcasing fitness transformations Loop Image 3

Get YOUR coach

Mobile app is the primary presence. But should the user wait to get full value of Fittr only after installing the app?

Since 87% of the traffic is mobile web, we targeted Activating the users right from the website with 
Get a Coach CTA, finding the coach being the primary revenue model.

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Fittr
Fittr
Fittr
Fitness app interface displaying a desktop and mobile version. Headline reads 'Your perfect coach is just a few taps away.' Three sections: Fitness & Nutrition, Personal Training, and Injury Rehabilitation with images of trainers Loop Image 1
Three web screens on a dark background show steps to find a personal coach. They include inquiries about preferences, medical conditions, and coach recommendations Loop Image 2
Two web page mockups display a fitness and nutrition coach selection interface. Both versions feature search bars and coach profile cards with icons Loop Image 3

Intuitive pricing page design

We got onto the next key area, a conversion focused design - Web + In app Pricing page to subscribe for Coaches.

And for this we iterated not just on the layout but on the psychological play that goes behind their decision making - Price Perception, Price Anchoring, Power of Suggestion and Avoiding Extremes.

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Fittr
Fittr
A fitness coach profile on a website shows two images of a man flexing muscles, showcasing his transformation. The tone conveys motivation and achievement Loop Image 1
Responsive website design displayed on tablet and smartphone screens, showcasing pricing plans and fitness packages with transformation images below Loop Image 2
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