At GSL Media I have been working on a project relevant to my learning that has contributed to the knowledge and skills I set out in my learning plan. I needed to support one of our long term client’s China Fleet to enhance user experiences on their website. This UX project at China Fleet led us down a path of discovery and refinement. With the goal to simplify the process of discovering the health club and membership options, ensuring a seamless journey for our users. This blog post acknowledges my workflow including the research process, competitor analysis, and the collaborative benefits of using FigJam, featuring insights from my colleague, Alice.
Research & Competitor Analysis
I began with a comprehensive exploration of the health club landscape by studing the competitors these included St Mellions, St Michaels, and Nuffield Health to understand their approaches and identify industry best practices. This crucial step laid the groundwork for informed decision-making and allowed us to pinpoint areas for improvement within China Fleet’s user journey.
Presenting via FigJam
To translate the research findings into actionable strategies, I used FigJam, a collaborative platform that became the cornerstone of our planning process. Collaborating with my colleague, Alice, on FigJam allowed us to visualise our ideas in real-time, fostering a dynamic and iterative planning environment. The platform’s interactive features facilitated seamless brainstorming, organization of insights, and efficient decision-making. Working closely with Alice proved instrumental in the success of our project. Her unique perspectives and expertise brought a holistic dimension to our analysis and planning sessions. Through FigJam’s collaborative tools, we navigated through ideas, refined our strategies, and ultimately crafted a user journey that prioritised clarity and simplicity. The FigJam board was also benefical as we were able to present the planning to the client. This served as a visual aid to help explain our thinking more successfully.
Wireframes
The in-depth research and meticulous planning undertaken during our UX project at China Fleet played a pivotal role in streamlining the process of conceptualising thoughts and ideas into a tangible wireframe. By identifying pain points, preferences, and successful elements from competitors, we were able to distill our findings into key design considerations.
The wireframing phase became a seamless transition from research and planning to the tangible representation of our envisioned user experience. It served as a visual roadmap, capturing the essence of our strategic decisions and design considerations before venturing into the project’s development phase.
Reflection
The UX journey at China Fleet is a prime example of the effectiveness of cooperative planning, competitive analysis, and strategic research. By using FigJam and working collaboratively with Alice, we’ve set the stage for a refined user experience, making the discovery of China Fleet’s health club and membership options a straightforward and enjoyable process.
| Strengths | Weaknesses |
|---|---|
| – Comprehensive competitor analysis | – Potential limitations in incorporating diverse perspectives |
| – Effective use of FigJam for collaborative planning | – Reliance on technology for ideation and decision-making |
| – Seamless transition from research and planning to wireframing | – Possible oversight of specific user needs during research |
| – Prioritization of clarity and simplicity in user journey design |
| Opportunities | Threats |
|---|---|
| – Incorporate user feedback for iterative design improvements | – Changing industry trends and user preferences could impact design |
| – Extend the use of collaborative tools like FigJam for other projects | – Competitive landscape could evolve, requiring continuous adaptation |
| – Implement A/B testing to validate design decisions | – Client’s preferences and feedback might differ from initial design |
References:
St Mellion Estate (no date) St. Mellion Estate. Available at: https://www.st-mellion.co.uk/en/health-club.html (Accessed: 11 March 2024).
Gym memberships: Health club: St michaels (no date) English. Available at: https://www.stmichaelsresort.com/health-club/membership (Accessed: 11 March 2024).
Aberdeen (no date) Nuffield Health. Available at: https://www.nuffieldhealth.com/gyms/membership (Accessed: 11 March 2024).