Baseline Fitness
UX/UI & Web Design
Overview
Role: Junior Software Developer at Limitless Devs
Year: 2024
Designed a fully responsive landing page for Baseline Fitness, applying end-to-end UX principles, from user research to validating design decisions through real user behaviour.
Skillset
- Brand Design
- Website Design
- UX/UI Design
- Front End Development
1
The Challenge
Problem
Baseline Fitness, a brand-new gym in Belmont, WA, had no online presence.
They needed a professional website to launch their business and attract members.
Business Goals
- Attract potential new members online
- Encourage site visitors to sign up for group classes (lowest barrier to entry)
Insights
- Services not clearly communicated
- No brand identity (only a logo + limited colour palette)
- Not accessible colour contrast with black and Khaki colours
- Original colour palette failed WCAG contrast requirements (3.13:1) for normal AA and AAA readable text.
2
Research
Target Audience
Primary: Local adults seeking a reliable, accessible gym
Secondary: Users interested in group fitness and trial classes
Needs
Quickly understand offerings and book with ease
Pain points
Lack of clear info and friction in booking
User Goals
User need: Quickly understand gym offerings
End goal: Book a group class with minimal friction
User Journey
To meet user goals, I designed a single, linear journey that progressively answers these key questions:
What is Baseline Fitness?
|
Who is it for?
|
How do I sign up?
The user journey ends with a clear call-to-action and a custom-styled embedded Mindbody booking widget, allowing users to book their class without leaving the site.
3
The Solution
Design
Building on the existing logo, I developed a complete visual identity that leans into a tough, gritty, high-energy aesthetic.
I used army tones and spray-paint motifs to reflect the gym’s intensity and attitude.
- Created a WCAG-compliant colour palette, including contrast-checked light and dark khaki variations
- Used simplified symbols to quickly communicate available equipment
- Used bold typography and strong visual hierarchy to support user and business goals
- Designed a mobile-first layout to drive conversions
Accessibility
- Embedded Mindbody booking widget
- Custom front-end CSS styling to match brand
- Fully accessible and WCAG-compliant
- Easy, low-friction booking experience for all users
- Mobile-first development ensured usability across all devices
4
Impact & Outcomes
User Behaviour
- Strong user flow: Users followed the intended journey, engaging with key content sections
- High engagement: Majority of users reached the booking section
- Repeat behaviour: The sticky navigation & booking CTA was frequently used by returning users to quickly access class bookings
High Conversion
- Frequent class bookings and contact enquiries
- Clear validation of effective CTA placement
Results
The brand and website I designed for Baseline Fitness were featured in a Belmont Small Business Award–winning submission by Limitless Devs.
Client Impact
The new website became the primary touchpoint for new member enquiries.
