Build & Retainer
Centr
Crafting a seamless user experience between their digital subscriptions and fitness products to support people on their health and wellness journey.
Live Site shop.centr.com
Designed at The Stable, Part of Accenture Song
Services
UI Design
UX Design
Strategy
Team
Lead UX/UI Design — TJ Hari
UX Design — Mark Oxier, Jack Rommety
Strategy — Sarah Nystuen
Project Management – Jason Rosen
Development – Jonathan Ramirez, Luis Rodriguez
Overview
Centr is a fitness app with personalized training from Chris Hemsworth and his team of experts. Centr has custom workouts programs, wholesome meal recipes & expert-led meditations. They are devoted to empowering people to live well by energizing their everyday through movement, meals, and the mind. Centr partnered with our agency to extend their new rebrand to a digital storefront and support launching their first physical products to market.
Challenge
The initial challenge was to extend the Centr rebrand into a Shopify build and communicate to customers how these products will be interwoven into the Centr app experience. The timeline was super short, we had to design the entire site, test, and launch within two months.
I had one week for a stakeholder interview and collaborate with strategy and UX teams. Two weeks to build out a design system and design the entire site. Leaving only a few days to test and QA the site before the deadline. I needed to work quickly and efficiently to leverage Shopify components for their site launch.
Approach
The main stakeholder goal the Centr app and store needed to have a frictionless experience between each other. I organized the product catalog information architecture for a simpler navigation experience. I branded many Shopify components with the new Centr design system.
Centr launched with multiple home gym trainers, I optimized the comparison chart to distinguish the differences and value for each product. To appeal to both new and returning customers Centr offered a free trial upon purchasing fitness equipment. I created free trial callouts for visibility on the product list and detail pages. I added product upsell opportunities for the product detail page and in the mini cart to increase order value.
Results
It was a true sprint to the finish but we did successfully launch the site on time and within budget. Centr now has a framework setup to expand their product offerings and update their navigation as needed in the future. Post launch Centr continued our partnership into a retainer model and I stayed on to provide UX and UI design support. I optimized components overlooked in the build for increased conversions and sales. The site performance along with data and analytics for their eyes only, but Centr continues to release new fitness equipment and remains one of the most popular fitness apps in the industry.
Homepage
We focused on the product line is aligned with the 3 core pillars of the Centr experience, movement, meals, and mind and demonstrating how they are interwoven into the app experience.
Navigation
In designing the navigation, it was quite simple we utilized UX best practices and focused customers to explore the product categories.
Product List Page
With a smaller product list and working within limitations we focused users to visually browse the products and shop by categories.
Product Detail Page
Centr’s team chose a traditional layout for the product detail page but we were able to implement cross sell product functionality increasing total sales.
Mini Cart
The shopify theme natively had cross sell features built into the mini cart and checkout pages. Prime opportunities for increasing average order value.
About Page
Additional Pages
We included instructional workout videos from the Centr app on the product detail pages to further connect the fitness products to the app experience. To avoid confusion of similar products we designed a simple comparison chart to help users distinguish the differences between each product.
UI Kit
The UI Kit organizes a range of elements from type, color, buttons and components across the site. All designed with ADA compliance and developers in mind to make a seamless handoff to build the site.
Results
We successfully redesigned the site and finished development within a tight timeline and budget. After post launch Centr partnered with our agency in a retainer model to continued to provide strategy and site optimizations by implementing additional features for conversions and increased sales.