Build
Cubii
Redesigning the Cubii digital presence by connecting the fitness app and subscription program, while offering instructional and educational content.
Live Site cubii.com
Designed at The Stable, Part of Accenture Song
Services
UI Design
UX Design
Strategy
Team
UX/UI Design — TJ Hari, Carmela Ocampo
UX Design — Jay Duarte
Design Lead — Daniel Lurvey
Art Direction – Bethany Schrock
Video & Photography – Joey Hamburger
Overview
With wellness at the forefront of their vision, Cubii believes in making exercise accessible for all, everyone should have an equal opportunity to be healthy. Their under desk ellipticals & workout accessories are designed to have a small footprint but a big impact on their customer’s health and happiness. Cubii approached us when expanding their product line and digital subscriptions into their eCommerce experience.
Challenge
We were faced with rebranding the brand and website while expanding Cubii’s target audience from their older to a younger audience.
My responsibilities included creating a design system by expanding upon the rebrand. Craft a simpler user experience for their older audience. Shaping the visual digital experience to feel inclusive, approachable, and design for accessibility. Create a engaging and simple shopping experience for their new product line. Bring to attention the instructional and educational content of their subscription program and showcase the supportive Cubii community of people staying active. Conducting a through design QA process to ensure our designs are executed successfully on the Magento platform developed by a different agency.
Approach
I created a design system inspired by the under desk elliptical product line incorporating circular and stroked shapes. I extended the rebrand elements into the design to feel inclusive, approachable, and ensured that all the fun colors pass ADA compliance.
I deliberately scaled up the design elements to stand out for the older demographic. I created a simple shoppable components for their new product line also a custom video component to showcase the educational value of the subscription program. Tailoring the digital experience directly to both audiences young and old.
Results
This project has become the benchmark for what our agency strived to achieve with all our clients going forward. Collaborating across departments, we were successfully able to strategize, design, support the launch of the site on the Magento platform. Post launch Cubii was thrilled with the rebrand and execution. They have an increase in new site visitors, online store sessions, and total sales. Cubii continued to work with our agency for additional strategy, photo, and video content.
Design Direction
We paired a variety of circular and rounded shapes with bright colors to feel fun, approachable, and inclusive for all audiences.
Product Detail Page
Product Detail Page
To break the mold of traditional product detail pages we crafted a unique layout incorporating those branded curves and emphasize larger product images for their older target audience.
Product List Page
Product List Page
With a smaller list of elliptical products there was an opportunity to emphasize larger product images and text styles for Cubii’s audience.
Navigation
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Shop
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Learn
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Support
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Main Navigation
We utilized UX best practices to focus users towards the shopping funnel for streamlined experience.
About Pages
Positive Community
Cubii has a strong community of people who support each other everyday and work towards taking care of their health. These about pages showcase the facebook community and how Cubii’s community encourages the positive perspective on finding joy in movement.
UI Kit
The UI Kit organizes a range of elements and components across the site. All designed with ADA compliance and developers in mind to make a effortless handoff to build and update the site.
Results
Collaborating across departments, we were successfully able to strategize, design, support the launch of the site on the Magento platform. Post launch Cubii was thrilled with the rebrand and launch. Since launch they have an increase in new site visitors, online store sessions, and total sales. Cubii continued to work with our agency for additional video, photography, and strategy content. This project was the benchmark for what our agency strived to achieve with all our clients going forward.