Tonal Fitness
Tonal is a “smart gym” for at home work-outs revolutionizing fitness through resistance weights, providing access to hundreds of trainer-led classes and personalized workouts. However, the challenge was that their platforms didn’t tell that story.
Rather than redesigning a website, we wanted to reimagine the platform as the beating heart of Tonal’s digital ecosystem. The outcome serving as a powerful expression of the Tonal brand, inspiring and empowering the world to join in shaping the future of fitness.
A powerful brand story that goes beyond a fitness machine.
From the homepage to the nomenclature, we tell a powerful story that communicates the power of Tonal and growth in modern fitness.
Movement through messaging and images
Dynamic visuals, design and copy infused at every touchpoint from athlete empowerment, to coaching, to the training experience.
A buying experience that goes beyond a conversion funnel
We humanized the buying process offering customers ways to explore tonal pre purchase, whilst also communicating the benefits and multiple payment options.
A library of components to grow with the brand
Through robust Research, Strategy and Design we aimed to uncover the following questions to get to the ‘beating heart’
What is the Business Ambition?
Methodology: 12 Stakeholder Interviews
What is the Competitive Opportunity?
Methodology: 20 Competitor Audits + Language Analysis
What is the Current State of the Site?
Methodology: Site Heuristic + 13 User interviews
How is the Brand Represented?
Methodology: Brand Audit
What is the Vision Moving Forward?
Methodology: Experience Brief + Creative Vision
How Can We Optimize for our Users?
Methodology: Architecture, Wireframes and Visual Design
Envisioning the Tonal future
It was clear, Tonal outpaced the competition with their futuristic offering, and their platform needed to communicate that.
We envisioned a platform, where tonal was a household name.
Drive Home the Benefits
Shift our focus from features to benefits and how Tonal will help our users reach their goals
Close the Experience Gap
Bridge the physical and digital experience a user encounters with Tonal; help them feel the magic
Embody a Personal Trainer
Tailor every Tonal touchpoint to feel unique and individualized to each user and their fitness goals
Establish Our Credibility
Differentiate Tonal from the competition by tapping into and relying on our strengths; innovative strength technology and a network of experts and athletes
Make it More Inclusive
Embody inclusivity and modern fitness for our users to feel empowered to reach their full potential
Create Clear Pathways
Remove barriers and simplify the way users wish to discover information along the purchase journey
Wireframing and Prototyping allowed us to explore the best interactions and pathways for customers, leading us to the final product above.
See the full experience, live on Tonal
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