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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