Weight Club - concept, UX and design

Viktklubb had a website that was colourful and pleasant but was originally created as a campaign page. They wanted help with a new design language that would feel more grown-up and more serious According to their measurements the website did not convert as well as they wanted and we reviewed the UX and interactions The assignment - Redesign the website to be inspiring and appealing with the aim of creating relevance and value for the visitor - Simplify flows to increase conversion - Imagery - Tone and lead copy

In the project we developed information architecture, flow description, interaction design and design. What we made sure to improve when it came to interaction design was primarily how the product was presented — we wanted the user to understand what viktklubb offered and how the service differs from competing products.

We started from Viktklubb's value words "quick, snappy and fast", and ensured that all parts became easy to grasp and simple to understand

We also ensured that all paths to purchasing the service feel relevant and not forced. The content and structure are informative and clear, and the product is presented in a way that gives the user a preview of how it looks and works and how easy it is to use.

The BMI calculator was an important component that, according to user testing, was well used and led to conversion. We made sure the design works excellently across all screen sizes and devices

Collaboration

We had a close collaboration with their product owner as well as their in-house UX designer. We worked in short, efficient sprints where we could set clear goals and deadlines for the parts of the project

Aftonbladet's own developers implemented our design and the collaboration was successful, efficient and stimulating

About Viktklubb

Viktklubb is a digital tool developed in collaboration with the Karolinska Institute as a healthy way to lose weight. Viktklubb is a company in the Schibsted group and has so far helped half a million members adopt a healthier lifestyle

Viktklubb

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