Endeavour is a mens fitness, diet and mental well-being programme developed by 3 experts in their respective fields. The delivery of the product was already underway but they required a website to both educate potential customers and sell their subscription packages.
The site needed to match the tone of their brand identity, sell a monthly plan, sell an annual plan (with a 28 day free trial attached) and collect customer data into their HubSpot CMS and MailChimp databases.
Endeavour is a fairly unique proposition for men. There is no direct competition which meant I needed to look elsewhere to understand the proposition better; so I looked to subscription services.
This was highly effective and helped me create a list of best practice behaviours that was shared by all the subscription services regardless of their market.
With all of this in mind, I was able to carry out task analysis and build an experience map to help identify pain points that could impact on conversion.
The foundations were now starting to settle and allowed me to build customer journeys, site maps, technical specs and begin to map out necessary features to get to an MVP quickly.
Once the UX research was complete, I built a set of wireframes from my learnings and tested and developed until I was satisfied that all bases were covered.
Pages were separated into clearly delineated sections to make information easy to digest. A CTA to purchases punctuated each page regularly without being overbearing and the site hierarchy was intentionally kept simple and flat to help funnel customers to the sign-up page as quickly as possible.
The homepage needed to become the shop window. It needed to tell the potential customer everything they needed to convince them to sign-up.
My first task was to ensure the sign-up button was clear as possible - so I sat it on a sticky nav bar that would follow the customer throughout the site.
To make the information as easy to digest as possible, I used the 'rule of three' to keep the concept as streamlined as possible. This is a theme that runs throughout the site.
The most important challenge to overcome was one of legitimacy. To convince a customer to part with their money on a subscription, it was important that we build trust. This was achieved through a video to showcase quality, introducing the coaches credentials (along with their press exposure) and to include testimonials to build a relatable form of purchase satisfaction.
It was requested that I make the site feel dynamic and so I spoke with the logo designer about the story behind the current static branding.
The logo was made up various glyphs, that once pieced together would spell out 'Endeavour' to signify the building process of the programme.
It became an obvious step for me to take the logo and animate the pieces falling gradually into place, building to the completed design,
The 'Explore' page represented a more in depth view of the programme and would act as additional encouragement and further strengthen the legitimacy of the offering with more robust information.
Each section drops down to reveal a full plan of what you'll learn in each area of the programme along with a video sample of the content. This adds weight to the reality of the product and helps showcase the quality on offer. "Your money is going to something high-quality."
The idea for Endeavour was born out of trying to combat toxic masculinity. So it was important that the message would have a proper space to live within. I wanted to highlight the message so ensured it would punctuate in between the marketing language to keep a good rhythm.
Finally, I decided it important to reiterate the legitimacy that can be earned through press coverage and customer testimonials. These are important and worth repeating.
The client decided that they wanted to use Stripes server-side checkout process, so I needed to pivot from building the subscription plans as part of a checkout process into a product page.
This became a good opportunity to summarise everything a customer would receive as part of signing up to the plan. It also allowed us to offer a free t-shirt as part of the proposal that could be added as part of the product building I did inside Stripe.
I then needed to connect the dots, so that once a purchase has been made, data of the order transfers into Stripe, HubSpot (their central marketing CMS) and MailChimp (to send triggered emails for the onboarding process).