Impacting a huge pre-sales for the europe's largest fitness brand Freeletics
User Experience
User Interface
Research
Concepts
Mobile
Web
eComm
Design Mgmnt
Time line
Sep '21 - Nov '22
Team
1 Designer (Myself), 3 Developers,
2 Marketeers,
1 Business Analyst.
Stædium is a subsidiary brand of Europe's largest fitness brand, Freeletics. They are one of the pioneers in the fitness industry, gearing up for the launch of their new fitness products moving from digital platform to selling real time fitness products under Stædium.
outcomes
500+
No of orders placed pre-launch
Our approach, executed through design, led to significant advance purchase revenues.
$500K
Revenue in Pre sales
The overall pre-order sales gave brand a great start, the numbers were unexpected.
+70%
Conversion Rates
The website boasted a fantastic conversion ratio, with minimal instances of bounce rates.
my role
I led the end-to-end UI/UX design for this initiative, handling everything from research and competitive benchmarking to the user experience strategy and design. As the sole designer on the project, I was responsible for:
Our mission
BUSINESS GOALS
Create a compelling and enjoyable experience that reflects the unique Stædium training style
Drive conversions through an intuitive shopping flow and clear communication
Strategize and create impact through design that connects with target user
Differentiate the brand through unique visuals and immersive user experience.
Challenges faced
01
Cultural diversity & Localization
Europe has a diverse range of cultures, languages, and preferences, making it challenging to create a design that resonates universally across different regions. Adapting the website for multiple languages and regional variations, including currency, measurement units, and local regulations, is crucial for a seamless user experience.
02
Brand Differentiation
The fitness market is highly competitive, so the design must effectively communicate the brand's unique identity while standing out among numerous other fitness brands.
03
Collaboration is the key
Here I was supposed to collaborate with teams from 2 different time zones. I had to get in touch with the stake holders, marketing and content team from European time zone and as well with developers from Indian time zone.
04
Short timeframe
Being an alone designer, getting this done in a shorter frame of time is not an easier task. The actual time frame given for design was not more than 3 weeks.
05
Secondary research & competitive analysis
To do a clear secondary research about the fitness brand and its product and also to conduct a competitive analysis.
end users
Research goals
Understand how leading fitness brands structure their eCommerce experiences.
Identify trends, strengths, and gaps in competitor offerings.
Extract inspiration for crafting a brand-forward and conversion-friendly experience.
Uncover experiential cues that could help Stædium differentiate itself.
Competetor Analysis
KEY TAKEAWAYS
01
Clarity + Immersion
Like Tonal and Mirror, your product needs to be clearly explained through rich visuals and interactive elements — especially because it’s unfamiliar to many users.
02
Streamlined Checkout
Tempo and Mirror succeeded by reducing distractions and guiding users from curiosity to conversion through concise flows.
03
Community & Motivation
Take cues from Peloton’s UX — highlight community support or gamified engagement to build long-term loyalty.
04
Mobile Optimization
Competitors were already investing heavily in mobile-first flows; ensure the Stædium experience is just as smooth on mobile.
05
Emotion over specs
Humanize the brand by showing real-life impact
ideation goals
Translate research and brand vision into impactful UX concepts
Create a differentiated digital experience within a competitive fitness market
Establish user trust, emotional resonance, and frictionless buying journeys
Strategize for visibility, adoption, and pre-launch momentum
Design Strategy Themes
Story-First Experience
Shift from just “showing products” to building an emotional story of transformation, strength, and community.
Trust Through People
Showcase real users, ambassadors, and testimonials to reduce perceived risk and humanize the brand.
Visual Boldness + Consistency
A bold, cinematic look using dark themes, modular grids, and high-contrast typography to reflect strength and premium positioning.
Conversion Through Clarity
Every interaction from homepage to checkout was optimized to feel smooth, intuitive, and aligned with user goals.
Key Objectives
Create a clear, scalable structure that guides users from awareness to purchase.
Balance storytelling with commerce making sure the brand, product, and value come through in every section.
Simplify access to dense product information without overwhelming users.
Design for both desktop and mobile navigation needs
KEY CONSIDERATIONS
Users needed to understand the product quickly including specs, benefits, and use cases.
The product page would carry a high content load, requiring a modular, progressive disclosure structure.
The site needed to support early community and brand-building efforts not just sales.
Navigation had to be minimal but intentional, ensuring speed and simplicity.
Outcome
Strategic Pre-Launch Pricing Mechanism
Implemented a dynamic pricing model that increased gradually leading up to launch, with the final price set at $1999. Created a landing experience with countdowns, urgency cues, and lead collection. This approach turned pricing into a psychological driver for action.
Outcome: Thousands of pre-orders were secured before launch, validating the product’s desirability and proving early traction.
Simplified Yet Powerful Product Page
Prioritized the product detail page experience, knowing it had to carry dense information without overwhelming the user. Used expandable sections, quick-scan highlights, visual feature callouts, and comparison grids. Included modules for FAQs, testimonials, compatible accessories, and tech specs all arranged for progressive disclosure.
Outcome: Users could quickly absorb key benefits, reducing cognitive load and decision fatigue.
Building Trust
Integrated authentic testimonials from early users and athletes to build emotional credibility and reduce hesitation. Highlighted the legacy and authority of Freeletics Europe’s leading fitness brand as the foundation behind Stædium. Positioned Stædium not as a new brand, but as a trusted evolution of an already well-established fitness ecosystem.
Outcome: Helped users trust the product early by leveraging real voices and the strong reputation of Freeletics.
User Motivation Through Emotional & Behavioral Design
To encourage users to take action especially during the pre-launch phase I strategically designed moments of motivation and momentum throughout the experience.
Outcome: Increased emotional connection, stronger user intent, and a higher likelihood of conversions and pre-orders.
Reusable Multi-Use Components for Scalable Design
To maintain consistency, speed up development, and ensure scalability, I implemented a set of reusable, multi-use components across the platform. These included cards, banners, testimonial blocks, icon-label rows, CTAs, and more designed to flexibly adapt across various pages and devices.
Outcome: Faster design iterations, smoother handoffs to development, and a scalable foundation for future product pages and content expansion.
Mobile-First Navigation & Conversion Path
Crafted gesture-friendly navigation with sticky CTAs and thumb-friendly interactions. Streamlined the checkout process with minimal distractions, persistent cart access, and smart defaults. Optimized every interaction flow for speed and simplicity across screen sizes.
Outcome: Improved usability for the core mobile-first audience, increasing the likelihood of completing purchases.
Strategic UX = Business Impact:
Designing with a blend of brand vision, market psychology, and user behavior directly influenced measurable outcomes especially during a pre-launch phase.
Storytelling is a Conversion Tool:
A product is more than specs. Designing a visual and emotional narrative around it can elevate it into an experience that resonates with people.
Less Can Be More (When Structured Right):
Especially with dense content, progressive disclosure and visual hierarchy helped users absorb key details without feeling overwhelmed.
Working with Constraints Enhances Creativity:
With limited user research and tight timelines, leveraging competitive analysis, system thinking, and sharp UX intuition helped deliver a strong design solution.
Watch the full product launch
