Web development

Case study:
The Yoga Network

Client:

The Yoga Network

Project:

Brand design, Website

Work:

Brand design, UX research, IA research and testing, UI & UX design and prototype

The Company:

The Yoga Network is an innovative online business aimed at providing a high quality, extensive range of live streamed and prerecorded yoga classes to its subscribers.

The brief:

To design a simple and engaging user interface that enables members to navigate to their preferred locations and view new content with ease, while also funnelling new users to the subscription channels.

Web development
Web development
The brand

The first stage in developing The Yoga Network brand was to tell a story that could communicate the products message and the company’s objectives. This process begun with rigorous industry research and an in-depth analysis of the key audience demographics. Essentially, what was achieved from this was an understanding of the key audience and industry as one, and what drives and impels this community to seek and participate in online yoga classes. With this knowledge, I was able to tell an engaging story through the brand and its media channels.

Web development
Web development
UX and Information Architecture

To tell The Yoga Network story, the website required a simple-to-use interface which is intelligent enough to guide, direct and engage new and regular visitors to the site. Carefully considering the order and amount of content visible on the landing page ensures that visitors are not confused or overwhelmed with too much detail. Subsequently, they are presented with information that is most relevant and important and with simple ways of finding content that interests them.

Web development
The design

The overall tone of the design is clean and simple but sleek and stylish. As it needs to appeal to larger global-reaching audience, with a mix of age and gender backgrounds, the black and white colour scheme ensures that the brand is not too feminine or playful. The colour scheme also allows for the application of partnering yoga brands to be displayed throughout the site without risk of creating contrast which would have produced an overly complex or busy look. While the colour scheme ensures a clean, simple, and stylish look, the limit of content on the landing page and top level pages ensures a simple user journey and more enjoyable user experience generally.