Bring a highly personalised and adaptable experience to one of the countries leading fitness brands.

Credit: Feed


Virgin Active


Virgin Active are one of the leading names for health and fitness in the UK. Together, we wanted to encourage prospective users to research clubs and memberships with the end goal of visiting their local club to join and also give members easy access to popular actions such as booking classes, club info and guest passes.

Working as lead designer along side the Creative Director and strategists, we aimed to improve the customer journey by pushing users to key actions and giving prospects and members an in-club immersive experience as soon as they visit the home page, leaving them with the impression that Virgin Active is a premium, exclusive lifestyle club.

Our initial research began by visiting clubs as new prospects and as active members. We then analysed key data and created personas and user journeys. From this we created low fidelity wireframes. Modules featuring cinemagraphic treatments on the homepage and club page brought the experience to life.


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