Everyone Needs A Little User-Centered Design
Richard Simmons has a decades-old, personality-focused consumer brand - and legions of very loyal fans with specific expectations. When it came to his website, he had to balance rendering his brand and these expectations against specific business objectives - i.e., an interactive revenue model based on both subscription and e-commerce. However, at the time he approached Catalyst, the "look-and-feel" of the site was overwhelming people's ability to actually use it and his ability to drive subscriptions and merchandise effectively.

Services Provided

User Interface Design, Expert Evaluation, Audience Profiling

Methodology/Solution
Catalyst conducted an extensive expert evaluation of the site and also profiled key audiences in order to divine how best to prioritize the needs of Richard's brand and his site. In particular, we focused on distinctions between commerce and community, and on Richard himself as a shared pathway between the two. Following this analysis and additional information architecture, we provided user-interface design specifications that provided for a more functional site that nevertheless still could support a graphic approach consistent with Richard and his devotees' exuberance.

Benefits

• Significantly improved navigation and clear site functionality - separating the store from the subscription-based "Clubhouse" community

• A cleaner homepage design

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