Tyler Dantuma
 

Modernizing Martial Arts

THE PROBLEM

The American Kyuki-Do Federation is a national collection of martial arts schools teaching a variety of styles to thousands of students. They were looking for a way to engage with customers and bring their business into the 21st century.

THE SOLUTION

I participated in a collaborative project to create a cohesive web page and app through a challenging crossroads of marketing, design, and user experience.

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1. Research

2. Core Needs

3. User Flow

4. Prototype

THE PROCESS

The first step is to research the people we're designing for, as well as the values of the business. We take those personas and establish their needs, which informs the user flow. Once we work out a design that satisfies the needs, we sketch a wireframe the app and a hi-fi concept for the user interface.

 

COMPETITIVE ANALYSIS

 
 
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DRIVING QUESTIONS

  • How do they distribute their products/services?
  • What are the characteristics and needs of their ideal customers?
  • What are their differentiating features?
  • What do their customers like about their business?
  • What marketing strategies have they employed in the past?
  • How is their service better/worse than ours?
  • What do they offer their customers?
  • What do their customers struggle with?
 
 

FLEXIBLE FITNESS

CLASSPASS

 

MULTI-STUDIO FITNESS

FITRESERVE

 
 

MARKET RESEARCH

ONSITE INVESTIGATIONS

One of the benefits of a physical location for the business is a user base actively engaging with the brand. I conducted on-site research at two different schools in the Chicagoland area. We created a sweepstakes for the students to enter to win a free month of classes for participating in the research.

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ANALYZING AND USING DATA

Once the data from the onsite research was organized, I began creating personas to represent the largest categories of users. Developing personas allows us to step outside of ourselves and identify the users we're interacting with, highlighting their needs, experiences, behaviors, and goals.

What do you enjoy most about the AKF?

 
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Lynne Norris

"I want to give my children a safe environment that enriches values, but with three kids, it's hard to keep up with all of the after school activities."

  • Juggles three children with busy schedules

  • Wants her children to grow in confidence and discipline

  • Difficulty in getting children to go to classes

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Helen Jacobs

"I want to get involved with an active lifestyle, but my schoolwork takes a lot of time, my budget is tight, and my work schedule changes weekly."

  • Works unpredictable hours week to week

  • Thrives in environments where she can socialize and share memories with friends

  • Participates in a wide range of new experiences

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Byron Ellis

"I want to push myself and be a part of a community of like-minded individuals."

  • Motivated by competition

  • Strives for physical fitness

  • Interested in advanced classes and training methods

  • Studied various martial arts for the past decade

  • Enjoys attending boxing matches or going out to bars with friends

 
 

ESTABLISHING NEEDS

WHAT MATTERS TO OUR USERS?

The next step was to recognize different desires each person had for the brand. These were placed inside of a Venn diagram based on common interests.

This informs the most valuable functions for the design of the app. Designing the app around the core needs of the users ensures that essential content is priority, and establishes that the tool will compliment and enrich the user experience.

User needs exploration

 
 
 
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CORE FUNCTIONS

 
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Class schedules should be centralized and readily available through the use of a mobile app.

 
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Students could save money on classes, gear, and the snack shop through exclusive discounts and promotions through an app.

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Through an autopay system and push notifications, students could handle their billing electronically on mobile.

 
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Community events could be hosted, managed, and scheduled through a system that every student has in their pocket.

 
 
 

User flow exercise

MAPPING THE INTERACTIONS

USER FLOW

It was important to feature the interactions for core needs on the home screen. From there, additional stories were developed into different branches of the app design, each serving to satisfy one of the needs identified earlier.

 
 
 
 
 
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Working with our hands

WIREFRAMING

The class schedule page was one of the main features of the app, so it was important to fully explore different ideas and approaches to solve the user's needs. Shown below are a handful of different avenues that were considered for the design.

 
 

Final wirerame

 

CLASS SCHEDULE PAGE

  • There was a distinct exploration for a single page view versus a curated experience shown in sketches 5 and 6, but it was found too repetitive.
  • The full calendar look was appealing because students tended to focus on a whole week or the next week of classes, rather than an individual day.
  • One of the main struggles with the class type sorted view was that users wouldn't be encouraged to explore activities that could take the place of their usual classes.
 
 

Exploratory sketches 1

Exploratory sketches 2

 
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ENDING ON HIGH NOTES

HIGH FIDELITY MOCK

After determining the wireframe for the most essential screen, it was important to show a full-fidelity mock of the style and interface for the app. This would act as a keystone to guide the entire visual appearance of the rest of the app.

 
 
 
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