Karate Masters is a North London martial arts association. Having existed for 45+ years it has now seen a decline in success.
The brief was to redesign the existing website and logo, to transform the club and become more appealing to a wider audience.
...the site currently looks like it has been bombarded with information...
...it is too messy
of users struggled to navigate the website
of people would use a mobile device when researching
of people found the logo amateurish
of users questioned the size of the text on a mobile screen
It doesn't look professional...
...I would question if the service is still running.
Having consisted of a survey, with 30 individual participants, alongside competitor research and 4 direct user interviews, a general overview of the current karate masters branding and website was produced.
Users were shown the website on both desktop and mobile browsers. This
process provided enough assurance, that the visual web presence of the site had to change drastically.
The following areas were identified as key takeaways to focus on from the research:
Has to appeal to a wider audience, in order to increase clientele.
Ensuring that it is easy to use (everything must be accessible post a couple of clicks).
Has to look visually impressive with a clear set of brand guidelines.
The final design tries to combine a traditional Japanese feel whilst staying true to modern design principles i.e. choice of fonts, colours and sizes.
A change to the logo has been received well. When using both the new character with bold colours, people were able to identify that this was a non gender or age specific group for martial arts.
...it looks so much more professional...
...it's striking, clean and I know it's a martial arts club
Adapting the website to provide a single scroll has been a successful prevention to customers finding themselves lost through the navigation. This was discovered through simple user testing.
As per the quote below, users found that the website was easy to use on both mobile and desktop. Automatic trust of the establishment was gained from its visual professionalism.