Echelon was seeking a website redesign to strengthen their market position and drive higher conversions. Taking a strategic, audience-focused approach, I led the redesign process in close collaboration with their team.

Working alongside their developers, we crafted a modern, user-friendly website that showcases Echelon’s unique value and helps them stand out in a competitive landscape. The result is a polished, conversion-driven site that aligns with their brand and business goals.

Echelon needed a full Shopify website redesign to create a clean and modern site that fits their fun, fitness-focused customer base. Their goal was to create a clean, modern site that not only captured their brand’s fun and energetic vibe but also optimized the user experience and boosted conversions.

We started in Figma, defining the layout and details for the following pages:

Home Page

Membership

Team/Instructors

PDPs (Product Pages for Equipment and Apparel)

Product Comparison

Product Collections

Cart

These mockups laid the groundwork for a cohesive visual identity while providing developers with clear specifications to bring the design to life.

Once the designs were finalized, I worked closely with Echelon’s development team to help complete these updates and get the new website launched.

Let’s take a look at some of the specifics.

One of the key improvements was simplifying site navigation to create a smoother, more intuitive user experience. We designed a new menu that featured product photos and better organized all of the options, making it easier for customers to find exactly what they need.

Additionally, we introduced a product category section strategically placed just below the home page hero and on individual product pages. This feature further enhanced product discoverability, encouraging users to explore Echelon’s wide range of offerings with ease.

Another goal was to increase membership sign-ups and clearly communicate the value of joining. We designed another global section that would be placed in multiple areas of the site that included videos for cycling, rowing, running, strength, and mobility, as well as five core benefits of joining the Echelon community.

On the Membership page, I designed a pricing section to clearly outline the different payment plans available for their Premier membership and FitPass.

The product page needed to communicate a lot of information in a simple way, from payment options to equipment specifications.

From layouts to final touches, I collaborated with the Echelon team to deliver a polished and high-performing site. The result was a user-friendly platform tailored to their audience’s needs, positioning Echelon for stronger engagement and increased conversions.