// Case studies
Fitness Index store redesign – a faster, clearer shopping experience that converts better
Fitness Index is a well-known, high-traffic online store that ran into serious performance and UX problems after a previous redesign. Our job was to rethink the look and user experience, redesign the buying journey and optimise the WooCommerce system behind it.
UX/UI design
WooCommerce optimisation
Store facelift
Checkout redesign
Product page UX
Product card design
Filter system redesign
Checkout optimisation
AWS server environment
Performance optimisation
Black Friday readiness
// Working together
Our work together
// Fitness Index
Project idea
The client had a long-established, high-traffic but outdated store, which another agency had already tried to modernise. Despite a redesign and new build, the result was extremely slow, the shopping experience didn't support sales, and revenue dropped significantly. So the goal wasn't just a better-looking interface: it was to design and stabilise a store that could again handle heavy traffic, a complex product range and peak campaigns.
// alap design
Our role
We refreshed the existing UI, redesigned the full UX and buying journey, and optimised the store's technical performance. Product cards, product pages, filtering and the basket-to-checkout experience were all rebuilt. The old one-page checkout became a clearer multi-step flow that guides customers from decision to order. We also paid close attention to the large catalogue, varied category queries and server load.
// alap design
Shared strategy
The key was tying the visual refresh directly to how the store works as a business and as a system. Product lists, cards, pages, filters and navigation were rethought to be clearer for shoppers, easier to manage in the admin, and efficient with a large catalogue. As part of the build we set up an AWS server environment optimised for WooCommerce, followed by a full performance optimisation after launch.
// What we did
Key features
Redesigned product cards
Product cards got a clearer, purchase-focused layout so shoppers can decide faster in list views.
Redesigned product pages
Product pages were updated at UX and UI level, so information, benefits, prices and buying options appear in a more logical order.
Smarter filtering
Filtering was rebuilt so relevant products are easier to find, even in a large catalogue.
Multi-step basket and checkout
The standard one-page checkout was replaced with a guided, step-by-step flow that makes ordering clearer.
Intuitive category and brand navigation
With many categories and separate brand pages, we created a new, easier menu and navigation logic.
Campaign-ready store
The store is ready for Black Friday and other peak campaigns, and the client can update campaign elements on their own.
// What we did
Brand identity
This wasn't a full rebrand but a targeted refinement. We kept Fitness Index's visual identity while updating colour rules, component styling and the site's overall digital character. The typeface got special attention: the old font was poor for both readability and performance, so after testing we introduced a faster, cleaner and more usable typographic solution.
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// Case studies
Key website elements
Product card system
Product cards are one of a store's most important decision points, so they got a new structure. The goal: shoppers understand prices, benefits and options at a glance, right in the list view.
Product page structure
The new product page UX helps shoppers take in information faster, with a focus on readability, supporting the buying decision and highlighting what matters.
Basket and checkout flow
Ordering is split into clear steps, so shoppers always know where they are and what details are still needed.
