itness Products Direct was using modified WooCommerce to create a wholesale store, but the user experience wasn't what they wanted. With our Webflow platform we were able to build a beautiful showcase of each product. That was the end of 2018, and the website continued to fulfill what they needed it to do for nearly 3 years, but in 2021, they updated their branding and partnered with Tony Horton. This meant that they needed to change the overall look and aesthetic of their site while streamlining functionality they found to be unnecessary for their day to day user experience. Moreover, this also required us to add eCommerce capabilities to the website for a separate fitness equipment store outside of their catalogue.
It's crucial for the success of a website to recognize the importance of both design and user experience and to constantly strive to optimize the UX while keeping the aesthetic fresh.
Simple navigation in two menus allowing users to search through products easily. We added live filtering for the products within the categories for sub-category options, akin to our other client Autec Power Systems. Additionally, all product information was organized in a way that allowed the client to navigate to their most important information as quickly and seamlessly as possible.
Fitness Products direct needed a product catalog where they could advertise their products but only enable eCommerce for their partner Tony Horton Fitness. This required a private eCommerce store combined with a full public product database of separate items. The design we chose was guided by the equipment itself, as it was the main showcase of this website. The theme of the site is inspired by their existing brand, but with a modern spin. The overall turnaround for this website between two separate development phases was around two months.