Helix

Project Overview

While at P3 Media, I was tasked with designing a website for Helix Fitness, a fitness equipment brand best known for pioneering lateral elliptical trainers—cardio machines that move the user's legs side-to-side rather than solely front-to-back. This was a full-scale design, from the homepage, product landing page, product pages, as well as add-to-cart functionality and other support pages like a store locator, blog pages, influencer landing page, about us page etc. for both desktop and mobile.

Objective

My objective for this website was to establish Helix Fitness as a premium, highly credible brand in the fitness industry. With some creative freedom, I chose modern UI and prioritized educating users on their proprietary technology. Visually, I wanted to create a clinical aesthetic, with whites and lights greys paired with clean, succinct and organized modules of information to build trust.

Strategy & Design

For the design strategy, I focussed on clear product communication paired with an effortless purchasing experience. I added visual learning tools including muscle-activation diagrams and detailed feature tables to clearly highlight product differentiation. Framed within a light and modern interface with an academic typeface “Garamound”, I aimed to create a responsive layout that provides clear a visual narrative and intuitive navigation, guiding shoppers from initial exploration straight to checkout on any screen size.