FORTH launched with a focus on performance socks but soon realised that it was the fitness classes that they were using to market their socks that consistently engaged their audience. The company made the pivot towards fitness classes as their primary offering with it now generating roughly 90% of their revenue.
Most visitors arrived on FORTH’s site with clear intent, driven by direct CTAs from social media. However, the website no longer reflected FORTH’s evolving offer or brand direction, leading to confusion. Poor product positioning, inconsistent navigation, and low-context pages created unnecessary friction, while broken links and dead ends blocked the path to purchase. High-intent traffic was being lost.
To create a more intuitive, content-led navigation model, I applied the ORCA process to identify and define key content objects, such as “Class,” which became the foundation of the site’s structure. This allowed me to design modular components that surfaced relevant content to guide users toward action. With a small internal team and no in-house developers, I prioritised reusable patterns that worked seamlessly with Shopify’s theme editor. The result was a flexible site architecture that was quicker to implement, easier to maintain, and better aligned with how users explore FORTH’s offering.
Every design decision was shaped by what users needed and what the business could realistically support. From restructured booking flows to scalable component systems, the final UI brings clarity to the offering while staying flexible within the Shopify framework.
To address early confusion around what FORTH offered and who it was for, I introduced a prominent “About” slide that clearly articulated the brand’s story, mission, and offerings. Paired with visuals and direct links to booking, this clarified FORTH’s purpose whilst creating a clear pathway to conversion.
Designed around modular components using JSON schema, the site’s sections were built to be easily updated or extended by the internal team. For example, I built flexible class card variants tailored to different stages of the user journey: discovery vs decision-making mode.
With most users arriving from Instagram, I ensured that important content and actions were easy to scan, tap, and navigate on small screens.
To improve trust and reduce drop-off during booking, I designed context-setting elements around the LegitFit redirect.
New private booking forms replaced scattered DMs and emails with a streamlined, centralised system, making it easier to manage enquiries and set expectations. This aligned with the business’s growing demand for private sessions.
To build brand recognition and trust, it was essential to create visual consistency across the user journey. This included social content and emails as well as the website. I extended FORTH’s aesthetic across all key touchpoints, ensuring typography, colour, and visual tone worked together to form a cohesive experience.
