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 landed on FORTH’s site with high-intent, coming either directly from a social media CTA or searching directly for the brand. But there was a disconnect. Poor product positioning, confusing navigation, broken links, and low context pages created friction. The intent was there, but the path to action wasn’t. The platform needed to be updated to facilitate action not block it.
Discovery revealed a messy, repetitive journey — with broken links, unclear flows, and no obvious path from interest to action. To address this, I used an Object-Oriented UX (OOUX) approach to define key content objects, like “Class,” which laid the foundation for a flexible, modular design system. With a lean internal team and no in-house developers, I prioritised creating reusable components that could adapt across pages and remain consistent within Shopify’s theme customisation setup. This not only supported faster implementation, but ensured the site could be easily managed post-launch.
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 and energy to the brand — while staying flexible within the Shopify framework. The result is a digital experience that feels bold, intuitive, and unmistakably FORTH.
Designed around modular components using JSON schema, these sections allow the internal team to update or add content as needed, without relying on external design or development support.
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.
Increase number of class bookings
Increase click-through rate on core revenue-generating CTAs
Increase % of returning class attendees
