Duration
10 weeks
Client
CrossFit U1
Services
UI/UX design
Collaboration
Kaylin Noëlla Bartelings
Bringing the energy of a CrossFit community into a website
A complete website redesign for CrossFit U1, the largest CrossFit box in Utrecht. The goal was to translate their strong community, professional coaching, and diverse class offering into a clear, energetic digital experience that informs, motivates, and converts.
Problem
The website felt outdated and failed to reflect the strong community behind CrossFit U1. On top of that, the pricing structure was unclear, making it difficult for visitors to understand the available subscriptions and choose the right option.
Solution
The website was redesigned with a bold, energetic look that reflects the strength and community of CrossFit U1. The new structure highlights community, while a simplified pricing overview makes subscriptions easy to understand and compare.
Bold visuals with purpose
To reflect the intensity and confidence of CrossFit, I chose bold typography and strong colors. These elements create an immediate first impression of strength while still supporting readability and hierarchy. The visual energy draws users in, while the clean layout ensures information remains easy to scan and understand.
Designing for community
The core strength of CrossFit U1 is its community, so the website needed to feel human and energetic rather than transactional. I prioritized real imagery, a personal tone of voice, and clear storytelling to reflect the shared motivation and connection between members. This helped translate the offline atmosphere of the box into a digital experience.
Simplifying subscriptions
The previous subscription structure caused confusion, so clarity became a key UX focus. I redesigned the subscriptions to clearly explain differences and benefits, helping users quickly understand which option fits their goals. This reduces decision friction and supports conversion without overwhelming new visitors.
Scannable class discovery
CrossFit U1 offers a wide range of classes, which needed to be easy to explore. I designed an interactive accordion list that allows users to quickly scan and expand lessons only when relevant. This keeps the interface clean while making the full class offering accessible and approachable.
