Throwing a crossfit competition has never been easier.
Overview
Throwdowns makes creating a top-notch fitness competition dead simple. Create an event, define competition categories, and customize your event page's look and feel. I was approached by Throwdowns in 2014 to enhance their marketing efforts and improve the usability of their product.
Role
- UI / UX Design
- Copywriting
- Digital Marketing
- Front-end Engineering
Discovering
I worked directly with the founder, Matthew Russell, to learn about the fast growing competitive athletic event market. As a competitive athlete himself, Matt played a fundamental role in shaping my understanding of the needs of his users. I interviewed him on multiple occasions to gain the insights necessary to improve his marketing efforts and product usability.
Defining
I gained an understanding of the personas we were designing for, and became intimate with existing set of features in the app. I began creating low fidelity wireframes to improve critical touchpoints in the user experience.
Developing
I designed high fidelity mockups, and developed the front-end of the application with Django, and developed a custom WordPress theme for the marketing site.
Delivering
We utilized A/B testing to measure the efficacy of our visual and microcopy decisions. Throughout the product lifecycle, we made continuous improvements to the marketing and product design efforts. Subsequently, a redesign and refactor of the product grew the user base significantly; the success of our efforts ultimately enabled Matt to focus on Throwdowns full time.