LIFE FITNESS
Unifying a Brand
Technically defined, an API, or application program interface, is a set of routines, protocols, and tools for building software applications. In laymen’s terms, an API is what allows servers to speak to one another. For the developer of a 3rd party workout app, an API is what enables them to make their product speak to Life Fitness equipment. Pretty important stuff, but the Life Fitness developer API site was in urgent need of an overhaul.
Personas
Because API’s can be a murky subject even for the tech-minded, it was crucial to identify the types of people who would be using the site. Understanding their goals, motivations, and pain points helped us tailor the experience to their needs. We created the following personas to help guide our user flows.
Gil the CEO
- Wants to increase profits
- Has trouble finding great B2B partnerships
Crystal the PM
- Wants to get more done in less time
- Prefers face-to-face communication
- Motivated by growth
Jack the Developer
- Extroverted
- Money-motivated
- Thinks his code rocks
- Loves a challenge
Custom-made graphics add visual appeal and extend the brand across the experience.
Mapping the Experience
There are three different ways to view the site: as a public user, as a logged-in user, and as a logged-in user who is also a Life Fitness partner. The sitemap helped us define which content would be available to each user type and the protocol for signing up as a new user and logging in.
Defining Styles
One of our most important goals was designing a site consistent with the Life Fitness brand. The old site did not have the look or feel of a Life Fitness digital experience. As such, our task was to extend the brand guidelines across the API site and define new styles where necessary.
Custom-made graphics add visual appeal and extend the brand across the experience.
Results
With its clean layouts, on-brand visuals and messaging, and completely revamped site navigation, the new Developer API site is a fitting addition to the Life Fitness family of products. The ever increasing integration of fitness apps with gym equipment means that Life Fitness is ideally positioned to grow with technological trends and meet the demands of third party developers.
