EDGE Online Training User Experience & Content Strategy
EDGE Online Training is the Digital platform for CrossFit Grandview
Edge Online Training was a project I helped to launch during the Covid-19 Pandemic. This website and User Experience required a full content strategy, User Experience research, and execution.
Below shows a glimpse into the notes, strategy sessions, wireframing, and execution that I led.
Key Offers and Calls to Action
It was important to highlight the difference in the offers with Edge Online Training. Utilizing a content block as shown in the upper left image broke down the difference in training options. When the user hovered over, they were able to learn more what each program was at a high level and were encouraged to click through to the the specific landing page.
Maintaining a human element was also a key insight and business goal. Elevating the voices and bios of real coaches and real humans was also critical through the design and implementation of this site.
Social Media Content Strategy
Leveraging the existing CrossFit Grandview brand, the first step to developing the social media strategy for Edge Online Training was to tap into the existing audience, meet them where they were, and establish our key goals and KPIs.
From this strategy, the specific copy and imagery was generated and loading into Hootsuite to be published regularly.
Analytics were reviewed weekly with key insights being defined and changes made iteratively upon launch.