Ecommerce
Building Community Through Fitness
I designed a one page, mobile first site for FootFitness that turns their Chicano fitness movement into a digital home, grounded in community interviews, a clear brand story, bold cultural visuals, and a simple path from browsing products to buying through Instagram.
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Turning a Movement into a Homepage
FootFitness is a Chicano fitness brand rooted in pride, resilience, and community. They did not just need a website; they needed a digital home that felt like their culture, energy, and voice. My goal was to create a space that showed their products while also honoring the movement behind them.
Grounding the Experience in Real People
I spoke with 20 people in the FootFitness community to understand what they wanted from the site and how they wanted the brand to feel online. While reviewing competitor sites, I noticed a clear pattern: the features worked, but the visuals and story felt generic. Since FootFitness only sells four products, I designed a simple homepage that puts everything in one place.
Designing a One-Page Shop with a Story
I moved from low fidelity sketches to mid fidelity designs for web and mobile, with a strong focus on mobile since most users visit on their phones. Because FootFitness did not have a defined visual identity, I created a consistent look that reflects Chicano culture and feels cohesive across channels. After testing with 10 users and refining the layout, the final site made products easy to browse, clearly shared the mission, and offered a smooth path to purchase, helping FootFitness feel like a living brand rather than just a product page.
