UI / UX Design & Web Development

Client: Red Dragon Championship Martial Arts

Project Overview:

The parent company is a martial arts school program that oversees a network of  independent franchise locations. They are in the process of rebranding and have initiated their new campaign based off the styling of their Pacific Beach location. Phase I of the project involved writing new web copy and microcopy for the website and emails, along with user testing and Q&A sessions. Phase II is in development, and includes UI/UX Design and UX Writing for a new mobile app interface. (Additional collateral will be included as the project progresses.)

Scope:

  • Improve website microcopy for increased sign-ups and more participation in email list opt-ins
  • Review additional pages / screens for additional improvement textual and visual opportunities
  • Revise email templates and copy with a stronger brand voice/tone

Problem:

  • The clients are targeting a primarily adult customer base, but the prior website and associated marketing assets were outdated and almost exclusively spoke to parents seeking martial arts instruction for teens/kids

Solution:

  • Refine the overall brand aesthetic and re-write content to substantially target a more mature audience, (while remaining inclusive for teens and children)

Research & Discovery:

  • Conducted user testing, interviews and Q & A

Information Architecture:

  • N/A (existing)
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