Optimizing 27 Hours: Enhancing Awareness for Movement Kraft
A 27-hour hackathon journey that led to 1st Place at Protothon 2024. Three designers—strangers turned teammates—created a winning UX strategy for Fletcher Pilates.
The Hackathon Mantra? Get It Done in Time.
Three Kind Strangers
Who found each other on the internet and formed a team.
Building Familiarity
Creating a website that makes Fletcher Pilates feel approachable.
Establishing Trust
Developing a brand identity that exudes credibility.
Frictionless Booking
Streamlining the journey from discovery to action.
Meet Aditi : The business owner
… as we spoke ( fictionally) , we knew :
So we delivered …
My Contribution:
- Spearheaded UX research
- Extracted key insights
- Developed the brand identity
- Identified the "Aha!" moment.
The Challenge: Making a New Fitness Form Feel Familiar
Our Goal
Create a seamless, trust-building experience
Build Awareness
Establish credibility for Fletcher Pilates
The Problem
Users didn't know enough about Fletcher Pilates
In India, fitness is deeply rooted in yoga, Ayurveda, and high-intensity training. Fletcher Pilates? Practically unheard of.
The Design Strategy: Trust Before Transactions
Storytelling First
We used narrative-driven UX to connect Fletcher Pilates with existing fitness habits.
- Aditi's authentic backstory
- Real testimonials as social proof
- Conversational, jargon-free tone
Comforting Visual Identity
A brand design evoking warmth, confidence, and ease.
- Soft, neutral colors
- Minimalist UI
- Real people, zero stock photos
Removing Friction
Instead of "Book a Class," we reframed to "Talk to Aditi."
Users weren't ready to commit—they wanted conversation first.
…but we started with
The UX Approach: Strategy Over Hype
Storytelling
Creating narrative connections to build trust
Personalization
Making each user feel individually addressed
Accessibility
Ensuring everyone can engage with the content
Trust
The foundation of our entire approach
"Users trusted fitness programs recommended by real people. A personal coach made them more likely to try something new"
How might we help patients stay active during their recovery process ?
Meet Gloria
So , Let's help Gloria to ..
How can Gloria find an approachable fitness class ?
How can Gloria understand what is Fletcher Pilates ?
- Our story takes users behind the concept & introduces the owner - The presence of real images , soft neutral colors make it inviting , luxurious as well as comforting.
- The end of the screen takes the user back to "Talk to Aditi" CTA - reinforcing the hook to help users start a conversation
- In that process , they are already aware of the concept , background and the benefits of the fletcher Pilates.
How can Gloria feel secure and trust Aditi or this new form of fitness ?
- "Talk to Aditi " CTA helps user to find an opportunity to build trust before committing.
- Users can easily book a consultation in less than 4 steps - Allowing users to scratch an itch to know more about fletcher Pilate.
The Impact: A Website That Converts
Discovery
Users learn about Fletcher Pilates through storytelling
Trust
Personal connection with Aditi builds confidence
Sign-up
Low-friction conversion through personalized CTAs
Our solution won 1st Place at Protothon 2024, with real users appreciating the direct connection to the instructor.
Key Learnings: Designing for Behavior, Not Just Aesthetics
Trust-First UX Works
In low-awareness markets, human connection is a powerful conversion tool.
Storytelling > Hard Selling
When introducing new concepts, relatable narratives drive adoption better than sales pitches.
Design for Real Anxieties
Users don't just sign up; they need reassurance and guidance first.
Final Thoughts & What's Next?
1
Trust-Driven UX
This project reinforced the importance of building trust first.
2
Feedback Loop
With more time, we'd add user feedback collection after first sessions.
3
Interactive Demo
A video demonstration would further reduce uncertainty for new users.