Passion Project
Passion Project is a coaching service and triathlon community founded and run by Sean Jefferson and Holly Lawrence. They're based in Boulder, CO and offer coaching, video content, and an in-person elite training group.
Their touchpoints with potential new athletes and fans include YouTube, Instagram, and their Passion Project website, which provides much of the important details of their coaching business and a way to reach out and contact them. A much needed website refresh and general improvements to usability and navigation presented me with the opportunity to redesign the existing site.
The Problem
Understanding the Users
As both a coaching service, an in-person elite training group, and in the future and inclusive and passionate triathlon community, Passion Project has a few targeted user groups:
The Elite Amateur Triathlete, a highly invested athlete that races multiple times a year. Motivated by both self improvement and results, this athlete is seeking guidance and support in their day to day training. This user typically has a busy schedule to balance with triathlon as their hobby for their pre and post-work hours.
The Navigating Professional Triathlete, an athlete that's recently joined the professional ranks in recent years and is looking for a coach who understands the scene of pro triathlon, both on the training side and from the sponsorship and racing side. These athletes are typically looking for a more hands on approach and may be good candidates for Passion Project's in person training group.
The Website Goal
The site goals were to make it easier to access information about coaching, learn about the in-person training group, and provide a contact form directly introducing themselves. Future site goals were to implement and upcoming events page as well as a store to purchase Passion Project merchandise.
The existing site needed both a visual refresh and improvements to usability and architecture.
The Process
Site Mapping
Looking at the existing site and locating redundancies and gaps in navigation to create a new and more straightforward navigation with most pages pointing towards the contact form.
Building in Framer
Evaluated a few different site hosting tools and determined that Framer allowed for the most flexibility in design and execution. This project added site building to my skillset and I learned how to use CMS functionality to create both the upcoming events and store features.
Solution
Improved Accessibility
Surfacing important information about the coaches and services, and making the contact page accessible from all points on the site to allow for easy and direct communication.
Integrating New Brand Styles
Passion Project recently went through a branding refresh making this web redesign a chance to reflect the new look and feel through usage of fonts, animation, and image styling.
Unlaunched Features
As Passion Project grows, we discussed additional site functionality that would help build the PP community. These included and upcoming events section and a store for Passion Project merch. These pages were designed but will be launched at a later date when these details are more finalized.
