Cultural UX/UI & Web Design
A modern digital home base for a growing community gym, designed with a mobile app foundation ready to build on.
The Role
Sole UX/UI & Web Designer
End-to-end freelance engagement: UX research, information architecture, web redesign, cultural usability testing, and mobile UI foundation.
Timeline
18 weeks · Delivered June 2025
The Context
JasNutri-Fit is a real local gym in Lynn, MA with a loyal, mostly Spanish-speaking community. Their Instagram was booming, but their outdated website couldn't turn that attention into sign-ups. I was hired to redesign the site as a real digital home base and lay the UI foundation for their next step: a mobile app.
0.0 Web Redesign: A modern digital face for a growing gym.
0.1 Strong Social Presence: The audience was already there—it just needed somewhere to land.
0.2 Value Proposition: Translating gym culture into a digital brand voice.
A booming community with nowhere to convert.
JasNutri-Fit had built an active, tight-knit community through social media, but they lacked a functional digital home base. Instagram followers had no easy way to actually become paying members. The old website was a dead end for leads, and there was no framework in place to support the mobile app the owner wanted to launch next.
1.0 Discovery Session: Framing the redesign across four dimensions—Business, Content, Accessibility, and Brand.
Designing for a connected ecosystem.
To serve the local Lynn, MA community well, I focused research on the two sides of the JasNutri-Fit experience: the motivated member showing up to train, and the independent fitness professional guiding them. Both had to feel understood in the redesign.
2.0 The Audience: Bilingual, Spanish-speaking community in Lynn, MA.
2.1 Persona 1: The Motivated Member—showing up consistently and looking for structure.
2.2 Persona 2: The Independent Trainer—growing her client base under one professional brand.
The "Healthier" Journey
The "Healthier" persona wants to track her workouts and stay engaged with trainers between sessions. Journey and empathy mapping shaped where the mobile app would eventually take over—scheduling, tracking, and follow-through—while the website handled sign-up and first impression.
2.3 Customer Journey Mapping
2.4 Empathy Mapping
2.5 Full Journey Map
Card Sorting with the Community
I ran card-sorting exercises with 12+ community members to prioritize what mattered most on the new site. Feature ranking came directly from the people who'd use it—not from assumption.
2.6 Card sorting exercise with community participants.
Connecting across cultures.
To make sure the redesign resonated with the local demographic, I conducted 1-on-1 interviews with members across four Hispanic heritages. The goal wasn't a monolithic "Hispanic user"—it was understanding the specific fitness goals, cultural expectations, and pain points each community brought to the gym.
3.0 UX Research Participants
3.1 Dominican heritage—interview highlights.
3.2 Guatemalan heritage—interview highlights.
3.3 Puerto Rican heritage—interview highlights.
3.4 Mexican heritage—interview highlights.
Streamlining the sign-up path.
The visual work focused on translating JasNutri-Fit's high-energy social presence into a trustworthy web environment. I started with low-fidelity wireframes to lock down structure, then applied the burnt orange and charcoal brand identity across the layout—modern, direct, and unmistakably theirs.
4.0 Low-fidelity wireframes: Locking down layout before applying brand.
4.1 High-fidelity web prototype in the JasNutri-Fit brand system.
Building a mobile foundation the client can grow into.
Before touching development, I mapped the core user flows for both web and mobile. The primary goal: a user could go from homepage → sign up → book a class with zero dead ends. The mobile UI foundation was designed to slot in cleanly when the owner is ready to invest in the app.
5.0 Information Architecture: Sign-up to class booking, no dead ends.
5.1 Mobile UI Prototype: The app-ready foundation delivered as part of the engagement.
Testing with the local community.
JasNutri-Fit serves a vibrant, predominantly Spanish-speaking community. To make sure the new digital presence felt as welcoming as walking into the physical gym, I applied Cultural Intelligence (CQ) to the testing phase. Bilingual usability sessions with local members surfaced friction I wouldn't have caught otherwise.
6.0 Usability Sessions: Gathering feedback from Spanish-speaking users in their preferred language.
Insights & Cultural Iterations
Direct translations weren't enough. Testing showed users responded far better to culturally-tuned motivational language than to standard corporate gym copy. Mobile-first behavior was heavy across every participant, so I enlarged tap targets and cut steps from the booking flow to reduce friction. Small, culturally-informed decisions—with measurable impact on how the site actually felt to use.
Delivered to JasNutri-Fit, June 2025.
A modern, culturally-informed website designed to convert a strong social following into paying members—plus a documented mobile UI foundation the owner can hand to a developer whenever they're ready for phase two.
- Redesigned web experience: A trustworthy digital home base built to turn Instagram traffic into memberships, wired to a bilingual audience.
- Culturally-tested UX: Bilingual usability testing across four Hispanic heritages, with iterations driven by real member feedback.
- App-ready information architecture: A documented mobile UI foundation—user flows, screens, and IA—that the client can hand off to a developer for phase two without starting over.
- Real client, real delivery: A shipped freelance engagement for an actual local business—not a hypothetical exercise.
What this project shows
I can take a small business from "we have followers but no site" to a working digital presence—and set them up to scale into a product when they're ready. End-to-end research, design, and handoff, delivered on time to a real client.
Skills Applied