Return to Kemet (RTK)
Reimagining A Virtual Wellness Experience
Return to Kemet™ is a yoga and wellness collective that blends ancient practices with modern life for enhanced wellbeing. Offering international yoga retreats, informative blog articles, physical wellness products, and virtual workshops, they provide a comprehensive approach to wellness.
My Role
UX Research
Data Analysis
UI/UX Design
Information Architecture
Wireframing
Web Development
Graphic Design
Project Management
Presentations
Tools
Figma
Squarespace
Adobe Photoshop
Adobe Illustrator
Google Suite
Year
2022
Our Challenge
Return to Kemet struggled with the fragmentation caused by its two separate websites, which made it difficult for users to fully access their offerings. The main website was on Squarespace and the video library of past workshops was on Wix, leading to a disjointed user experience. My task was to consolidate the websites into a single, intuitive platform that clearly showcases all of Return to Kemet's offerings and provides an easy navigation experience for users.
OLD WEBSITE: Main Website
The main website, hosted on Squarespace, featured the majority of RTK's information about their brand and offerings, including international yoga retreats, live virtual workshops, detox programs, a shop for physical products and a blog.
OLD WEBSITE: Video Library Website
The video subscription website, hosted on Wix, served as a video library for past workshops and digital detox programs.
Understanding Their Audience
I initiated the discovery process by conducting a digital survey with approximately 50 of RTK's existing customers. Access to this number of users was made possible by hosting a giveaway through RTK's email list. The research goals and pain points identified through this survey are outlined below.
Research Goals
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Identify common user behaviors & experiences
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Identify drivers for purchasing from or subscribing to RTK's products and/or services
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Identify common challenges or unmet needs users face
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Identify RTK's most popular products and/or services
User Pain Points
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Difficulty navigating between the main website and the video subscription website to access detoxes and past workshops
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Difficulty finding and viewing all of the upcoming virtual workshops and retreats
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Lack of awareness of the RTK Blog, Self-Paced Chakra Alignment Detox, and the RTK Video Subscription Service
Constructing the Solution
Project Goals
Research revealed a lack of awareness among RTK's audience regarding their full spectrum of wellness offerings. Upon sharing this information and collaborating with stakeholders, the following project goals were established to address these insights and pain points.
Goal #1: Consolidate two websites into one unified platform on Squarespace.
Goal #2: Showcase RTK's full range of experiences in a user-friendly calendar format to increase visibility and participation.
Goal #3: Highlight RTK blog as a valuable source of learning and personal growth.
Goal #4: Increase awareness of RTK's underutilized offerings, such as the Chakra Alignment Detox and Video Subscription Service, to improve awareness and engagement.
Information Architecture
With the project goals defined, the next step was to streamline and categorize all the content on the two existing websites. I used a data-driven approach to categorize the information into 5 main sections for the main navigation, as outlined in the site map.
Members-Only Area
I leveraged Squarespace's subscription-based members-only area to centralize and improve access to digital experiences previously found on the secondary video library website
Upcoming Experiences
This page allows RTK's audience to discover upcoming virtual and in-person experiences with ease, and effortlessly plan their schedule to ensure they don't miss an event.
Retreat Page
This page allows their audience to explore upcoming retreats and discover the transformative power of past experiences through customer testimonials.
Detoxes
This page provides an overview of Return to Kemet's detox offerings, including details on virtual group detox sessions, self-paced programs, and customer reviews.
Blog
This page was created to hold all of their pre-existing blog posts.
Wireframes
After finalizing the website's information architecture and receiving approval from stakeholders, I proceeded to create digital wireframes to visually represent the layout and functionality of the website. The wireframes, which can be seen below, serve as a foundation for the website's design and development.
Reimagining RTK's Digital Experience
After receiving approval on the information architecture and wireframes from stakeholders, I moved forward to the development process. As Return to Kemet wanted to keep their website on Squarespace, the redesign was implemented on that platform. I upgraded the website from version 7.0 to version 7.1, transferred the domain name and emails to the new website. The evolution of the homepage design can be seen in the images below.
Old Homepage
New Homepage
Revised Hero Image
to boost recognition of Self-Paced Detox program, aligning with Goal #4.
Building Trust
Added featured section to increase brand equity and credibility
Improved Visibility
Added events section to homepage, listed chronologically to achieve Goal #2.
Increase Awareness
Added the blog to the homepage meeting Goal #3
Promote Products
Included marketplace link on homepage to showcase well-known physical products, per stakeholders' request.
Fulfilling Project Goals
My designs were guided by the data collected during research. The images below demonstrate how I addressed and overcame the pain points that were identified through user research and addressed the project goals that the stakeholders agreed upon.
Improved Event Experience
A comprehensive calendar of RTK's virtual workshops and retreats is now available, making it easier for their audience to plan and attend their offerings, fulfilling Goal #2.
Detox Page
This page showcases RTK's detox options, including self-paced and group programs, and customer testimonials, promoting RTK's detox offerings and fulfilling Goal #4
Clean, Intuitive, & Elegant
The redesign resulted in a sleek, user-friendly, and visually-appealing design that is modern, warm, and welcoming. The homepage was designed to prominently display all of Return to Kemet's products and services, increasing customer awareness and understanding of their offerings.
Impact
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This design enhances the digital experience for RTK's growing audience in several ways:
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Consolidated their products & services on a single unified, intuitive, and user friendly platform
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Clearly showcases all of their products and services on the homepage
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Increased ease of use by 26%
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Increase conversion by 88%
