The discovery workshop revealed that while City Strength held a strong reputation within the strength sports community, the brand faced growing challenges in improving accessibility for new users, simplifying product selection, and communicating key product differences. Sizing confusion, limited educational pathways for first-time customers, and navigation inefficiencies, particularly on mobile, created friction across the buying journey. Although loyalty among competitive powerlifters remained strong, onboarding newer audiences and showcasing the brand’s inclusivity and expertise were identified as critical areas to address to support future growth.

Throughout the wireframing process, product filtering and exploration were prioritised within the user flow, ensuring that products and their use cases were presented clearly to highlight real-world application and customer success. This approach was designed to reinforce social proof and build user confidence during the shopping experience. A conscious effort was also made to ensure balanced gender representation across the design to create a more inclusive and welcoming environment. Additionally, motion and interaction were considered early in the design process, with the aim of capturing the energy and dynamism of the gym environment through animation and interactive features.

Oversaw QA, browser testing, and the development of acceptance criteria to ensure functionality and alignment with project requirements.