Lucy Moreno Fitness

process

development

design

brand

strategy

wordpress

CRO

split-testing

Lucy Moreno had grown her online coaching business from zero clients to over 400 using the same website. Now that her business was experiencing exponential growth, it was time to create a brand that truly reflected who she had become and resonated with her target audience.

Background Info

At Lenus I specialize in helping online fitness coaching businesses redefine their brand while keeping their target audience and performance goals in mind. I design a beautiful brand and website that reflect their new image and develop the website into an effective user experience. Once everything is complete, I run split tests between the new website and the original to ensure we achieve a positive impact for the client. Below, I'll outline my process with Lucy Moreno, who was uniquely fun to collaborate with.

Team & Roles

Lucy Moreno - Client
Gigi Farias - Account manager
Will Schmid - Designer/developer

Brand Discovery (week 1)

The first step in the process was to understand who Lucy was, who her clients were, and what changes she wanted for her new brand and website. To gather this information, I sent her a detailed questionnaire asking for new brand photos, any assets I might need, and specifics on the desired feel of her new look. Lucy felt that her current website seemed adolescent and dark. She wanted the new website to be more mature (but not too mature), vibrant, and energetic.
I also reviewed her visitor sign-up data and discovered that her best-performing demographic was Spanish-speaking women in the U.S. between the ages of 18-25. Lucy outperformed other coaches in this age group.

In conclusion, Lucy’s new website will continue to be available in Spanish, like her old one. Her brand should be mature (while still appealing to a younger audience), vibrant, and energetic.

Lucy’s old website used a purple gradient, unexciting images, and a dark orange pop of color for buttons.

Brand Redesign (week 2)

For the brand phase of the project, I developed two distinct directions that met Lucy’s requirements in different ways. The first direction, which I titled "Electric," was designed to be "energizing, young, and colorful." It featured a cursive logo that exuded a sense of fun, with explosive colors and Gen-Z-inspired stickers.

Electric brand direction

The second direction was titled "Bold" and centered around a “fitness aesthetic, mature, and inspirational” theme. The goal was to present Lucy as more mature while balancing the "but not too mature" sentiment. This approach featured a more subdued color palette, a professional-looking logo, and bold, legible typography that drew inspiration from other major fitness brands.

Bold brand direction

In the end, we combined elements from both directions. We went with the "Bold" aesthetic but kept the cursive logo from the "Electric" option. For the desktop version, we changed the hero layout to a side-by-side design. Additionally, I introduced a playful gradient background pattern to bring more color to the rest of the page.

Final Lucy Moreno brand look after feedback.

Website Design (week 3)

After finalizing the brand, I moved on to the website design. The website will feature three main pages, along with several supporting pages for specific technical needs, such as handling leads under 18 or leads outside of the service range who are offered a plan without a sales call.
The homepage follows a typical landing page structure, which includes: a hero section, social proof (featuring transformation images and reviews), product features, an about section, team information, frequently asked questions, a final call to action, and a footer.
While our standard best practice is to include the sign-up form in the hero section, for this project, I will be testing whether placing the form on a separate page can still outperform the original site. The sign-up page includes client reviews and the sign-up form. Its header is designed to resemble a full-page pop-up, complete with an “x” in the top right corner to return visitors to the homepage.
The thank-you page features a video, a freebie download, and outlines the next steps for becoming a client.

Display of all finished layouts of the website.

Layout of main pages, before being fully translated.

Website Development (week 4)

Development for this project was done in WordPress, using Elementor as the primary builder. During this phase, I collaborated with Lucy and Gigi to fully translate the text—they provided text changes through Figma, and I implemented these changes during site development. We also finalized assets, such as team photos and the freebie PDF.
Throughout the development phase, I conducted quality assurance (QA) using a 60-step Google Sheet checklist to ensure all essential tasks were completed. I created this QA sheet, and it is a mandatory step for the entire design team to complete before a new website goes live.

The website is still in development and testing. I will add a link to the live site and share the test results once everything is complete.

Website Testing (weeks 5-8)

The website is tested using VWO, which splits visitors 50/50 between the old and new custom websites. We use our internal lead data to accurately measure the visitor-to-lead conversion rate, lead-to-client conversion rate, and visitor-to-client conversion rate. Additionally, we use a Google Sheet I created with my teammate John-Alex to run our results through a Bayesian formula that assesses the probability of each result metric being the best. By measuring these three different conversion rates, we ensure that the new website increases the sign-up rate without negatively impacting the lead-to-client conversion rate.

Conclusion

Although this project isn’t fully complete yet, it has been particularly special because the design phase was so exhilarating. Data clearly identified the target demographic, and working with Lucy and Gigi was a pleasure. The branding and web design represent a significant improvement over the current versions.
This project has utilized every skill I've learned and refined over the past three years working in web design in New York. It feels like a major milestone in my professional journey, and with each project I complete, my love for design and design thinking grows stronger.