WRK IT
A performance-driven brand with a platform to match.
A website strategy and Shopify redesign for the online fitness platform WRK IT, built to align their powerful brand with an equally high-performance digital experience.
A website strategy and Shopify redesign for the online fitness platform WRK IT, built to align their powerful brand with an equally high-performance digital experience.
The Strategic Challenge
WRK IT's brand had evolved into a powerhouse of performance-focused training, but their Shopify storefront was lagging, creating a disconnect for their audience.
Our challenge was to redesign a storefront that embodied their new identity, create a clear user experience that drove membership subscriptions, and, crucially, build it on a complex platform in a way that was simple for the client to maintain long-term.
WRK IT's brand had evolved into a powerhouse of performance-focused training, but their Shopify storefront was lagging, creating a disconnect for their audience.
Our challenge was to redesign a storefront that embodied their new identity, create a clear user experience that drove membership subscriptions, and, crucially, build it on a complex platform in a way that was simple for the client to maintain long-term.
Our Approach
Our strategy was to focus on three core areas that addressed these challenges.
1. Back to Basics: We stripped the user experience back to its fundamentals, designing a tailored yet simple customer flow that builds awareness upon entry and creates momentum for newly signed members.
2. Build for Independence, Not Dependence: We designed a templated yet flexible system for the client to confidently own, manage, and expand their site without being overwhelmed by the platform.
3. Add Value Beyond the Transaction: To build authority and deepen connection, we developed a custom macro calculator and refined their blog, transforming the site from a standard storefront into a valuable resource that drives lead capture.
Our strategy was to focus on three core areas that addressed these challenges.
1. Back to Basics: We stripped the user experience back to its fundamentals, designing a tailored yet simple customer flow that builds awareness upon entry and creates momentum for newly signed members.
2. Build for Independence, Not Dependence: We designed a templated yet flexible system for the client to confidently own, manage, and expand their site without being overwhelmed by the platform.
3. Add Value Beyond the Transaction: To build authority and deepen connection, we developed a custom macro calculator and refined their blog, transforming the site from a standard storefront into a valuable resource that drives lead capture.
Bringing it to Life
The success of our project lay in the 1-on-1 partnership and eye-to-eye understanding.
While focusing on our three core areas, a deep dive into the client's specific processes and comfort level with Shopify really allowed us to design a system that they could actually use.
This meant moving beyond a purely custom-coded solution to deliver a simple, flexible storefront that the team can manage.
The success of our project lay in the 1-on-1 partnership and eye-to-eye understanding.
While focusing on our three core areas, a deep dive into the client's specific processes and comfort level with Shopify really allowed us to design a system that they could actually use.
This meant moving beyond a purely custom-coded solution to deliver a simple, flexible storefront that the team can manage.
The Result [& Recognition]
As for the outcome? A clean, powerful Shopify experience that fully aligns the WRK IT brand with its storefront.
The new user flow focuses on the fundamentals, and is now an engine for growth, converting visitors into members through a specifically tailored journey.
The addition of the macro calculator and blog redesign, nurtures visitors and captures leads, while they immerse themselves in the WRK IT world without commitment.
And most importantly, the design now allows the WRK IT team to take true ownership of their tools, manage their platform, and scale independently.
As for the outcome? A clean, powerful Shopify experience that fully aligns the WRK IT brand with its storefront.
The new user flow focuses on the fundamentals, and is now an engine for growth, converting visitors into members through a specifically tailored journey.
The addition of the macro calculator and blog redesign, nurtures visitors and captures leads, while they immerse themselves in the WRK IT world without commitment.
And most importantly, the design now allows the WRK IT team to take true ownership of their tools, manage their platform, and scale independently.