My Role
  • Strategy
  • UX Design
  • UI Design
  • Art Directoion


Project Background

Not associated with Crossfit, MADabolic Inc. is an innovative interval-based strength and endurance program built to complement an active lifestyle. MADabolic came to us to relaunch their site, captivate their audience, and increase memberships. The goals for the relaunch were to differentiate MADabolic from imitation workout programs, allow users to easily find and sign up for classes nearest them, and create a platform that would grow with MADabolic's expanding franchises.


MADabolic came with an established brand style guide that was uniform to all of their 8 locations. It was imperative for this to be maintained throughout the site. We also wanted to re-evaluate the ease of class sign up and create a seamless integration into their 3rd-party payment application, Mind Body Online. Utilizing browser geolocation, we paired the user with the closest MADabolic location and provided that class schedule in the header. If there were additional locations within an 20 mile radius of the user, a location prompt would appear and a cookie would be set with the user's preferred location.

Get with the Program

MADabolic is all about intensity, concentration, and good form, and we felt that their website should reinforce these characteristics. We utilized video and a step-by-step guide to explain this in their program section. On the homepage and overview pages, we focused on video frames that showed the intense emotions on participants' faces as well as the exercises in proper form.

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