The centre wanted to improve their website to have a user-focused approach tailored to different target groups. The existing site wasn't built around its users, and different audiences had different needs that the site didn't reflect.
A workshop with the centre's internal team helped map the challenges of the existing website and clarify how they define their target audience. A qualitative user study followed, engaging both physically active individuals and those who want to be more active. The research explored motivations, barriers, and the factors that support developing a regular physical activity habit. It also identified what kind of information users need to sustain an active lifestyle.
Based on the findings, detailed user profiles were created. The website structure was rebuilt around those profiles, giving each visitor a clear path to the information most relevant to them. The way information is presented, both in format and content, was rethought as well.
The result was a clear and user-friendly website structure organised by target audience, simplified and well-formatted sample texts tailored to each user group, and a complete website prototype in Figma, ready for development. The prototype covered 15 content pages, designed for both mobile and desktop. The research included 13 user interviews with people of different ages and physical activity habits.
The collaboration with ReThink was productive, active, and smooth. Together, we gained valuable insights about our target groups, had a great teamworking experience, and achieved a good result.Alo Lõoke; Executive Board Member of the Competence Centre for Physical Activity