"Active.com is the leader in online event registrations from 5k running races and marathons to softball leagues and local events. ACTIVE also makes it easy to learn and prepare for all the things you love to do with expert resources, training plans and fitness calculators."

While it serves a great purpose and has a large amount of traffic, due to its poor navigation and overall organization, the original site design often caused users to become confused and frustrated, leading to a high bounce-rate. As a result of this, Active.com yielded lower profits year-over-year, lost customer loyalty, and was given a less-than flattering Net Promoter Score.

In an effort to recover customer loyalty and profits, I and another designer (Ananthi Rangarajan of ACTIVE Network, LLC.) sought to redefine how ACTIVE perceives and interacts with its users. To accomplish this, we worked with the User Research team to create in-depth User Personas based off demographics, surveys, and other customer data that provided us with invaluable insights into our users' lives and how they were using the site. We were able to differentiate 6 user archetypes, each with its own grouping of personality traits, goals, and motivations for using the website. These personas then served as the foundation for a complete overhaul of the site's design & branding which has thus far led to improved usability and overall customer happiness.