Flip City Gymnastics Club is a non-profit, parent-run organization that has been teaching gymnastics to youth since 2007. Located in Langley, BC, Flip City strives to promote gymnastics as a venue for recreation, competition, education, and personal improvement. Their ultimate goal is to help each and every child in their programs to reach their full potential, both in sport and in life.
In 2022, I worked alongside Flip City’s executive director to do a complete website overhaul. A huge site redesign was needed as the website was outdated, created with Wordpress in 2016. The old website lacked a solid theme and didn’t portray Flip City’s brand identity in the best way. Wordpress is a fantastic website builder, so using Elementor, I created the new website with a revitalized colour scheme and layout.
Shown below is a side-by-side comparison of the old and redesigned version of the website. Some of the key changes include improved information architecture as well as a minimalistic, consistent design.
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It was important to maintain Flip City’s brand identity with the new website, as well as modernizing it. This meant re-using images as often as possible, and scattering the site with candid shots of the organizations very own gymnasts in action. These photos invoke warmth and a sense of family - a real inside look into how this club performs; from each wide smile to trampoline bounce photographed. Having these photos on the website was integral to contrast the minimalistic, simple user interface.
I started off the project by communicating with Flip City’s management and conducting a review of what programs they are still running, what programs have been added, what information on the website is still relevant, etc. so that I could map out the information architecture of the new website. In blue are the pages of the website, and below them are the sections of the corresponding pages outlined. This was done in order to ensure that once the user visits the site, they can find the information they need quickly and easily.
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After identifying the updated content structure for the site, I created medium-fidelity mockups in Figma to envision how the site would look when put together. The focus of designing these were to showcase the content in a way that met both business goals (driving users to the ‘Register Now’ button) and user goals (finding the information they’re looking for). After these mockups were created and approved, I went on to design the high-fidelity website.
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I acknowledge that my work and being exists on the traditional and unceded territory of the xʷməθkʷəy̓əm (Musqueam), Sḵwx̱wú7mesh Úxwumixw (Squamish), səl̓ilw̓ətaʔɬ (Tsleil-Waututh), QayQayt First Nation, Kwantlen, q̓íc̓əy̓ (Katzie), Semiahmoo, Tsawwassen First Nations, kʷikʷəƛ̓əm (Kwikwetlem), and Stó:lō Nation