Proehlific Park | Website re-design

The problem

Proehlific Park is a community-focused fitness center founded by former NFL player Ricky Proehl. While the in-person experience is energetic and welcoming, the website did not reflect that same clarity or momentum. The redesign focused on translating the physical brand experience into a digital one that supports discovery, engagement, and sign-ups.

My Role in This Project

I led this redesign end-to-end as a solo UX/UI designer, owning research, structure, visual design, and iteration.

• UX strategy & information architecture

• UI design & responsive layouts

• Prototyping, testing, and iteration

The Challenge: Enhancing the Online Experience

While the original website served its purpose, it didn’t fully capture the essence of Proehlific Park and didn’t provide the smooth user experience that Ricky envisioned. The goal was to create a website that mirrored the high-energy, welcoming environment of the fitness center and made it easy for potential members to sign up for classes, learn about offerings, and engage with the community.

Users struggled to quickly find classes and memberships

• Navigation lacked clear hierarchy

• Mobile experience felt cramped and inconsistent

• Calls-to-action were present but visually de-prioritized

The Solution: A Fresh, Modern & User-Centric Redesign

For the redesign, I focused on capturing the energy and spirit of Proehlific Park while ensuring the site was easy to navigate and visually appealing. The new design reflects the values of dedication, teamwork, and strength that Ricky Proehl promotes at the fitness center. Key improvements included:

Improved clarity in navigation and content discovery

• Reduced friction for users exploring programs and memberships

• Stronger alignment between brand identity and digital experience

• A more confident, conversion-focused first impression

Key UX Decisions

• Prioritized high-intent user paths over brand storytelling

• Designed layouts to support scanning, not reading

• Treated mobile as the primary experience, not an afterthought

Results & Impact

The redesigned Proehlific Park website delivered significant improvements:

• Improved User Experience: The streamlined navigation and mobile-friendly design resulted in a much smoother user experience, making it easier for visitors to sign up for classes and access important information.

• Increased Engagement: The new design led to more interactions, with users signing up for classes and exploring membership options more frequently.

• Stronger Brand Presence: The updated visual identity helped align the website with Ricky Proehl’s commitment to excellence, teamwork, and dedication, creating a stronger online presence for Proehlific Park.

This redesign not only improved the functionality and design of the website but also reinforced the values that Ricky Proehl has instilled in his fitness center, making it easier for current and future members to connect with the park’s mission.