About The Project
Viacon India onboarded BKS Iyengar with the projection of transitioning them into a mobile-first brand. The widening global yoga community needs a more vibrant global reach from a legacy brand in yoga like BKS Iyengar. Viacon’s role was nothing short of a challenge- a complete digital makeover.
Key Challenges
- No Optimization: The empirical website wireframe was not mobile optimized. The transitions, content, and aesthetics were stoic, as Viacon’s design and R&D team found out.
- Poor Content Management: With no dynamic content architecture and poor SEO upgrades, the online interaction capabilities were dilapidated. The navigation was clunky, too.
- No intuitive third-party integration: Third-party “Momence” Integration was another major barrier.
- Poor CMS: BKS Iyengar Yogashala lacked a custom CMS, making content management difficult. Marketers had to depend on developers for every small content update.
Proposed Solutions
Better Backend Development
01
Our team developed a custom WordPress theme for BKS and added a custom ACF block for seamless backend control.
Leveraged Seamless Site Management
02
Viacon improved website modularity, incorporating easy class editing options and blog posting templates.
Improved Class Inquiries
03
Viacon’s unique Gravity Forms upgrade increased BKS’s class inquiries with advanced conditional logic.
Site Performance Optimization
04
Viacon ensured all-around bug fixes with a 360-degree caching, CDN application, and lazy loading.
Our Process
Ideation
01
Created a project scope to define the features and time scales to make the wireframe and journey map.
- User journey sorted
- Theme and design
- New architecture planned
Designing
02
The design and web development team onboarded the project and crafted a content strategy, with a new UI based on the yogashala theme.
- Started work on new UI
- Technical SEO and backend developments done
Brainstorming
03
Performed stakeholder analysis to reveal classic lags and upgrade criteria, followed by customary market research to plan out innovative upgrades.
- Internal audit
- Market analysis
- Bugs and lags detected
Roll-out
04
The Figma mock-up and the WordPress theme were created. Post that, the CDN and seamless ACF controls were implemented.
- Wireframe created
- Client review done
- Upgrades based on suggestions
Competitors Analysis
BKS Iyengar wanted an online brand makeover to resonate with the global demand for yoga. We grabbed the opportunity with both hands. We surfed competitors’ websites to find out the innovative aesthetics they were using. We spotted even better features that other yoga shalas' websites were lacking. In our research, we did a total scan of the websites of the following competitors:
Technology Stack
- WordPress
- Advanced Custom Fields (ACF)
- Custom Post Types (CPTs)
- Gravity Forms
- MailChimp
- Figma
- CDN Solution
- Lazy Loading
- Schema Markup
- Mobile First web UI
Results
130%+
The responsive website yielded new leads and improved click time.
-20%
The bounce rate after users tapped beyond the home page became 0.
3X
BKS is generating higher leads from global exposure, especially in the US.
140%+
Better navigation and CDN installation increased class inquiries.
USER PERSONAS
Defining the user personas so that we can understand who is our targeted audience and what are their pain-points and goals.
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PAIN POINTS:
- • fv
- • referf
USER GOALS:
refvf
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