UX Writing. Ice Skating school

Project Overview:

For my UX writing course project, I designed a landing page for an ice skating school. Although the initial scenario focused on a fitness platform, I adapted the assignment to a different but equally dynamic field—ice skating. This project combines thoughtful UX copy with an intentionally simple, single-page design intended to motivate visitors to take action and connect with the school.

Design & Visual Identity:

• Typography:
  • Headings: I chose Piorit One to create a strong, eye-catching header that stands out and immediately communicates the energy of the school.
  • Body Text: For the body copy, I used Nunito. This friendly sans-serif font provides excellent readability and compliments the warm, conversational tone.
• Color Palette:
  • The design features a monochromatic scheme with various shades of black and white. This minimalist palette was chosen to evoke clarity, sophistication, and a timeless quality, while placing full emphasis on the written and visual content.
• Imagery:
  • Black-and-white images were used throughout, showcasing training sessions, candid moments of smiles, and the collaborative spirit during classes. These visuals are carefully selected to reinforce the message that ice skating is approachable, fun, and a supportive community experience.

Tone and Voice:

• Voice: The copy uses a friendly and empathetic voice that speaks directly to the user.
• Tone: The tone is casual (“casual”), relatable, and encouraging, designed to dismantle common fears or hesitations about ice skating. The language reassures visitors that the only barrier is taking the first step—making the idea of joining the school both attainable and exciting.

Content Structure:

The landing page includes several key sections to guide users through a persuasive narrative:

1. About Us:
   • An introduction to the school, highlighting our mission and the passion behind our instructors, setting a welcoming atmosphere.
2. Why Ice Skating?:
   • Content is focused on demystifying ice skating. Here, I provide motivational insights into the benefits, both physical and mental, of joining the community. The goal is to show that ice skating is not intimidating but rather an enjoyable way to stay active.
3. Why We?:
   • This section leverages social proof and trust. It includes short, compelling reasons why our school stands out, alongside testimonials and images that emphasize expertise, community, and a safe learning environment.
4. Coaches & Groups:
   • Detailed information about our team and class schedules is provided. Each group section includes a motivating text that not only lists the schedule but also emphasizes the supportive, energetic atmosphere found in our classes. The content is designed to encourage users to discover the right fit for their goals and lifestyle.
5. Call to Action (CTA):
   • The page concludes with a strong CTA inviting visitors to contact our administrator for further information. The CTA is integrated with persuasive text, ensuring that users feel confident to take the next step.

Design Considerations & UX Copy Strategy:

• Connecting with Users:
  • The friendly and empathetic tone throughout the copy is intended to build trust and establish a personal connection with users. It sends a clear message that ice skating is accessible regardless of experience, and that every user is supported in their journey.
• Visual Hierarchy & Readability:
  • The combination of contrasting typography (bold headers with Piorit One and clean body text with Nunito) alongside a monochrome color palette creates a visually pleasing and legible experience. This hierarchy ensures that key messages and CTAs are immediately noticeable.
• Motivation & Conversion:
  • Every piece of text was crafted to reduce the intimidation often associated with trying something new. The message is clear: taking the first step is all you need, and we are right here to guide you. The overall goal is to convert visitors into engaged users by making them feel both informed and supported.

This project is an example of how UX writing and design can work together to not only present information but also evoke emotion and drive action. By carefully choosing typography, colors, images, and a friendly tone, the landing page transforms an initial visitor into a prospective, loyal member of our ice skating community. The design effectively breaks the ice (pun intended) by making the proposition of learning ice skating a confident and easy next step.