Project Background
Gracie Sydney is a Brazilian Jiu-Jitsu academy focused on discipline, community, and high-performance training.
I led a complete website redesign to modernise the experience, simplify navigation, and create a clear path for users to book trial classes — improving both usability and conversion performance.
Objectives
The existing website had an outdated layout, complex structure, and low conversion rates. Users struggled to navigate the content and take action.
The challenge was to simplify the experience, modernise the visual direction, and rebuild the site around a clear conversion goal: trial class bookings.
My Role
I led the redesign end to end, including:
Defining the UX strategy focused on conversion
Restructuring content and navigation
Designing responsive pages with a mobile-first approach
Building and delivering the final website in Framer
Approach
I focused on clarity, speed, and guiding users toward action.
Simplified the user journey around a single primary goal (trial booking)
Reduced friction by streamlining navigation and page structure
Designed sections to progressively guide users from awareness to action
Optimised for mobile, where most users interact
Results
Generated 8× more submissions per week after launch
Achieved more submissions in 1 month than the entire previous year
Improved clarity and usability across the website
Created a high-performing structure focused on consistent lead generation
