UX Dojo: Design Sprint with Rich Poulsen & Premier Martial Arts

Written By Olga Liu

UVU Design Summer Sprint 2024

Introduction

UX Dojo Team Presentation

During the Summer 2024 Design Sprint, my team and I collaborated with Premier Martial Arts (PMA) under the leadership of Rich Poulsen to tackle real-world UX/UI challenges. As a team lead, I played a key role in guiding our design decisions, conducting user research, and refining our deliverables. Our goal was to improve adult enrollment and retention in PMA classes by creating engaging, data-driven marketing solutions. In addition to leading the team, I also contributed by designing social media graphics and advertisements to enhance PMA’s brand presence.

 

What Happened

To develop effective solutions, our team conducted user research through surveys and observations, identifying key motivators for adults interested in martial arts. The data revealed that adults primarily seek martial arts training for self-defense (81%), fitness (77%), and discipline (35%). However, cost and intimidation were major barriers to enrollment.

Using these insights, we proposed several strategies to make PMA more appealing to adults:

  • Targeted social media campaigns on Instagram, Facebook, and YouTube featuring bite-sized content like instructional videos and “Move of the Day” series.

  • Discounted trial classes and referral incentives to lower the barrier for first-time students.

  • Fun and engaging events like themed nights and date night classes to attract a wider audience.

  • Flyers and digital ads specifically targeting college students with budget-friendly promotions.

As part of my contributions, I designed social media graphics and promotional materials, ensuring the visuals aligned with our research-backed strategies.

 

Conclusion

This sprint taught me the importance of user-centered design in marketing and business growth. By focusing on research-driven solutions, our team developed a campaign that effectively addressed PMA’s challenges. Being a team lead in a fast-paced environment helped me refine my collaboration, leadership, and problem-solving skills. Additionally, designing ads and social media content reinforced my understanding of visual communication in UX/UI strategy. This experience has strengthened my ability to work efficiently in a team setting while delivering impactful design solutions.

PMA Instagram Posts

Olga Liu
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