Star Trac

Star Trac is an international leader in the design and manufacturing of commercial quality cardio, total body and strength training fitness equipment. As top-five global competitor, Star Trac’s digital presence lacked a robust user experience that matched the quality of their service and product lines. Their website was built on an outdated approach to information delivery, leaving users frustrated and distracted.


Fort West performed a detailed discovery and user experience audit that unlocked key user personas, needs, tasks and workflows. Combined with a strong understanding of brand requirements, we designed a highly differentiated and category leading product discovery experience. The site employs a responsive design framework that is compatible across desktop and mobile devices, at any screen resolution.


With a strong product focus throughout the site, the new experience was designed for seamless review of comparable products within the same page, eliminating delay in page loads. Although the company does not sell product online, the sales enablement process was a primary consideration, allowing users to send products they are interested in to Star Trac via integration for immediate, geo-specific follow-up.


Our process resulted in an immersive user experience that has become the cornerstone of Star Trac’s digital communication strategy. The adoption of ongoing performance measurement tools and optimization programs will allow Star Trac to evolve their communication model to meet user needs in the future.