Case Study: Logic BJJ Online - Hailstorm-Development

About the project

Logic BJJ Online x Hailstorm-Development

Kristian Woodmansee, owner and founder of Logic Jiu Jitsu, reached out to Hailstorm-Development to build its digital video subscription platform. He thought that it would be useful for not only his students but also for jiu-jitsu athletes across the world. There was already a version 1.0 out in the wild, in fact. It was called Logic BJJ Online. We came in to the picture to develop the next iteration of the platform, using cutting-edge technologies, to match Figma wireframes created by a contracted UX designer.

Some of our goals for this project were to:

Improve brand awareness and marketing around available courses
Make it easy to subscribe and sign in
Simplify searching for content so subscribers can find videos quickly
Improve accessibility and ease-of-use for subscribers

RoleS
Strategy
Web Design
Development
Content Creation

Client
LogicBJJOnline.com

Date
August 2023

The Challenge

Since its inception in August 2021, Logic BJJ Online has steadily increased its total number of subscribers and daily users. Longtime subscribers had grown accustomed to certain features and expected the same functionality to persist in future service iterations. We wanted to complete an overhaul, but we didn’t want the layout to differ too much that it wouldn’t be recognizable. Further, we didn’t want to potentially cause any negative SEO impacts.

Project Timeline

Here is a quick timeline of major Logic releases:

Logic 2.0 Planning Begins

Logic BJJ Online reaches out to Danny Berry for UX design and Hailstorm-Development for web development and SEO/marketing services.

August 09, 2021

Logic 2.0 is Released

Logic 2.0 is released with new search & filter functionality, purchasable courses that track users' progress, and other notable improvements.

Planning for Logic 3.0 Begins

With 2 years of user data and analytics to work off of, Logic x Hailstorm-Development reconvened to strategize for the next iteration.

March 20, 2023

Logic 3.0 is Released

Logic 3.0 marks a first in its history: a complete departure from WordPress and all related integrations. The new site uses Uscreen to display streamlined 4K quality content across all platforms.

The Transformation

Use the sliding bar in the image above to switch between Logic 2.0 and Logic 3.0 to see how we incorporated similar design elements and branding in both. Since the physical location in which digital assets are recorded hasn’t changed, we kept the original hero banner image the same.

The Results

New users

+ 0 K

Average engagement time

+ 0 %

Views

+ 0 K

While Logic 3.0 is still in its early days, the overall impact of both Logic BJJ Online 2.0 and 3.0 has exceeded our expectations. Since partnering with HD, we’ve seen a 456% increase in new users.

During this period we worked with an expert in marketing funnels to fine-tune the subscription process via various offers. Over time, our efforts led to increased direct traffic by 615.4%, increased organic search by 644.2%, and increased referrals by 3,800%.