Fitify
Fitify
Fitify
Fitify
Fitify is a global fitness app focused on home workouts, with over 20M downloads and a 4.7★ rating across iOS and Android.
Fitify is a global fitness app focused on home workouts, with over 20M downloads and a 4.7★ rating across iOS and Android.
Fitify is a global fitness app focused on home workouts, with over 20M downloads and a 4.7★ rating across iOS and Android.
Fitify is a global fitness app focused on home workouts, with over 20M downloads and a 4.7★ rating across iOS and Android.
As the product scaled, onboarding and early experience became critical levers for growth, conversion, and long-term engagement across mobile and web.
As the product scaled, onboarding and early experience became critical levers for growth, conversion, and long-term engagement across mobile and web.
As the product scaled, onboarding and early experience became critical levers for growth, conversion, and long-term engagement across mobile and web.
As the product scaled, onboarding and early experience became critical levers for growth, conversion, and long-term engagement across mobile and web.
The goal was to improve onboarding performance through experimentation and use validated insights as the foundation for a full app redesign.
The goal was to improve onboarding performance through experimentation and use validated insights as the foundation for a full app redesign.
The goal was to improve onboarding performance through experimentation and use validated insights as the foundation for a full app redesign.
The goal was to improve onboarding performance through experimentation and use validated insights as the foundation for a full app redesign.
Role/Scope
Role/Scope
Role/Scope
Role/Scope
Role/Scope
Drove onboarding-first redesign across iOS, Android, and web
Drove onboarding-first redesign across iOS, Android, and web
Drove onboarding-first redesign across iOS, Android, and web
Drove onboarding-first redesign across iOS, Android, and web
Collaborated with product leadership to shape product vision and experience
Collaborated with product leadership to shape product vision and experience
Collaborated with product leadership to shape product vision and experience
Collaborated with product leadership to shape product vision and experience
Partnered closely with engineering to ensure smooth, high-quality implementation
Partnered closely with engineering to ensure smooth, high-quality implementation
Partnered closely with engineering to ensure smooth, high-quality implementation
Partnered closely with engineering to ensure smooth, high-quality implementation
Defined visual foundations applied across app UI, landing page, and web onboarding
Defined visual foundations applied across app UI, landing page, and web onboarding
Defined visual foundations applied across app UI, landing page, and web onboarding
Defined visual foundations applied across app UI, landing page, and web onboarding
Validation
Validation
Validation
Validation
Validation
Onboarding served as a validation layer for UX and visual hypotheses through quantitative testing. A/B testing helped confirm which approaches improved conversion, with the final iteration showing a ~17% uplift and setting the foundation for the app redesign
Onboarding served as a validation layer for UX and visual hypotheses through quantitative testing. A/B testing helped confirm which approaches improved conversion, with the final iteration showing a ~17% uplift and setting the foundation for the app redesign
Onboarding served as a validation layer for UX and visual hypotheses through quantitative testing. A/B testing helped confirm which approaches improved conversion, with the final iteration showing a ~17% uplift and setting the foundation for the app redesign
Onboarding served as a validation layer for UX and visual hypotheses through quantitative testing. A/B testing helped confirm which approaches improved conversion, with the final iteration showing a ~17% uplift and setting the foundation for the app redesign
Redesign
Redesign
Redesign
Redesign
Redesign
Insights from onboarding shaped the direction of the full Fitify app redesign. Early concepts were explored through prototyping to validate the approach before development.
The redesign was applied across key user journeys, including onboarding and core workout flows. Color and design tokens were created to support faster development, easier iteration, and future scalability. The same design patterns were later extended to the Fitify landing pages and web onboarding, aligning first touchpoints with the in-app experience.
Insights from onboarding shaped the direction of the full Fitify app redesign. Early concepts were explored through prototyping to validate the approach before development.
The redesign was applied across key user journeys, including onboarding and core workout flows. Color and design tokens were created to support faster development, easier iteration, and future scalability. The same design patterns were later extended to the Fitify landing pages and web onboarding, aligning first touchpoints with the in-app experience.
Insights from onboarding shaped the direction of the full Fitify app redesign. Early concepts were explored through prototyping to validate the approach before development.
The redesign was applied across key user journeys, including onboarding and core workout flows. Color and design tokens were created to support faster development, easier iteration, and future scalability. The same design patterns were later extended to the Fitify landing pages and web onboarding, aligning first touchpoints with the in-app experience.
Insights from onboarding shaped the direction of the full Fitify app redesign. Early concepts were explored through prototyping to validate the approach before development.
The redesign was applied across key user journeys, including onboarding and core workout flows. Color and design tokens were created to support faster development, easier iteration, and future scalability. The same design patterns were later extended to the Fitify landing pages and web onboarding, aligning first touchpoints with the in-app experience.
Scale and reach
Design decisions supported a product used by over 20M users worldwide.
Scale and reach
Design decisions supported a product used by over 20M users worldwide.
Scale and reach
Design decisions supported a product used by over 20M users worldwide.
Platform impact
Design decisions supported a product used by 1.4M+ travelers worldwide.
Onboarding as a driver
Quantitative testing validated onboarding changes as a foundation for the redesign.
Onboarding as a driver
Quantitative testing validated onboarding changes as a foundation for the redesign.
Onboarding as a driver
Quantitative testing validated onboarding changes as a foundation for the redesign.
System thinking
A shared design system enabled faster delivery while maintaining consistency at scale.
Data-driven iteration
A/B testing became a core input for UX and visual decisions.
Data-driven iteration
A/B testing became a core input for UX and visual decisions.
Data-driven iteration
A/B testing became a core input for UX and visual decisions.
Cross-team alignment
Workshops and close collaboration aligned design, product, and marketing.
Platform alignment
Redesign principles were applied across mobile apps and web touchpoints.
Platform alignment
Redesign principles were applied across mobile apps and web touchpoints.
Platform alignment
Redesign principles were applied across mobile apps and web touchpoints.
B2B insight
Research-led iteration improved clarity and usability of travel agent workflows.
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