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Company:
Fitmo
Stage:
Startup
Role:
UX/UI designer
(solo designer on the team)
Work I did:
UX/UI design
Research
User testing
Visual direction
Redesigning Fitmo’s core product — an online coaching mobile app — to support its repositioning toward employee wellness.
Fitmo is a workforce vitality solution offering software and services that help companies improve employee health and wellbeing. The core product is a mobile app, which this case study focuses on.
01/
background
When I joined Fitmo, it was a consumer fitness app connecting users with online personal trainers, but its interface was outdated and hard to navigate.
What started as a redesign quickly evolved into a major pivot, repositioning Fitmo as a workplace wellness and lifestyle coaching platform for employees.
02/
vision
To transform corporate wellness by empowering employees to reclaim their wellbeing through personalized online health coaching—anytime, anywhere.
03/
key challenge
The challenge was two-fold: a legacy interface that lacked emotional engagement and a business pivot toward a different target audience. We needed to bridge this gap through a high-trust, privacy-focused onboarding journey, and a complete UX and visual overhaul to spark the emotional engagement.
04/
discovery
Evaluating existing app
I reviewed existing documentation and data to understand the product context and did a heuristic evaluation of the app identify major usability issues.
legacy app designs
New Audience Research
With limited budget for formal research, I applied a lean user research approach to validate assumptions and uncover key needs.
person & user journey map
Key insights
discovery
Users found the previos UI uninspiring and some features were confusing
design objective
Shift to more vibrant, lifestyle-first aesthetic to drive emotional engagement
discovery
Corporate users were hesitant to share health data without clear privacy guarantees
design objective
Design a privacy-focused onboarding journey
discovery
Users expect an actionable, structured plan rather than vague lifestyle advice
design objective
Clear, structured daily framework that guides users toward tangible goals
discovery
Smooth, personal communication is essential for trust in online coaching
design objective
Redesign chat experience for smoother communication
discovery
Users seek a coach match, prioritizing expertise and personal alignment for trust
design objective
Curated onboarding journey focused on coach selection
05/
Sketching and wireframing
Once the requirements were defined, I started exploring concepts and sketching ideas for a new interface aligned with the product’s updated positioning and goals. Resource constraints meant I needed to thoughtfully reuse and adapt parts of existing designs.
06/
new visual language
Beyond functionality, I redefined Fitmo’s visual identity to resonate with a new audience of lifestyle-conscious users. By blending premium, high-energy imagery with a clean, sophisticated UI, the new visual language shifts the app from a clinical tool to an aspirational wellness companion.
07/
final designs
onboarding
Tailored matching filters
Research showed that for sensitive health topics, users feel most at ease with coaches who share their native language or gender. To make the discovery process more intuitive, I introduced granular filters for gender, language, and real-time availability
Building trust through transparency
Beyond basic filters, users need a sense of personality to commit to a coach. By integrating intro videos and community reviews, I transformed a clinical directory into a confident, human-centric selection journey.
Permissions
Previously, Fitmo requested sensor access immediately upon launch without context, leading to high decline rates.
I suggested implementing the educational 'pre-priming' screens, which resulted in 35% increase in opt-ins.
app
Personalized Daily Schedule
The experience centers on a personalised coach-created daily schedule, translating expert advice into immediate action. By showing tailored activities—from physical training to mental wellness—the app provides a clear, structured path toward user's health goals.
Visualizing Success
I redesigned the core dashboard to provide an immediate, high-level narrative of a user’s health journey. This centralized hub ensures that progress is always visible, actionable, and personally relevant.
08/
outcomes
26%
Increase in onboarding completion rate
86%
User satisfaction among beta participants
83
SUS score
12%
Improve in user retention after 2 weeks
In addition to that, company successfully conducted beta program, validated value proposition and secured new round of funding.
09/
learnings
- Learned to be flexible and adaptable as the product direction evolved.
- Working as a UX team of one gave me hands-on experience managing the entire design process, from research to final delivery.
- Saw firsthand how user research reveals insights you’d never uncover otherwise. Learned to conduct lean user research even with tight timeframes and small budget.
- Learned to embrace constraints rather than resist them. Reusing parts of the existing design became a creative challenge that sharpened my focus on what really mattered for users and the business.