Helping a digital fitness startup grow and compete with global brands.


Fitify was started as a way to keep the founders’ workout routines fresh. During the last few years, it has grown into a full-on competitor to home workout apps like Freeletics.

The app, available both on Android and iOS, allows anyone to tap into a collection of on-demand workouts, complete with exercise videos. However, the main proposition doesn’t stop there. It’s actually about following a personalized fitness plan put together by the app’s algorithms and human coach insights, after giving the app as much info about your physical shape and abilities as possible.

I joined for a year as a UX/UI designer. I was the sole designer on the team during that time and worked on optimizing existing features, as well as creating, prototyping and validating new ones. Here are some of the areas where I had the most impact.

Refined visual language

Doubling down on core concepts while modernising and cleaning up the interface. No huge change of direction, as a complete rebrand was thought to come soon. We simply identified the weaknesses of the current interface style and doubled down on the strengths.

Simplified main flows

I brought together different workout types and standardized everything into a simple system that can flexibly show different options and contexts. If I were to explain that again in more human terms, I took our “Workout Preview” screen (just before starting a workout), which everybody uses all the time, and redesigned it with better look and feel, more logical options and less clicking around needed for the user to start exercising.

Two steps merged into one, clearer call-to-action. More branded and differentiated workouts through bigger pictures and descriptions. Music selection brought forward – a lot of users didn’t know we had playlists at all.
Flexible workout preview screen.

Similar improvements were done after the workout, over a few iterations – less screens, less clicking around, more pronounced reward moments and more valuable feedback mechanisms.

Increased conversions

By iterating on our onboarding and paywall screens, we were constantly increasing the amount of people that purchase our Pro subscription. In turn, that brought in tens of thousands of dollars of additional revenue.

New features

Of course a big part of my agenda was drafting, designing and prototyping completely new parts to the product. This way, we’ve added a bunch of things, like a way for people to track their daily activity goals and vitals, a virtual trainer, and a proper way to provide feedback to the algorithm’s workout choices.