8fit

Revamping an award wining fitness and wellness app

project cover
Role

Product designer

Year

2019

Contribution

UI/UX, UXR, Product management

Company

Futurice

8fit is a Berlin based startup which develops a popular fitness and nutrition app. The app has been downloaded over 15 million times and it has won Apple design award and Google Play Store award.

After reaching global success, 8fit was facing new challenges due to the fast growth and significant changes in the organisation. 8fit didn't have robust product development processes and they didn't understand their customers well enough. Besides, the market of fitness and wellness apps was getting hyper-competitive and 8fit's competitors were catching up quickly.

During my one year time at 8fit, I designed several new features and improvements to the product and set-up user testing processes. Besides, I helped with many other tasks such as A/B testing, UX writing, product management and interviewing candidates for designer and product manager roles.

Smoother onboarding experience

I worked on several improvements to the onboarding experience because we wanted to optimise it for maximum conversion. I fixed several usability issues and made the onboarding experience more personalised based on the answers people gave during the process. The improvements showed a substantial increase in conversion and engagement metrics.

onboarding
onboarding
onboarding

Increasing the conversion to paid subscriptions

We wanted to encourage more users to buy the paid plan in the in-app paywall because we believed that previous paywall didn't do a good job of explain the benefits of the pro plan. To achieve this, I created multiple iterations of the paywall and build hi-fi prototypes with Framer X which we tested with potential users. Besides, I planned A/B tests, improved 8fit's measuring practices and analysed experiment results.

Paywall
Paywall
Paywall

Full screen workouts

I designed a new full screen view for workout instructions so that users can follow the instructions easier from a distance. Navigating through the workouts is easy with swiping and with on-screen controls. The main challenge was to provide all of the existing functionality in the full screen mode while not covering the video with interface elements.

Workouts
Workouts

Futurice's team approached their job with flexibility, focus, commitment and, above all, great compassion. They helped us keep the ball rolling through a period of significant changes in our organisation

Quoted person
Lisette Fabian
Co-CEO & VP of Product and Engineering, 8fit

Meal plan preferences

8fit had a few usability problems related to creating and adjusting a personalised meal plan. I designed an improved version of the meal plan flow which shows how different choices will influence meal options. The new version is also more flexible as it allows users to tweak individual settings without having to go through a long process.

Meals
Meals
Meals

Fitness, nutrition and lifestyle articles

8fit had a lot of interesting articles which weren't visible in the app. I designed a new articles section in the home tab which makes the articles easily accessible. We experimented with monetising the feature with a metered paywall but eventually decided to roll out unlimited access for all users.

articles
articles
articles
articles

A brand new design system built with Figma and React Native

I collaborated with engineer team to create a new design system for the 8fit app. The main goal of the project was to make the look and feel more consistent, to improve the experience with tablets, and also to make the designer and developer workflows and collaboration more efficient.

new design system

Outcome

  • Increased conversion and subscriptions with an optimised onboarding experience.
  • Helped with product management, A/B testing, user research and copywriting.
  • Interviewed and onboarded new product designers and managers.
  • Set-up user testing processes and improved collaboration between competences.
  • Designed new features and many improvements to the existing app
  • Created a new design system with developers.