Fitonist

Fitness workout app

4 months

Average app usage lifecycle

24 minutes

Average app usage lifecycle

31%

Average trial-2-paid subscription transition

4 months

Average app usage lifecycle

24 minutes

Average app usage lifecycle

31%

Average trial-2-paid subscription transition

About

Fitonist - a new fitness application, enriched with AI assistance and custom gamification system.

Introducing the ultimate gym companion: the Fitonist app. Achieve your gym goals and reach your full potential with this all-in-one app designed for all gym-goers.

Stay motivated and fit with a wide range of exercises that are completely free. Whether you're a beginner or a seasoned pro, the app offers customized workout plans to suit your needs and help you reach new levels of strength and endurance.

Services

Branding

UX / UI Design

Website development

Art Direction

Amount of users

10k

Investment level

$ 20m

Industry

Technology, Healthcare

Challenge

The apps in education, wellness, and training spaces suffer from poor retention. Users download them and delete either throughout onboarding or after 3 days of training.

We had to make a customisable app with scalable & engaging UX so user stay

the “fitness apps” space is overcrowded, so we had to help define a narrow target audience, and make the app the best choice for them amongst huge players and hundreds of other apps launching every day.

Most of the direct competitors decide to cut costs on the smart watch versions, investing "little to no" usability research efforts into them.

We had to turn that into the app's core advantage.

Branding

We ran a moodboarding testing stage - validating the mood with actual target audience.

We tested five concepts and asked the audience which corresponds to the core values better (strength, endurance) - gradient won!

Visual brand assets

The fonts, blank spaces, and visual elements correspond to the best accessibility practices - to deliver the key message non-verbally for customer acquisition, but to not drag much attention from existing users while exercising.

UX/UI

The "gym apps" space is overcrowded, and there is a couple of big players that any upcoming apps competes win.

“To retention through engagement”

We decided to focus on a small market segment that lacks training customisation options (athletes and long term gym members), and structured the flow to play around those big apps' main weakness with that type of users

Analysis trackers see everything but understands nothing

We additionally made a custom admin panel for the product owner to track usage behaviour & run tests conveniently.
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We architectured the data in a way that doesn't drag much focus from data, and established as clear as possible custom on-boarding for any newcoming product managers cooperating on app's success.

“To retention through engagement”

Throughout the research we defined that the vast majority of the app's target personas uses smart watches while training, so we made sure to make a quality custom version for them.

B2C mobile apps do not only compete directly, but also in-directly with social media giants that occupy ~80% of screen time of every smartphone in the world.

We've developed a custom gamification system to make the app as engaging as possible for users to not quit until they have fulfilled the workout plan.

We also added AI helper for the segment of users that struggle with structuring their workout plans.

It's not intrusive as we decided to not position the app as another "AI app", but it worked well on the retention side, which is a historical cornerstone of such apps.

We automatically separated the training content on female and male for users to resonate with workout easier and assure they exercise correctly to actually meet their fitness goals.

Development

The backstage story is simple. We wanted to create a breath-taking website with custom animations, and make it perfectly accessible from McDonalds Wi-Fi.