Fitment
Award-winning Gamified Mobile Fitness App
Date
2020 - 2023
Role
Founding UX/UI Designer
What I did
User Experience Design
User Interface Design
User Research
Market Research
Front-end Development
Visual Branding
User Research
Defining The User
Gen Z women are juggling work, school, and the general stress of early adulthood. While they play casual and cozy games as a way to wind-down after a long day, a lot of them aren't getting enough intentional movement throughout the day.
Throughout research, user interviews, and community engagement, I homed in on key user needs and frustrations.
Needs
Find a quick, low-effort way to stay active throughout the day
Build a consistent fitness habit without it feeling overwhelming
Stay motivated through community and social accountability
Fit exercise into a busy schedule without disrupting their routine
Painpoints
Too stressed and tired after work or school to exercise
Thinks traditional fitness feels intimidating and requires too much commitment
Doesn't have enough time or space for a full workout
Lacks motivation to work out alone without external encouragement
The Opportunity
Gen Z women need a fun, quick, and engaging way to workout to improve their wellbeing and stay physically and mentally healthy.
When women exercise, they’re happier, more confident, and less stressed, but most aren’t getting those benefits because they’re not getting enough movement. This gap between what research says and what’s happening in everyday life created a real opportunity for an experience makes exercise feel rewarding and worthwhile.
With this in mind, I established three design objectives:
01 — Convenience
Make intentional wellbeing bite-sized and accessible so that users can fit it into any time of the day.
02 — Engagement
Provide a means for fun, engaging habit building so working out doesn’t feel like a chore.
03 — Motivation
Design a low-stakes yet rewarding environment for users to stay motivated without feeling overburdened.
Discovery and Definition
Microworkouts
Staying consistent with exercise is hard, especially with a busy schedule. Microworkouts are short exercise routines, typically 5 to 10 minutes, designed to fit into everyday life, whether that's a lunch break, a work call, or a few minutes between tasks. Moving throughout the day improves focus, boosts mood, increases energy levels, and reduces stress and anxiety. The lower barrier to entry also makes getting into fitness feel a lot less intimidating.
The Gamification Advantage
So, where does gamification come in? Adding gamified mechanics like rewards, streaks, and challenges to a fitness routine makes exercising more engaging and gives people a reason to keep going. Research shows it can increase physical activity and make building consistent exercise habits feel less like a chore. It also helps during the early stages of habit formation, when motivation to keep exercising tends to drop off the most.
The Competitive Landscape
I analyzed popular video games and mobile apps across the fitness sphere and gamification market to get a better understanding of what Fitment’s users were looking - and not looking - for.
Final Solution
Fitment closes this gap by providing gamified, bite-sized workouts for casual gamers, fostering positive habits, and improving physical and mental well-being through features like customizable workout plans and daily streaks.
Accessible fitness for any occasion
Single, catch-all workout format couldn't accommodate the wide range of lifestyles, environments, and physical abilities that users brought to Fitment. To address this, I designed three distinct workout modes, each tailored to meet users where they are.
Quickfit
Designed for users who want an energizing, full-body challenge they can squeeze into any part of their day.
Sitfit
Features exercises specifically designed for user to move without leaving their seat. This mode offers a more accessible fitness experience for sedentary workers and users with limited mobility of physical restrictions.
Stretchfit
Built around gentle stretches and slow movement for users looking to decompress or simply don’t have the energy for a more intensive workout.
Gamifying good habits
Fitment’s streak system encourages daily movement by tracking consecutive workout days and rewarded users for maintaining them. A streak calendar let users visualize their progress over time, making the habit feel worth protecting. Daily and weekly goals added another layer of structure, offering rewards for completing workouts, giving users both small wins and longer-term targets to work toward.
It’s more fun with friends
Fitment’s friend system let users connect with each other and send encouraging nudges to keep the momentum going. Users could also join teams of random players and contribute their workout minutes toward shared weekly challenges, adding a layer of friendly competition and mutual accountability, giving individual effort a sense of shared purpose.
A seamless FTUE
Fitment’s onboarding process balances key information with brevity, simplicity, and engagement. I designed this experience to tell a story that ties into Fitment’s narrative, introducing characters and mechanics along the way. Users are also given a beginner checklist with exclusive rewards for discovering features and completing their first workouts.
By the end of 2023, Fitment’s day one retention rate was 35% - over 1.5x the market average of 20%.
