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> about the project

FitKit is a mobile app that gives its users unlimited access
to hundreds of activities in the best fitness & wellness studios.
Workout anything, anywhere and anytime.

My Role: Branding, Visual Identity & Product Design, UI/UX
Vladimir Vasilevski: Product Design, UX/UI & Prototype
Irena Ljubik, Mario Ampov, Marko Ivanovski: Development

Year: 2017 - Present
This is an ongoing project which is updated continuously.
Not interested in the Case Study?

This project contains 2 parts:
Branding & Digital Product.

Currently, I'm working on the branding and brand book,
so at this point I won’t be showing the case study on it.
However, I decided to start off with a few images
to give a general overview of the brand's look and feel.

Digital Product

> persona

To get a better understanding of the potential user of the product we started with the method of creating a persona. This persona is a representation of the ideal FitKit user and will guide us throughout the process of product design.


- Works from 9-5h, sometimes overtime.
- Practices pole fitness 3 times a week, yoga 2 times, and runs occasionally on the weekends.
- Already pays 2 subscriptions monthly, and would like to try kickboxing.
- Cares about her image and leads an active social lifestyle.
- Travels often.

Skopje, 26y, Project Manager, Model.

- She wants to be able to schedule her workout classes more flexible, so she won’t miss any.
- She wants to spend less money on monthly subscriptions.
- She wants an easier way to experience new activities.
- She wants to be able to easily book and attend a work out while traveling.

> the core user journey

The main function of the app is booking an activity so the goal was to make this action simple and accessible for the user. In order to successfully accomplish this we developed tree main steps for the core user journey:

Discover an activity!
Scroll throughout different activities & choose one you like.
Learn about it!
See the activity details & timetable with available classes.
Book an activity!
Choose a time most suitable for your schedule & book your next class.

> wireframes & user flow

Below you can find the screen blueprint, a visual guide representing the skeletal framework of the app along with the user flow, a series of steps the user takes to achieve a meaningful goal.

Although booking an activity is the core user journey of the product there are several other user flows supporting this journey. Here are some of them: Choose a City, Find Activity, Buy Credit/Subscription & Favorite Activities.

> the home page

In essence, FitKit is for users that are using or would like to be able to use different types of fitness activities as part of their active life routine. The users are interested in multiple activities, rather than a particular studio.

For this reason the home page of the app became a timeline of activities - Activity Feed. All of those activities are sorted in different categories, which the user can navigate trough the category navigation bar.

> welcome & registration

When we first launched the product we didn't collect any info from the users. The users had a choice to log in with Facebook or by creating an account, but non of the options had any additional info requirements rather then e-mail and name. As a result of this we faced a low app engagement.
Shortly, this became the biggest pain point of the product's user experience. The main reason for this pain point was that the product didn’t have any relevant info about its users and therefore it couldn’t offer them relevant activities.

Our hypothesis was that if we have more info about the users we would be able to offer them more relevant activities.
To test the hypothesis we needed to find a way to learn more about our users in the most safe and non invading way possible. Additionally, we knew that if our users don't see any value in giving this info they simply won't do it.

Bellow you can find some of the screens that we developed for the on-boarding (Create a profile) user journey.
At this point, we had two types of users to consider: New and existing ones. Therefore, we needed two different user flows for completing the same task.

1. First time users, from whom we will get needed data in the on-boarding process.
2. Existing users, from which we will have to encourage profile completion.

To encourage our existing users to update their profiles we offered a minor feature - Favorite Activities, that they will get access to upon successfully completing their profile.

After implementing this, we noticed a significant increase in the booked activities and users retention. The ability to offer relevant activities to the users based on the personal data that they have provided proved to be essential.

> custom icons

The product offers different types of activities in different studios, each belonging to a different category. With presenting a list of different activities to our users we needed a way to quickly communicate what type of category a particular activity is.

To do this most effectively we decided on using icons.

The category list is constantly growing, but below you can find some of them.
The category icon is located on the activity card. If you take a closer look at the home screen you can find it right next to another icon, but this one holds a number. This number is showing the amount of credits the specific activity costs.
Both, the credit and the category icons use the same shape and color - yellow circle.
The yellow color is a detail color and it is used to indicate the most important information on every app screen.

Тhis is an ongoing project which is updated continuously.