Giona FossatiProduct Designer

1FIT2023–2024

The redesign that moved 1FIT’s iOS app NPS from 55 to 82

  • iOS app
  • B2B2C
  • Redesign
  • White label
Client
1FIT, fitness startup
Role
Sole product designer (freelance)
Period
April 2023 – December 2024
Team
A tech lead, two full-stack developers, a product co-founder
Goal
Redesign the native iOS app to make daily logging intuitive and the fitness journey easy to explore, within what a small bootstrapped team could build, and in a way 1FIT could sell as a white label app to coaches.
Impact
Net Promoter Score 55 → 82

Interactive prototype

Final result

Section
Which phone
Before
The old home: a date strip, the next session, two progress bars and one daily task.The old Training: a programme name, a progress bar and a list of routines.The old Nutrition: calories, three rings labelled P, C and F, two meals and a Track Nutrition button.The old Progress: four cards for Activity, Physique, Recovery and Health Markers.The old Coaching Hub: a vault of folders, with check-ins in a second tab.
After
The new Overview: coach feedback and today’s tasks first, then the phase, today’s workout, calories and the metrics.The new Training: today’s workout with Start Workout, steps and cardio, then the plan.The new Nutrition: calories and macros with Log Nutrition at the top, then today’s log.Steps, one of the metric pages: a week of bars, the average, the change against last week and the logs behind a button. It opens from the home.The new Coach Hub: the coach, then the check-ins with their status.
Inbox: Not part of the redesign

Progress left the bar: each metric opens from the home. Why →

Background

About 1FIT: the B2B2C model

1FIT is a bootstrapped startup that sells personal trainers an app for their clients, under each trainer’s own brand. The coach sets the plan on the web; the client logs training, food and check-ins on the phone; the coach answers. I worked with them as a freelancer from spring 2023, when they served about 350 coaches and 10,000 clients and the team was rebuilding the hybrid app as a native one. I was their only designer.

#1 How 1FIT works: it sells coaches two apps, a web app to manage their clients and a mobile app for the clients themselves.

Constraints

  • A soft white label: each coach could change the logo and the accent colour, nothing else.
  • A small bootstrapped team, one tech lead and two developers, so every screen had to be worth building.
  • A full rebuild, from hybrid to native, due in September: a chance to change the structure, with no time to redesign twice.

Problem

Finding the problems: UX audit

The brief was “make the iOS app better”. Before redesigning, I suggested a UX audit of the whole app: I defined the clients’ jobs to be done, found the usability issues and ranked them, and suggested metrics to measure how the app performed. We couldn’t track those metrics, so we chose to measure the NPS before and after the release. Below are the main findings, and the deck I presented to the client.

User’s job to be done
  1. Reach their fitness goal
    Desired outcomeQuick logging, and visible progress towards the goal.
  2. Receive personalised guidance
    Desired outcomeMore prominence for what the coach creates: feedback, the fitness journey, resources and messages.

Issues found

  • High priority

    The home had no clear purpose

    A date strip, the next session, two bars and one task on a banner: a mix of sections, with nothing to do first.

  • High priority

    Logging sat two or three taps deep

    The action the app lives on was hidden under Progress and Nutrition, with no sign of how far you were from your targets.

  • High priority

    The daily check-in asked you to remember

    Free fields instead of choices, and no way to save it half done.

  • High priority

    The coach’s feedback was buried

    Check-ins sat in the hub’s second tab, and the coach’s reply at the bottom of the detail.

  • Medium

    The coach’s reply came last

    Inside a check-in, the feedback sat below everything the client had written.

  • Medium

    The weekly check-in came in tabs

    A long form split into tabs made a weekly task slower than it had to be.

  • Medium

    Easy to slip mid-workout

    Entering sets and weights during a session invited mistakes.

  • Low

    Workout details were hard to read

    Jargon and dense lists, on the screen people check right before training.

  • Low

    A rare action took a lot of room

    Moving exercises around got more space than how often anyone does it.

Title: 1FIT, UX audit, by Giona Fossati.
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Decision 01

A coaching app, not a tracker

The old app looked like every other fitness tracker. But people don’t come to 1FIT to track their steps. They come because they have a coach, and the coach has a plan for them. Logging is just how they follow it.

Other trackers: built to show progress

  • GrowPal’s Today screen: cards with a ring, a step chart, a sleep chart and a calorie chart.GrowPal
  • GO Club’s home: a week of steps as a large bar chart over the top half.GO Club
  • Gentler Streak’s home: an illustration, a message and an activity line chart across the screen.Gentler Streak
  • Train’s workout home: a large recovery ring and the week below it.Train
#2 GrowPal, GO Club, Gentler Streak and Train are built to show progress over time. 1FIT had a different job: get the day logged, so the coach can answer.

So I built the home around the plan. At the top, what to do today: the check-in, the workout, what to log. Right under it, the phase you’re in, set by your coach, and how far you’ve come. That phase card was the big change. It tells you you’re on a path someone built for you, and that logging is how you move along it. The charts didn’t go away. They just moved one tap away, off the home.

  1. “What do I do today?”
  2. “Why am I doing it?”
  3. “What’s left to do?”
#3 The new home answers three questions, in order: what to do today, why, and what’s left.

These changes came with a trade-off: clients who want to explore their charts now need one more tap. Next to other fitness trackers, 1FIT might look like it does less. Showing clients their progress over time is the first thing I’d explore in the app’s next iterations.

Decision 02

Easier and faster metrics logging

Most days, a client opens the app for one thing: log what they ate, what they weigh, what they trained, and see where that leaves them against the plan. In the old app each of those sat a few taps away, with no sign of how they were doing.

Now the way to log something sits next to the number it changes, in the same place on every screen, one tap from the home.

#4 Where logging lived before, and where it lives now.

After

Before

#5 Every metric now shares one template: the trend first, the way to log in the same place, the details one tap away.

Decision 03

A look any coach can brand as their own

1FIT sells the app to coaches, who give it to their clients under their own name. With a bootstrapped team the brand swap had to stay cheap: a logo and one colour. So the design has to look right with any logo and any colour. I kept everything else quiet, white and grey with one typeface, and gave the colour one job: it marks what you can act on.

The price is that 1FIT’s own app looks plainer than it could.

#6 The same home under four brands: 1FIT and three example ones. Only the logo and the accent change.

What shipped

Everything above shipped in the native app in September 2023, then updated through 2024.

  • The home as today’s tasks and the phase; training, nutrition and the Coach Hub rebuilt around them.
  • Daily and weekly check-ins, set up by the coach; the check-in opens with the coach’s reply, and the list shows which ones have one.
  • The metrics each client tracks, chosen by the coach, so the home shows only those.
  • One template for every metric.
  • An iOS design system, built for the app.
  • A design ready for the white label: one logo and one colour per coach.

Impact of the redesign: NPS 55 → 82

1FIT ran the same survey before the redesign and after it, in January 2024: 552 sent, 152 answers, an NPS of 82 against 55. The same release moved the app to native and added other features, designed and developed throughout 2024.

Not shipped

What I’d build next

The goal of this redesign was to give what existed a better structure and make it simpler, and that is what shipped. What it didn’t give clients was a clear view of the end goal, the reason they were doing it all: reaching their fitness goal.

The next design exploration would focus on visualising progress over time towards that goal, with more weight on the coach’s feedback. In particular, I’d redesign the weekly check-ins’ feedback and the phases visualisation, so that we can support user motivation through visualisation of their change over time and progress in the fitness metrics.

A check-in in the Coach Hub: the coach’s feedback first, with a feedback video and a reply button, then the progress photos and the client’s own answers.
The Phases screen: past phases folded at the top, the current one, Maintenance, week 7 of 8 with its goal, then the phases to come, Bulk and Prep, and the shows ahead.
#7 The screens I’d start the next iteration from: the weekly check-in’s feedback and the phases.

What I learned

Choosing trade-offs that matter

The most important decision wasn’t a screen: it was choosing what the home shows first. We put the coach’s plan first and moved the charts one tap away, knowing the trade-off: next to other trackers, 1FIT would look less polished and modern.

Design for the user’s higher-level goal

We made logging easier, and that shipped. What I’d do differently is show clients what their logging adds up to: their progress towards their goal.

Behind the work

Product design
Giona Fossati: the audit, the interview, the IA map, the iOS app’s UX and UI, its design system, the white label
Product and sales
A co-founder, who had designed the first app and brought me the coaches’ feedback
Engineering
A co-founder as tech lead, two full-stack developers

Questions about this project?