One design team, ten apps, five million people

How we worked across the portfolio

Most apps in the portfolio shared the same funnel: a user installs, goes through onboarding, meets a paywall and either subscribes or leaves. That shared funnel let a small team have a big effect, because a lesson learned in one app could be tested in the next.

• Shared standards and a design system. I introduced usability standards and a cross-app design system. Handoff from design to development got 30% faster.
• Fast test loops. With Growth, Product and Engineering, we ran A/B tests and quick qualitative sessions on onboarding and paywalls, then reused what worked across apps.
• A team built around experimentation. I managed and mentored three designers, building a culture of experimentation and data-informed design.

Across the portfolio, this raised onboarding completion by 18% and paywall conversion by 12%, and improved App Store ratings on several apps.

Fitness AI: showing value in the first minute

New users did not understand what made the app different, so many left during onboarding. Frequent actions also took too many taps.

• Onboarding redesigned to show personalization and the user's goal up front, before asking for commitment.
• A bottom navigation bar for faster access to Workout, Challenges, BodyScan and Planning.
• BodyScan, a new feature for tracking progress visually, with body fat, lean mass and BMI estimates.

Fithub: a reason to open the app every day

Fithub users logged workouts, but that alone did not build a daily habit. We extended the app into everyday health behaviors, which created more natural reasons to return.

• Onboarding that connects each user's goal to the features that support it.
• Fasting and water intake tracking, added to a redesigned daily dashboard.
• A progress tab with clear weekly charts.

Sculpt You: one home for fitness, food and wellbeing

Sculpt You had workouts, nutrition and wellness content, but they lived in separate places. The redesign brought them together.

• A new home screen where users see today's workout, swap it for another, and get an overview of meals, programs and on-demand workouts.
• Visual tags that make workouts and programs easier to scan and find.
• A better in-workout experience, with exercise previews.
• Accessibility improvements for a wider range of users.

Reflection

Leading design for a portfolio is different from leading one product. The most valuable thing I built was not a screen but a way of working: shared patterns, shared metrics and a team that treated every release as an experiment.