Freeletics Digital Product Design
Natalia Patiño
2016 - 2023
Role: Head of UX / Senior Digital Product Designer
In 2013, Freeletics began disrupting the fitness industry, a multi-billion-dollar industry previously dominated by stationary gyms and exclusive personal trainers. Today, after growing globally for the first five years as a bootstrapped startup, Freeletics is the leading provider of AI-based fitness and lifestyle coaching. With a community of 55 million users, and an expanding product portfolio, Freeletics has become one of the fastest-growing fittech companies in the world.
Responsibilities
Leading and mentoring the UX team, fostering professional growth and skill development
Guiding the UX design process, promoting human-centered design and innovation
Defining the product's UX vision, collaborating with executive leadership to refine it
Aligning UX strategy with product vision and business goals, ensuring team understanding
Presenting design concepts to stakeholders, gaining support for decisions
Directing strategic user research to shape product vision and strategy
Analyzing feedback and metrics for user experience enhancement
Establishing consistent UX design principles across projects
Managing budgets, timelines, and resources for strategic alignment and quality execution
UX Team
1 Design Manager
7 Digital Product Designers
1 Research Manager
3 User Researchers
1 Content Designer
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Posted Feb 1, 2024
Led the UX team at Freeletics, driving user experience strategy and design across all product areas to support millions of users on their fitness journey.
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