Building a highly differentiated weight-loss offering from zero to one for cult.fit

cult.fit transform is a fitness offering focusing on reaching your fitness goals with the help of long term habit building and behaviour psychology.

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I started by brainstorming with the product team to outline the core differentiating philosophy for cult.fit Transform - a long term sustainable habit building led weight loss training program that does not rely on crazy workouts, starvation and fad diets. i initiated user research to find out key motivating factors for people seeking to lose weight, mapped their insights, built personas to cater to and outlined key user flows.

I explored and wireframed different ways to break down large fitness goals into sustainable daily habits. Measured the pros and cons of different UX approaches and helped ship the v1 of the product in a very short timeframe of 6 weeks. But soon enough, we figured out our users weren't sticking to our offering for more than a few minutes a day, and out retention and conversion numbers were not meeting the targets we had set for ourselves. It was time for an intervention - a design thinking led intervention!

I conducted user studies to identify problems in product discovery, user retention levers and identifying shortcomings in app engagement. Based on the insights, I brainstormed with the product team to create product and design led fixes for our next launch. After a patient 90 day period post v2 launch, we saw a considerable shift in our target KPIs in the right direction!

The v2 designs were considerably different from both a functional and visual standpoint as compared to the v1 designs. Following are the UI considerations as well as the product level additions that helped us truly "transform" the face of cult.fit Transform!