Fitbug, 2015

A complete personal trainer

Fitbug was one of the first companies in the field of exercise tracking. But after trying to keep their position in the market as a tracker manufacturer, the company decided to focus their efforts on the software side. The new goal was to develop a series of apps to help people achieve their lifestyle goals while using any activity trackers they owned. At that point I joined them to lead the design system of the apps as well as the user experience in them.

My role

I was hired as a solo designer when the company was making the turn to focus on software. A brand was in place but it needed an update as well as a desing system for its digital applications. I reported to the CTO and the product manager with whom I worked really close with, altogether with a small development team, to ensure we delivered the best possible results.

The process

From the very beginning we worked against the clock to try and have early prototypes that we could launch and test. In that environment working collaboratively was key. We used a ‘sprint 0’ to try to make sure we had a design in place before features got into development but quick amendments and fixes where often needed.

Main challenges

The company had many competitors that were developing their own device but also had good software supporting them. Our missing was not only to track exercise but ‘lifestyle’ in general, so we have to add to the competition all the tools that were specialised on tracking specifics such as exercise, food and sleep. We needed to be that ‘jack of all trades’ while being precise enough in all the tracking types.

The business strategy also required the product to be seen as a premium one, and design was key on this, from both branding and interaction points of views.

Final design

How the app behaved and look was constantly evolving and changing, responding to users feedback, business needs and technical requirements or difficulties. Despite that all had to fall into a consistent modular language.

The balance between keeping a consistent language across the app and having visually recognisable sections was to bear mind.


We released multiple fitness plans apps that were sold both in the App Store/Play Store and retail. The product got some user adoption but its complexity required a lot of work in order to ensure its high quality. No only from a development point of view but also from a design and interaction perspective: Navigation, mid/long-term user engagement and better content curation are some of the topics we were to explore further with help of user testing and qualitative feedback.

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