Yes.Fit App

A refresh that had to perform, not just look better.

As the sole designer, I led an end-to-end redesign of Yes.Fit for 44,000 active users. The old app was dark and masculine, and it alienated the core audience: middle-aged women. Research also showed deep frustration with navigation and goal visibility, and that the fitness imagery did not reflect realistic, attainable body types.

Working within React Native constraints, I had to improve form and function while keeping the features people relied on. The bet was that aesthetics would drive first engagement, and personalization would drive whether anyone stayed.

Target, plan, design, ship.

I ran interviews, surveys, and usability tests across the range of users, from competitive athletes to casual fitness seekers. That research reshaped onboarding, which people had found confusing, into a guided, goal-oriented flow that lifted completion and first-week retention. It also drove a more visual, personalized dashboard for progress and goals.

• Target. Find the real pain points and hurdles current users hit.
• Plan. Reorganize the flow and layout around how people actually move through the app.
• Design. Build mockups that prove out the new direction and UI.
• Ship. Test, gather feedback, and release the update.

A friendlier visual language.

I built a flowing, gradient-driven system of shapes that felt playful and inviting, and worked across both marketing and app surfaces. The expanded palette reflected user preference rather than habit. Onboarding captured 5× more preference data, which fed AWS Personalize for machine-learning recommendations.

We A/B tested personalized race recommendations against the legacy algorithm and saw 34% higher completion in the ML cohort. The insight held up: aesthetics drove the first session, relevance drove retention. We tracked session depth and challenge progression, not just daily actives.

From Sketch to Figma, then to engineering.

When a new CPO joined and wanted to be hands-on, we moved to Figma. I built components with variants and states, which made our twice-weekly design sessions productive and gave engineers patterns they could grasp quickly. I set up external critique loops with the CPO, customer success, and a handful of power users, and documented the rationale behind every major decision to prevent scope creep.

Then I worked closely with developers to turn the system into styled, reusable components shared across the native app and the website, so consistency held in code, not just in the file.

Looked better, and behaved better.

After launch, the existing base raved about the simpler navigation and cleaner look, and registrations and race participation rose alongside marketing. The more telling result was behavioral: users who engaged with the new representative imagery in their first week had meaningfully better 30-day retention, 28% higher challenge completion, and 15% longer sessions. We moved past preference to measuring outcomes that mattered to the business.