BODY COACH
I worked for Joe Wicks as his Lead Product Designer on the subscription-based fitness app focused on engagement, habit formation, and long-term retention. Improving how users start, build, and sustain routines, driving both conversion and ongoing engagement.
My impact
01
Led the design of features like 'weekly challenges' built around habit formation, making consistent repeat usage feel natural, not effortful.
The result was stronger long-term engagement across a user base of 400,000 people. with a noticeable change to drop-out statistics over a 6 month period
02
I led the redesign of the app's 'Eat' experience, making healthy eating easier to understand and helping users better connect nutrition with their fitness goals.
Discovery work showed that key food educational content was too deeply buried. The design work focused on surfacing that content, and testing showed a clear improvement in users' understanding of how meals and workouts worked together.
03
Led improvements to the subscription journey with a focus on the paywall,
where drop-off was highest. Simplified pricing, stronger page hierarchy, and reduced friction at the point of decision made the value proposition impossible to miss — directly improving conversion and feeding through into broader gains across onboarding, engagement, and retention.
The updated experience significantly outperformed the previous version, particularly during a key seasonal growth period.
I worked closely with product and research to understand user behaviour, motivation, and drop-off points across key journeys.
I focused on simplifying flows and clarifying key actions to support habit formation and ongoing use.
I used testing and iteration to refine the experience and ensure it supported consistency, motivation, and long-term engagement.
How I worked at The Body Coach
Selected case studies
A selection of the most recent works
Lloyds banking group
Vodafone Group
The Body Coach