Fitness Formula App Redesign
Redesign of an app for one of Russia's largest sports nutrition and supplement store chains with 40,000 customers.
Context and Challenges
The business wanted to improve order conversion rates, increase user engagement, enhance the main screen's effectiveness, streamline the catalog, improve search, and simplify checkout - all within three months. A key requirement was working with the existing backend without major changes.
I joined the team as Art Director and Designer, handling research, visual concepts, prototyping, and testing.
Research
We analyzed app store reviews, interviewed Fitness Formula users, and went undercover as mystery shoppers. We also separately interviewed competitors' store users to identify deeper issues beyond surface-level problems.
We discovered that users get lost in the catalog due to overly complex categories, struggle to check product availability in stores, and find the search inconvenient. Most customers have never even visited the promotions section. The city selection tool is poorly designed for residents of megacities—our core audience. And that’s not all...
Experiments
We formulated and selected potentially effective hypotheses to test in rapid UX tests. For example, we removed unnecessary elements from the main screen and moved key catalog categories higher to potentially increase catalog visits. Or showing products directly in catalog categories instead of nested subcategory lists.
Problems and Solutions
The new design replaced story-like circle links and the delivery section with a row of important sections promoting deals, sharing news, and answering delivery questions. The main screen also gained space for order status information.
We redesigned the city list to be more compact and informative. Major cities with store locations are duplicated in a separate popular cities block.
The key catalog change was introducing a second category level to group categories by product types. Previously only two categories fit per row; now three fit. We reduced card height to show more subcategories on screen and shorten page length. At the same time, product collections are available on all nested catalog screens.
Product cards became more information-dense, with new blocks showing ratings and local store availability. Users can now toggle between product variants (different weights or package counts) and see pricing for each option.
Products can now be added to cart directly from category pages, not just product pages.
The redesigned empty cart suggests visiting the catalog and shows recently viewed items for quick adding.
We completely redesigned the checkout screen, simplified the form, and made delivery method selection clearer and more convenient. We also added the ability to pick up your order in parts from different locations when selected items aren't available at one. Items with different delivery times can now be in one order and will simply arrive in parts.
The new search shows results from first letters typed, searches brands, and displays history.
The profile now shows loyalty card barcodes, current order statuses, and quick purchase history access. Settings and helpful service information about payment and delivery methods are also here.
Results and Feedback
In three months we completed several iterations, tested scenarios, and redesigned all screens.
Unfortunately we don't have quantitative metrics, but I do have feedback from the product team 👍
After fixing the most critical bugs, positive reviews started appearing in app stores.
Roman Beno, Art Director and Product Designer
Dasha Lukshina, Product Designer
Robert Kavaev, iOS Developer
Ainur Minibaev, Product Manager
Designed at product development agency "Technaxis" in 2024