EGYMS JOURNEY
OF DESIGN-LED
TRANSFORMATION
TL:DR
Dive into the transformation story of eGym, where strategic leadership and innovative design thinking reshaped its app experience, propelling it to success across 15K gym locations in 42 countries and engaging over 3M monthly active users. Facing initial dissatisfaction with a proposed redesign and concerns over a slow design pace, a visionary approach led to a redefined UX and team expansion from 2 to 6, aligning the strategy and roadmap in just 1.5 months. This case exemplifies how smart design and clear communication can revolutionize a B2B2C solution, making it indispensable for gym operations and their clients alike.
15K
Gym locations
42
Countries
3M
Monthly active
users
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PROBLEM
The innovative solution, designed to equip gyms with digital transformation tools, was initially developed in a feature-driven manner. However, over time it failed to attract new clients due to its complexity, rigidity, and lack of appeal compared to emerging competitors. And it became hard to retain even existing clients. To change this, the leadership chose to redesign the solution. Unfortunately, the well-known agency selected for the task could not deliver a robust design strategy that met the needs of both the gyms and the users. How did I approach the challenge?
MY ROLE
I conducted comprehensive research and encouraged collaborative discovery with the product management team. We identified two potential directions, keeping in mind the needs of both end-users and gyms. After defining the solution, I assembled a team and established a process to meet the tight deadline. Our aim was to roll out the first version in selected gyms as soon as possible.
Digital pass to gym
AR
assistant
I led the design team to identify the most creative ideas and rethink the digital experience with a gym.
Virtual coach in pre-GPT era
Proof of concept was built and trained in just 3 weeks. It was a revolutionary idea in 2019.
The main challenge
To move from a feature factory into a true user-centric product that people love
HIGHLIGHTS
OF THE PROCESS
It was crucial to gain the leadership's trust, there were too many changes needed.
My key to success was collaborative discovery and transparent communication.
KEY
RESEARCH
FINDINGS
Something that is totally missing in the gym in general is something that suggests what to do. Something that sort of tells me where to go and what to do. If the app told me what to do that would be the best.
Actually I don’t even take my phone downstairs with me. There is not much to do with the fitness app there. And connection is poor anyway.
KEY SOLUTION ELEMENTS
App's principles:
App's proactivity
Clear interaction
Flexible modules design
Interconnection
User motivation
Boosted club experience
PEOPLE SAY...
I just wanted to tell you how proud I am and how thankful I am for you going the extra mile so that we can now show our mobile app solution to the market. I really believe that the product that you have just developed is a game-changer for our industry.
CEO and Co-founder
