Building a Unified Fitness Platform Under a Tight Timeline

From Concept to Cross‑Platform Launch in Six Months

This project combined a responsive WordPress site with a hybrid mobile app (iOS + Android) to deliver on‑demand workouts from a professional athlete and coaching team. The website served as the marketing hub, knowledge base, and support portal; the app delivered the training experience and progress tracking. Mid‑build feature changes, shifting MVP deadlines, and evolving leadership goals meant constant iteration—yet the final launch still hit its window and exceeded adoption targets.

Duration
  • 6 months - initial site and app build
  • Ongoing support. (App transitioned to native‑only in v3 eighteen months later.)
Role
  • Lead Developer & UX Designer
  • Cross‑Platform Strategy & Coordination
  • UX Research & Iteration
  • App + Website Build & Launch
Scope
  • Website: 4 public pages + 2 hidden landing pages
  • App: Hybrid build (AppPresser) with LearnDash LMS
  • Custom PHP + API integrations for workout data
Tech & Tools
  • WordPress site with custom PHP and API integrations.
  • Figma Wireframes
  • LearnDash LMS
  • AppPresser
  • Hotjar
  • SEMRush

Discovery & User Priorities

Early interviews with beta users revealed three must‑haves: friction‑free onboarding, clear workout progress indicators, and a unified voice across web and mobile. Analytics from a prior microsite showed drop‑offs in signup flow and confusion over equipment requirements.

User flow

Consistant visual indicators

Understanding Their Users

UX Mapping & Feature Planning

I mapped CTAs and user journeys for both platforms, ensuring parity between website funnels and in‑app flows. LearnDash powered progressive lesson unlocks; daily email triggers nudged accountability. We layered badge gamification to boost motivation.

Rapid Iteration & Changing Requirements

As the project evolved, the leadership team prioritized an earlier MVP launch and introduced new trainers and workout flows to reflect growing user interest. These updates were driven by a shared goal: get users moving faster, with more options.

To keep momentum, I used weekly Hotjar sessions, app analytics, and direct Slack feedback to inform changes. I restructured the menu to support trainer filtering, refined the navigation flow, and rebuilt key pages—often overnight—to keep everything on track.

App Store Listing

Sitemap - Before & After

Tightened CTA's for Best User Flow

Transition to Native‑Only

Eighteen months post‑launch, usage data showed 90 % of workouts happening in native shells. We retired the web‑based version, updated landing pages to focus on iOS/Android downloads, and curated a migration FAQ to avoid churn.

Outcomes

1000+ users

In 90 Days of Launch

84% retention

Exceptional retention with only 16% churn rate

4 star

Positive user feedback between App Store & Google Play

+3
Trainers

Added 3 trainers to network

Personal Growth

This project pushed my UX skills beyond the screen—into strategy, communication, and systems thinking. Balancing evolving user needs with leadership expectations taught me how to adapt quickly without losing sight of clarity and consistency. It was the kind of challenge that made me faster, sharper, and more confident in my ability to lead cross-platform design efforts from research to release.

Hybrid → Native Learning Curve

Building in AppPresser while prepping for native taught me to design for portability.

Iterate Fast, Document Faster

A living Figma file and Monday based task board kept leadership aligned during pivots.

Unified Voice Across Platforms

Consistency in wording, visuals, and CTA timing raised trust and reduced support tickets.

Performance Under Pressure

Six‑month dual‑platform launch sharpened my prioritization and stakeholder‑communication skills.

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