Juimy
Created a fruit juice brand from scratch, a project developing a Vietnamese fruit juice brand that offers pure, natural juices made from locally grown fruits.
Celebration experiences that highlights user achievements, track progress, and encourages consistency with streaks and streak freeze.
Preview 👀
TL;DR 🧾
Context
Reshape is an AI-powered fitness coaching app designed to help users build lasting, healthy habits.
The app's objective is to help people around the world lose fat, get stronger, and build sustainable fitness habits through an AI-powered, multi-modal coaching platform (voice, image, text), to guide people through personalized workout and nutrition plans. Reshape’s mission is to make expert-level fitness coaching accessible, effective, and affordable for everyone.
Reshape is now redesigning its platform to boost user retention, expand its subscriber base, and strengthen its position in the digital fitness market.
Problem
Most fitness apps including Reshape fail to keep users engaged long enough to form lasting habits
Reshape is competing in a saturated market of generic fitness apps, which are:
Overly manual and time-consuming, creating friction in logging and progress tracking
Lacking personalization and accountability, causing users to lose motivation and drop off early
Low engagement and retention hinder user growth. Only 10.97% of users stay by Day 7, with a 97% drop-off in key feature usage.
Previous Reshape interface:
Goals
Reshape needs a redesigned experience that is
Solution
To guide our design process, we framed our challenge with these "How Might We" questions:
User Engagement
How might we integrate a reward system to provide a clear and visually motivating summary of a user's daily progress?
User Retention
How might we use hyper-personalized AI workout plans to build long-term habits and keep users invested in their fitness journey?
Research 🔍
Competitive Analysis
Learning from Reshape's competitors, what's their strengths and weaknesses
Purpose
To position Reshape to break the frustrating cycle of user drop-off in a crowded market, my teammates and I conducted a competitive analysis. Our goal was to understand why existing products fail to sustain motivation and to define a unique strategy for Reshape that would provide a truly rewarding experience and help users build lasting, sustainable habits.
I chose direct competitors that offer similar all-in-one services for meal tracking, fitness, and habit formation. These are the apps we are directly competing with for the same user base.
Oura, Whoop, & Fitbit: These were chosen to set a standard for the data visualization. Their ability to make complex health data simple and actionable is key to creating a rewarding and non-tedious user experience.
Flo: Selected as a benchmark for beautiful and supportive user interface design.
Quantitative and Qualitative Research
Understanding why people train - through numbers, stories, and real voices
Purpose
Phase 1: Quantitative Survey: We surveyed 51 respondents to gather statistical data on user demographics, current fitness habits, and primary health goals. This provided a broad understanding of our target audience.
Phase 2: Qualitative Interviews: To understand the "why" behind the data, we conducted in-depth interviews with 7 individuals, ranging from beginners to experts. These sessions focused on their core motivations and challenges and allowed us to gather first-impression feedback on our home and nutrition screens.
Reserach Insights
Understanding User Needs Across Fitness Levels
Our research revealed distinct needs between beginners and experienced users, helped define the scope and design of the Reshape:
Beginner Users
Need clear fitness plans with guided, achievable goals.
Motivated by visual celebrations, streaks, and small daily rewards to stay consistent.
Prefer light, supportive AI feedback rather than data-heavy insights.
Experienced Users
Seek advanced, adaptive fitness plans that evolve with progress.
Motivated by long-term achievements and tangible or collectible rewards.
Expect AI to act as a smart coach—analyzing data and giving personalized performance feedback.
Both
Want a balance between motivation and data-driven guidance to sustain engagement over time.
Competitors Insights
Fitbit, Strava, Apple Health: Use challenges and badges to motivate users through recognition and accountability.
Strava: Adds leaderboards to create social competitiveness and community-driven motivation.
Duolingo: Uses streaks to build commitment and encourage consistent daily engagement.
MyFitnessPal & Noom: Celebrate progress with visual feedback that reinforces user effort and motivates continued use.
User Persona
Two types of fitness seekers emerged: one focused on performance, the other on staying motivated
Based on the collected insights, I created two personas to help guide the design and development strategy
Design 🎨
Design Insight in Action #1
Reward System
This feature rewards users with badges and celebrations to recognize progress and motivate continued engagement in their health and fitness journey. With this feature, beginner, consistency-seeking users like Alice can:
Celebration Pop Up
*Illustrations shown are temporary assets. The final badge and celebration visuals will be developed by Reshape’s graphic design team for brand consistency.
Achievements Section
Profile page currently shows user’s fitness journal and nutrition targets. I believe this is an ideal page to add achievements section because it centralizes personal progress and keeps motivation tied to their overall fitness journey rather than a separate feature.
Celebrations Page
Design Insight in Action #3
Streak Freeze
Streak Freeze helps users stay consistent by saving their streaks and fostering friendly motivation through streak-based comparisons on the leaderboard. With this feature, beginner, consistency-seeking users like Alice can:
Success Metrics 📈
Result
My designs are being implemented by the Engineering Team and will be launch to Reshape users by the end of this quarter. Once launched, we seek to measure:
I worked with Emily during a 10-week CoCreate program, where she contributed as a UX Design Intern. From the outset, Emily demonstrated professionalism, diligence, and a remarkable attention to detail. She consistently delivered thorough, well-documented work and communicated her ideas with clarity and confidence. Emily was proactive in her approach, readily engaging in team discussions and taking initiative to ensure tasks were completed to the highest standard. She is also very humble and patiently puts effort in understanding the context. Her enthusiasm, collaborative spirit, and reliability made her an asset to the team. I am confident that Emily will excel in her career and will be a great addition to any team.
Amol Kankane
CEO, Reshape
This 10-week project was a deep dive into the health and fitness space, a new field for me. My biggest takeaways were less about design tools and more about the strategy of building a real product.
🤝 Constant communication with the Product team and designers is key 🤝: In this project, I learned the importance of maintaining constant communication with the product and design teams. Designing within a live product meant aligning every change with the existing design system. Close collaboration with developers and designers ensured consistency, faster iteration, and smoother handoff.
🤝 Don’t be scared to communicate with the founder 🤝: Regular check-ins with the founder ensured the design direction stayed aligned with the product vision. Weekly updates helped validate progress early, clarify priorities, and prevent misalignment before investing time in detailed iterations.
⚖️ Be flexible ⚖️: his project reinforced the need for flexibility in a fast-paced environment. While I always advocate for the best design, I balanced the founder's complete vision with our immediate business goals. I learned to identify the most critical user paths and streamline other features for a future release, ensuring we could launch and learn effectively.