WE DID IT IN 103 DAYS.
I joined as the product and UX designer in a two-person team alongside a development co-founder. The brief was simple in concept and demanding in execution: take an idea and turn it into a fully designed, launch-ready product - brand, app, website, CRM and all.
My scope covered:
Full UX system design - 40+ screens across iOS and Android
Brand identity, visual language and design system
User flows across six major system areas
App Store and marketing assets
Website design and CRM setup
Beta programme coordination with personal trainers and early users
THE CHALLENGE.
The idea started with one question: could a phone camera count push-ups accurately? The answer, technically, was yes. But the real design challenge was never about the count. It was about what surrounds it.
Most fitness apps lose users within the first two weeks. Not because the tracking fails - but because the product doesn't give people enough reason to come back. The design brief, underneath everything, was a behaviour problem: how do you build an app that pulls people back tomorrow, and the week after, and three months in?
That question shaped every decision - from how onboarding was structured, to how the dashboard was designed, to which features made V1 and which were deliberately held back.
A secondary challenge was the calibration mechanic. Camera-based rep tracking requires the user to set up their phone correctly before every session. If that moment felt clunky or confusing, the whole product would unravel at the most critical point - the first rep. Getting calibration right wasn't a feature. It was the product's single most important UX moment.
THE APPROACH.
Flow-first, always.
Before any UI was designed, I mapped the full product ecosystem across six interconnected user flow systems:
Sign-up and onboarding loop
Calibration flow (success, retry, skip paths)
Core training loop / Free and Paid states
Progression and achievement system
Dashboard states / day one vs. returning user
Account lifecycle and CRM email sequence
Each flow was designed to answer a specific question. Where do users drop off? What keeps them moving between sessions? How do features connect without creating overlap or confusion? The flows weren't process documentation - they were design decisions made visible before a single screen was drawn.
The core loop.
The product runs on one repeating cycle: open app > choose mode > do workout > get feedback > see progress > come back. Everything in the product was designed to reinforce that loop - including the features that appear to sit outside it. The gamification layer, the streak system, the Ultra Tasks - none of these are extras. They're re-entry mechanisms dressed up as rewards.
Free vs. Paid / a deliberate split.
The Free tier gives users Freestyle training, basic streaks and the 10K PowerPath Ultra Task. The Pro tier unlocks structured workouts, deeper progression, advanced stats and future social features. The split was designed so the free experience is genuinely useful - not a crippled demo - while Pro offers a meaningful step up for users who want structure and long-term progression.
Beta committee / real feedback, early.
Before launch, a small beta programme brought in two user groups running in parallel: six personal trainers advising on motivation design, progression logic and workout structure; and six app users feeding back on flow clarity, signposting and overall usability. Both groups ran structured feedback loops throughout, which directly shaped the calibration flow, the dashboard hierarchy and the session summary screens.
Brand.
The visual identity was built to be noticed. A sharp lime green - backed by dark olive, soft cream and muted supporting tones - creates a high-contrast, energetic system that reads instantly. The "very green" choice was deliberate. If someone describes it as "a bit green," they've remembered it.
Motion-led textures, minimal typography and a consistent lime overlay across imagery unify the system across app, website and marketing assets.
WHAT WAS BUILT.
The product breaks into four distinct systems:
1. Onboarding & trust Four intro screens answer the questions every new user has in order - what is this, is my data safe, what results can I expect, what will this do for me. Account creation is frictionless: email, Apple or Google. Security setup (PIN or biometrics) is optional and skippable. The goal: get users to the dashboard with momentum, not friction.
2. Calibration The camera setup flow has one job - establish the top and bottom positions of each user's push-up so the tracking is accurate. The flow runs through a setup explainer, a 3-second hold at top position, a 3-second hold at bottom, then either success (continue) or failure (retry). Skip is available with an accuracy warning. Every edge case has a path — including what happens when calibration fails mid-session.
3. Core training loop Two modes in V1. Freestyle - open-ended, stop anytime, feeds total push-ups, streaks and Ultra Tasks. Structured workouts (Pro) - preset sets, rest periods and tempo tracking, with tier-based progression and RepPoints. The dashboard always answers the same three questions regardless of mode: what did I do, what can I do now, what am I progressing toward.
4. Progression systems Three layered systems run simultaneously. The 10K PowerPath Ultra Task counts every push-up toward a long-term challenge with 17 milestone badges. RepTier Progression (Pro) moves users through 24 defined stages - Prep through to Pro - across approximately 7–10 months of structured training. Streaks track consistency as a binary daily habit. Each system rewards a different type of user behaviour, creating multiple reasons to return.
RESULT.
RepDaily is currently in App Store review, with early access live at repdaily.app. The product launched from concept to fully designed V1 in 103 days - two people, one clear brief, no wasted motion.
The beta feedback shaped the product in real and specific ways. The calibration flow was simplified based on user confusion at the position-hold step. The dashboard hierarchy was reordered after personal trainers flagged that streak visibility was underselling its motivational value. The session summary screen was extended to include progression feedback after users reported that finishing a workout and returning to the dashboard felt abrupt.
V2 is already mapped - leaderboards, social challenges, expanded workout types, deeper performance analytics. The V1 system was designed to accommodate all of it without a rebuild.
This project is included in the portfolio as a demonstration of what end-to-end product ownership looks like in a lean, fast-moving environment - from the first flow diagram to the App Store listing.
