Product Design Portfolio
A connected coaching platform for nutritionists, personal trainers and their clients.
**Nuwwfit is an ongoing self-initiated product design project exploring how nutritionists and personal trainers could manage clients, plans, progress and communication in one connected platform.**
Role
Product Designer
Project type
Self-initiated Product
Services
Product Strategy · UX Research · UX/UI Design · Information Architecture · Prototyping · Design System · AI-Assisted Development
Status
In progress
Industry
Health & Fitness
Research
FigJam
Live
(soon)
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Project overview
One platform. Two connected experiences
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Nuwwfit is a self-initiated product exploring how nutritionists and personal trainers could manage clients, plans, progress and communication from one connected platform.

The product is designed around two interdependent experiences: professionals need efficient tools to manage and support multiple clients, while clients need a simple and motivating way to understand what to do, track progress and stay connected with their coach.

Rather than treating nutrition, training and behavioural change as separate experiences, Nuwwfit brings them together within a flexible product ecosystem.
The Opportunity
Nutritionists and personal trainers frequently rely on a combination of messaging apps, PDFs, spreadsheets, calendars and specialised tracking tools to manage a single client relationship.

This fragmentation creates additional administrative work for professionals and an inconsistent experience for clients, who may need to switch between different platforms to access plans, log progress, ask questions or understand what to do next.

Nuwwfit started from a simple question:
How might we create a connected coaching experience without turning it into another complex all-in-one platform?
Research Approach
Because the experience depends on continuous interaction between professionals and clients, the research considered both perspectives rather than treating them as independent users.

The discovery process combined market analysis, behavioural exploration and journey mapping to understand current workflows, recurring friction and opportunities for product differentiation.
Methods
- Competitive Analysis
- User Interviews
- Surveys
- Affinity Mapping
- Journey Mapping,
- Feature Prioritisation
Comparison table of fitness apps with check, cross, and dot marks for feature availability across 8 categories.
Research & Insights
Individual frustrations rarely existed in isolation. The synthesis process revealed recurring patterns around administrative work, fragmented communication, inconsistent progress tracking, motivation and the need for flexible coaching workflows.

Grouping these observations helped distinguish isolated feature requests from broader product opportunities.
FigJam - Affinity Map
Digital whiteboard with research insights, notes, and opportunities organized in color-coded sections.
Fragmented workflows
Professionals frequently move between multiple tools to manage the same client relationship.
Administrative overhead
Manual updates and repeated tasks reduce the time available for actual coaching.
Progress lacks context
Clients and professionals need more than isolated metrics to understand meaningful change.
Flexibility matters
Different professionals use different methods, making rigid workflows difficult to scale.
Journey Mapping
The coaching experience is continuous and interdependent. A plan created by the professional becomes an action for the client. Client behaviour becomes progress data. That data informs feedback, adjustments and future decisions.Mapping both journeys together helped identify the moments where Nuwwfit could reduce friction and strengthen the feedback loop between professionals and clients.
FigJam - Journey Mapping
Four-column coach journey map showing challenges, goals, needs, stages, emotions, and AI solutions for fitness coaching.
Moments That Matter
Onboarding
The first experience needs to collect enough information without overwhelming the client.
First plan delivery
A structured plan only creates value when the client understands what to do next.
Feedback loop
Clients need visibility that their coach is present and paying attention.
Progress review
Progress should communicate behavioural change, not only weight fluctuations.
Key Insights
What the research changed
01 — Coaches need efficiency before advanced features
The strongest opportunity was not adding more functionality, but reducing repetitive work across recurring coaching tasks.
Product implication: Prioritise templates, quick actions and clear client status visibility.
02 — Clients value clarity over control
Clients do not necessarily need access to every metric or configuration available to professionals.
Product implication: Create role-specific experiences instead of mirroring the professional dashboard.
03 — Communication needs context
Messages lose value when separated from plans, progress and recent activity.
Product implication: Connect communication to the wider client relationship.
04 — Progress should extend beyond weight
Long-term change includes habits, consistency, measurements, training and subjective wellbeing.
Product implication: Design progress as a multidimensional experience.
05 — Flexibility is essential, but complexity is dangerous
Professionals need different workflows, yet unlimited configuration could make the product difficult to use.
Product implication: Build configurable foundations without exposing unnecessary complexity by default.
Product Strategy
The research suggested a broad range of possible features. The challenge was therefore not generating more ideas, but defining what Nuwwfit should prioritise and what it should intentionally leave for later.

The product strategy focused on creating a connected foundation for the recurring workflows shared by professionals and clients.
Diagram showing NUWWFIT's product principles: connected, flexible, actionable, and supportive approaches.
MVP Definition & Prioritisation
The initial concept quickly expanded into a large ecosystem. To avoid designing an unrealistic first release, features were prioritised around the minimum set of capabilities required to support the recurring coaching relationship.
FigJam - Priorisation
MVP features categorized as Must Have, Should Have, Could Have, and Later Have with listed tasks in colored boxes.
Product Ecosystem
Designing two experiences around one shared system

Nuwwfit is not a single interface replicated across different roles. Professionals and clients interact with the same underlying coaching relationship from different perspectives.

The product architecture therefore separates role-specific needs while preserving shared information and continuous feedback.
Diagram showing coach and client experiences linked to NUWWFIT with features like messaging and appointments.
Information Architecture
Creating structure before adding screens
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As the product expanded, information architecture became essential to prevent the experience from becoming a collection of disconnected features.

Navigation and content hierarchy were structured around recurring tasks rather than individual feature categories alone.
NUWWFIT app architecture showing coach and client navigation with shared modules including messaging and notifications.
Core User Flows
Flow 1 — Client onboarding
Flowchart showing client onboarding steps: Invite, Accept, Create profile, Complete assessment, Coach review, Receive plan.
Flow 2 — Continuous coaching
Flowchart showing continuous coaching: client action, tracking, coach visibility, feedback, plan adjustment, new action.
Flow 3 — Progress review
Flowchart showing continuous coaching steps: collect data, identify patterns, review context, coach feedback, adjust goals.
Status: In progress