ABOUT FITTERFLY
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Fitterfly is a health and wellness company offering personalized digital therapeutics for diabetes management, weight loss, and overall wellness. Combining expert guidance, behavioral science, and continuous support, Fitterfly helps individuals achieve their health goals effectively.
ROLES & RESPONSIBLITIES
Research • Product Strategy • Ideation • UI Design & Prototype
COLLABORATORS
Program Designers & Coaches • Data scientists • Product Managers • Developers
PLATFORM
Mobile
CONTEXT​
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While the existing program showed measurable health outcomes, such as reduced HbA1c and weight loss, user engagement consistently declined after the first few days. Manual coach intervention is high, which limits the scalability. Hence, the objective is to design a scalable, personalised digital therapeutics platform to sustain motivation, and help users build long-term healthy habits.
OUR GOAL IS TO
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Redesign the onboarding journey to lay the foundation for a personalised, AI-powered health experience, one that adapts to individual needs, behaviour patterns, and goals across diabetes, obesity, and hypertension.
Introducing the New and Improved Onboarding
Captures key health inputs in a conversational, non-intimidating flow. Instantly shows an AI-generated prediction of expected outcomes based on clinical logic, building belief in the program.
Gathers lifestyle, habits and preferences to recommend personalised, achievable health goals in EAT, MOVE & MIND.
LETS UNPACK THE PROBLEMS
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Dived deep into the existing challenges & requirements to translate business & clinical goals into experience objectives
Lack of Engagement: Static screens that failed to build an emotional connection.
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​​​Information Overload: Too many information collected upfront without context or perceived value.
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​​​Poor Feedback Loop: Users didn’t see how their inputs would help personalize their journey.
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​​​Missed Opportunities: No social proof, goal projection, or insights into health improvement potential.
AND THE NEXT STEP TO DESIGNING IS TO UNDERSTAND WHO ARE WE ARE SOLVING FOR​
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Understanding our target audience was crucial in the design process
LETS LOOK AT THE BUSINESS & USER GOALS
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Dived deep into the existing challenges and requirements to translate business & user goals into experience objectives
Business objectives:​
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Support scalable B2B expansion: Ensure onboarding works seamlessly across partner ecosystems with minimal human effort.
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Lower operational cost per user: Minimise coach time spent on onboarding by automating data collection and goal setup.
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Improve adoption rates: Ensure more users complete onboarding and start engaging with key features within the first 24–48 hours.
Addressing user needs:
Users engage with the app to see meaningful changes in their health. Their needs and expectations shaped the onboarding process, ensuring a user-first design.
The following key user questions guided the flow
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Can my health condition be reversed?
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How much change is possible in what time and with what effort?
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How many people have benefited from this program so far?
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What to expect from the program ?
UX goal that bridges both the business goals and the user goals
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Make onboarding feel easy and personal so users can get started without needing help from a coach.​
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Help users quickly understand how the program will benefit their health by showing clear goals and expected results.
Key Strategies
A guided, emotionally engaging onboarding flow was required that feels more like a first coaching session than a form.
Deliver Value Early:
Show users how the program works, build trust with social proof, and personalised results.
AI-Powered Personalization
Use medical and lifestyle inputs to generate goals and outcomes, all without coach input.
Progressive & guided journey
Break complex information into small, guided steps to reduce friction and drop-offs.
Flexible Approach:
Let users opt into a lighter version of onboarding to reduce friction and accelerate activation.
KEY DIFFERENTIATORS BETWEEN OLD VS NEW FLOW
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Incremental data collection
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Customised user flows on the basis of paid user/free user and on the basis of the user’s health condition. Enables dynamic data collection based on the selected health program, improving the personalisation of recommendations.
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To give flexibility to users, an option to “quick start” their journey
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Give value to the user by answering "whats in it for me"
OVERALL USER FLOW | BEFORE & AFTER
UNVEILING THE SOLUTION
From fragmented data capture to a guided, intelligent, and emotionally engaging onboarding journey.
UX Principles in Action:​
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Progressive disclosure reduces overwhelm by revealing only the next necessary step.
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Conversational microcopy and emotional tone humanize the experience.
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Feedback-first design gives users immediate value from their inputs, shifting from “data input” to “insight output.”
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Personal relevance: Social proof comes from similar age/gender/lifestyle personas.
Collecting user's personal details
Simple, trust-building start with clear CTA and privacy assurance to reduce user hesitation.
Instant validation of membership with visible program value
Social proof from similar age-group, instead of random testimonials
Clean input UI paired with AI-driven, non-judgmental feedback to guide users with confidence.
UNVEILING THE SOLUTION
AI model trained on historical Fitterfly outcomes to predict realistic improvements
UX Principles in Action:​
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Progressive disclosure, users are not forced down one path, reducing drop-offs and humanise the experience.
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Clarity and ease of understanding using tooltips, logical grouping, and large input areas reduce cognitive load.
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AI to predict the minimum expected outcome to address the user's pain point - "how much change is possible in what time?"
Collecting user's medical details
After completing the personal profile questions, they can explore the app or set their health goals, offering flexibility
Collects key medical data in a structured, low-friction UI. Tooltips clarify technical terms like “Postprandial.”
Explaining why each detail is captured
AI-powered prediction of minimum expected outcome at the end of program along with health benefits
UNVEILING THE SOLUTION
Turning medical and lifestyle data into actionable health goals
UX Principles in Action:​
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Before diving into goal setting, we introduce our science-backed framework to help users build a mental model of how change will happen. This primes the user and sets expectations around holistic wellness.
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User inputs like acidity or joint pain help tailor sub-goals and AI-generated interventions
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Based on the user’s medical and lifestyle data, the system generates clear primary goals along with actionable subgoals under Eat, Move, and Mind, creating a 360° health roadmap.
Establishing health goals for the program
Before asking lifestyle questions, priming & mental model creation.
User selections inform sub-goals and intervention types (e.g., if constipation is selected, AI adds a bowl of salad in the diet plan).
Personal relevance builds trust by showing we’re tailoring even movement plans to the user’s actual condition.
Based on medical + lifestyle inputs, the system generates primary and subgoals to achieve 360 degree improvement in their health
LET'S TAKE A CLOSER LOOK AT THE SOLUTION
Breakdown of the design decisions that brought the new onboarding experience to life
A small detour - Do we really need a rebrand?
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We initially suggested a rebrand in terms of colors, tone & spacing of Fitterfly.
With some direction from the stakeholders, we ultimately recognized the importance of maintaining their established identity among its middle-aged user base. But we updated a few design elements like hierarchy, spacing, etc.
IMPACT & STAKEHOLDER VALIDATION
Though still in development, the redesigned onboarding has received strong internal validation.
Product & Clinical Alignment
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Stakeholders appreciated the shift from static forms to a guided, insight-driven flow that feels more like a first coaching session than a questionnaire.
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| “It finally feels like we're onboarding a person, not just collecting data.”
Coach Workflow Efficiency
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AI-generated goals are expected to reduce coach prep time, letting them focus on support and motivation.
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| “If the system handles setup, I can get straight to helping.”
NORTH STAR VISION
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The goal is to make onboarding the starting point of a fully automated chronic care program that delivers personalised plans, guided interventions, and real-time feedback to help users with diabetes, obesity, and hypertension.
Matrix we are looking at:
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Profile completion rate without coach support
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Number of sessions to complete onboarding
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% opting for quick start vs. completing the entire onboarding
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Operational time saved per user (vs. coach-led flow)
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% of users logging a meal or action within 24–48 hours
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Drop-off rate between key onboarding stages
REFLECTIONS & TAKEAWAYS
Designing the onboarding for an automated program was more than solving for screens, it was about shaping the first impression of a behavior-change journey
I Learned to:
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Think systemically, connect UX decisions with clinical outcomes, and design for scalability without losing empathy.
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Collaborate deeply across functions, from product and AI scientist to clinical and coaching teams
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Design for both humans and machines, ensuring AI outputs felt useful, safe, and motivating to real people
