ABC Fitness · Evo SaaS
FITI — Redesigning fitness, empowering connections.
FITI is the flagship B2C mobile ecosystem for ABC Fitness (Evo SaaS), serving 27 million members globally. As the Design Lead, I spearheaded the end-to-end transformation of the platform, navigating a high-stakes rebuild across US and European markets. I sat at the center of a cross-functional leadership tripod, aligning Product, Engineering, and Business interests under aggressive timelines.
Role
Design Lead
Product strategy
UX & design systems
Scope
End-to-end app redesign
Design system (Flutter / M3)
Global product alignment
Constraints
5 months to rebuild
Migration to Flutter
Zero-to-one design system
The challenge: a legacy at a breaking point
The existing app, built on an aging Ionic stack, had reached a point of diminishing returns. Technical debt and UX limitations were stifling innovation. Incremental fixes were no longer an option; we faced a "ship or sink" moment.
We had to deliver:
- A ground-up rebuild in 5 months
- Migration to an entirely new framework (Flutter)
- A native-first design system built from zero, aligned with Material 3
Product innovation: designing for value
A key product gap emerged: the app had no central "pulse". Information was fragmented across sub-menus, leaving members without a clear sense of daily progress or timely communication from their gym.
1. The Home Screen — the pulse of the experience
As part of the redesign, a Home Screen was introduced for the first time. It shifted the app's mental model from a utility tool to a personalized fitness hub, surfacing "what matters today" and strengthening the connection between members and their clubs.
2. The Banner System — monetization and engagement
Leveraging the new Home Screen, I designed a dynamic Banner feature. This wasn't just UI; it was a new business line.
- For gyms: a direct communication and promotion channel.
- For the business: a scalable surface for partnerships and monetization.
3. The Workout Experience — the performance engine
I led the complete reimagining of the Workout section, moving away from a simple "digital prescription" list to an immersive, user-centric training experience.
- Active guidance: a structured flow with integrated rest timers and milestone achievements to keep users focused.
- Data-driven design: a sophisticated interface for real-time metrics and educational content, helping users understand the "why" behind their training.
- Modern system: every interaction built using the new design system so complex data stayed accessible and motivating.
Leadership & executive influence
Leading a team of six designers across two continents, I acted as the bridge between the craft and the boardroom.
- Strategic alignment: represented Design in company-wide roadmap sessions, ensuring UX wasn't a downstream task but a driver of the product vision.
- Cross-regional synergy: synchronized design workflows between US and European teams for a unified global product language.
Results & impact
- Future-proof foundation: eliminated years of technical debt by transitioning to a high-performance Flutter / Material 3 architecture.
- Business adoption: early indicators showed ~40% of active gyms immediately using the Banner feature for member engagement.
- Operational maturity: established a new standard for how Design, Engineering, and Business collaborate at ABC Fitness.
The launch of the new FITI transformed the mobile app from a support utility into a core revenue enabler. It proved that even under extreme constraints, a design-led approach can solve technical debt while simultaneously opening new revenue streams.