Curate
UX/ UI + AI Case Study
AI fitness for the life you actually have.
Role: Product Designer · Type: Concept Project · AI-Augmented Workflow · Duration: 4 Weeks
THE PROBLEM
Fitness apps are designed to shame people into showing up. It's not working.
Streak counters, declining progress charts, and "you haven't worked out in 4 days" notifications all deliver the same message: variability is failure. 22.9% of people who download a health app stop using it — and shame-driven dropout is a documented reason why. The apps aren't failing because fitness is hard. They're failing because they were designed for an idealized user who doesn't exist — someone with consistent time, consistent energy, and no life getting in the way.
Curate was designed for everyone else.
MY APPROACH
One insight. Every decision traced back to it.
Variability isn't a user failure — it's the actual user state. That wasn't a conclusion I arrived at midway through research. It was the foundation I designed from.
That single insight shaped the competitive positioning, the persona work, the brand naming, the progress architecture, and the onboarding flow. If a design decision didn't reduce friction or remove judgment for someone having an irregular week, it didn't make the cut.
AI was embedded throughout — not to generate answers, but to pressure-test assumptions, synthesize research faster, and surface blind spots before they became design mistakes.
The judgment calls were always mine.
WHAT I DESIGNED
From research to clickable prototype in 4 weeks.
Brand Identity
Full brand system: color palette, voice principles, microcopy guidelines, and guardrails designed for shame-free communication across every surface.
UX Strategy
Six personas. Three market opportunities mapped directly to one primary user's documented failure moments. A competitive positioning map that identified the one quadrant every incumbent left empty.
Onboarding Prototype
Five screens. First session in under 90 seconds. The AI infers preferences from behavior — no forms, no friction wall.
Role + Methods
MY ROLE
METHODS
TOOLS
Product Designer
Competitive Analysis · Persona Development · Customer Journey Mapping · Brand Identity · Voice & Microcopy · UX Strategy · Interaction Design · AI Collaboration
Figma · Claude · ChatGPT · Perplexity · Consensus · Stitch · Gemini · Gamma
IMPACT
5
Screens
Onboarding flow reduced to the minimum viable path to the first session
90
Seconds
Target time from app open to first session started.
$33.58B
Project Market Size by 2033
One quadrant is still empty.
The research identified a competitive gap no incumbent has filled: a fitness app built around the reality of variable weeks, not the myth of perfect consistency. That single insight drove every deliverable — from the brand identity to the onboarding architecture. AI was embedded throughout the process, compressing weeks of synthesis into focused working sessions and allowing more time for the design decisions that actually required judgment.
