When FitnessGenes rebranded from MuscleGenes the product was no longer just
aimed at experienced gym goers focusing on building strength and muscle. It
was now aimed at all fitness levels, from getting fit to get shredded.
The goal was to help customers lead a fitter and healthier lifestyle by
optimising their nutrition and workouts based on their genetics.
FitnessGenes already had a platform where users could find their DNA
results, nutrition guide, genetic workout plan and genetic blueprint. My
challenge was to transform the way users of all fitness levels could utilise
their genetic information to achieve their goals.
This was a cross team project, research was done across the science, product
and design teams. We gathered as much research as possible to help create a
product that was going to make a difference to the user. I focused on
understanding the current solution, current problems, user needs, and also
what users were saying about the platform.
The product team started a project to rewrite the scientific content. Working
closely with the product team and the science team I focused on presenting
and structuring the information so it was digestible and usable.
Genetically tailored recipe
Focusing on what the user needed to achieve their fitness goal allowed us to
remove some points of friction. As mentioned, it was discovered that users
found it difficult to translate their nutrition guide into meals. So we
decided to keep the nutrition guide but back it up with recipes that were
tailored to the user’s genetics and allergies.
With so much content on the platform it was difficult for users to find what
was personal to them based on their genetics. I worked with the science team
and development team to bring to live “What your genes say”, these were
snippets of information that were gene specific and personal to the user.
Design and build
It was my responsibility to design the platform and deliver those designs to
the development team. Working with the development team, we broke down
technical work and front-end work. I took on the front-end build and worked
along side the development team to bring the platform to life.