work · led by our creative advisor · cult.fit · 2019–2021
cult.fit: the gym experience inside a fitness super-app
Atul Khola owned the gym experience inside cult.fit's app: he helped launch the vertical, laid the foundations of its design system and redesigned booking, check-in and workout journeys.
role: Senior Product Designer
Context
cult.fit is an Indian fitness company with a single app for its fitness products, a fitness super-app. It is venture-backed; its parent was valued at $1.56 billion when Zomato invested in late 2021. Atul was Senior Product Designer there from October 2019 to January 2021.
He owned the gym experience, a new vertical inside the existing app. A gym product looks simple and is not: someone has to find a gym, book or walk in, check in at the door and then know what to do once inside. Each step is a place to lose them.
What was done
- Helped launch the gym vertical inside the fitness super-app.
- Laid the foundations of the vertical's design system.
- Redesigned the booking, check-in and workout journeys end to end.
- Did the research in person, taking gym sessions around the city.
- Took on product decisions as well as design, and started treating the numbers as his own.
Outcomes
- Completion increased by 12%. source: atulkhola.com
- Retention increased by 30%. source: atulkhola.com
- Monthly bookings increased by 19%. source: atulkhola.com
These figures are reported by Atul on his own site. cult.fit has not published them and we have not verified them independently.
Credit
This was cult.fit's product, shipped by cult.fit's teams. No awards are claimed for this piece.
What this means for your project
Consumer apps are won in the repeated journey, the thing a person does three times a week. If your app has a booking, a check-in or a daily loop, that is where we would start: map the journey, find where people drop, redesign that step and measure it.
Relevant offers: Product design ($15,000–$45,000) · Product Design Sprint ($25,000, 6 weeks). All prices →
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Filed under: consumer apps · design systems · funded startups.
Other work
Want this kind of work on your product?
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non boring.gg is a product and brand design studio in Bangalore, India, working with startups and tech companies across the US, Europe and Australia. Average engagement around $20,000. atul@nonboring.gg