GMA - Fitness App, Fast Decision-Making
The goal was to redesign the GMA mobile app’s information architecture and UI to better support frequent member actions while aligning the experience with operational needs. The focus was on improving clarity, reducing friction in everyday tasks, and ensuring the app delivered clear, ongoing value beyond basic functionality.
90%
of users were happy to benefit from new design and new features
70 %
users reported needing no guidance to use the app successfully
55 %
users said the main upgrades and new features bring more value
Challenges
Members struggled to identify the correct CTA for purchasing or upgrading memberships.
Access to gym attendance history and activity tracking was not immediately clear.
Frequently used actions were buried among secondary options, slowing down routine interactions.
Important information lacked visual hierarchy, making the home screen feel overwhelming rather than supportive.
Key actions lacked clear CTAs, and important information was visually dense and poorly prioritized
Full Audit Homescreen Sample
The app home screen audit was conducted to evaluate how effectively the interface supports frequent member actions and surfaces critical information during everyday use. Early analysis showed that friction was not caused by missing features, but by unclear hierarchy, overloaded layouts, and insufficiently defined CTAs.
Strategic IA
I reorganized the layout by prioritizing the most needed and frequently used elements first, clearly separating primary information, primary actions, and secondary data.
This reduced redundancy, lowered cognitive load, and minimized the number of taps required to complete core actions.
Results
Modular UI
I discovered an opportunity to build a modular design system enabling flexible app personalization, adapting colors, fonts, icons, and layouts for different businesses. Previously done on a smaller scale without design structure, personalization produced uneven results.
The new system brought consistency and scalability, helping the company attract bigger clients interested in premium, tailored app experiences.
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