Our work spans product, content, and user experience, often behind the scenes and in collaboration with teams, which means not all projects can be publicly shared in full.

Instead, we focus on showing how we think and how we approach problems.

The examples below highlight a mix of:

• De-identified case studies
• Product and platform thinking
• Concept work and frameworks
• Content and subject matter expertise

Each example reflects a different part of the process, from shaping early ideas through to refining and improving live products.

1. Onboarding Flow Restructure (Fitness Platform)

Challenge
Users were dropping off early in their journey, with low program start and completion rates. The onboarding experience didn’t clearly guide users into action.

Approach
Restructured onboarding into a staged, behaviour-led flow:

• Clear entry point based on user intent
• Reduced decision fatigue early
• Introduced a “quick win” within the first session
• Built a progression pathway (7-day → 21-day → 90-day)

Outcome

• Clearer user direction from day one
• Increased likelihood of program start
• Stronger early engagement and habit formation

2. Program Structure Framework (Scalable Fitness Content)

Challenge
Programs were content-heavy but lacked structure, making it difficult for users to stay consistent and understand progression.

Approach
Developed a repeatable program framework:

• Short, structured entry phase (onboarding)
• Defined a challenge period for momentum
• Longer-term progression model for retention
• Modular workout structure for flexibility

Outcome

• Improved usability of programs
• Clearer progression for users
• Scalable system for ongoing content creation

3. Content System & CMS Restructure (Health Platform)

Challenge
Content was difficult to manage, inconsistent across the platform, and not optimised for user experience or scalability.

Approach
Restructured how content was organised and delivered:

• Defined content types and hierarchy
• Improved CMS structure for easier management
• Aligned content with user journeys and product flows
• Introduced consistency in tone, format, and delivery

Outcome

• Faster content updates and management
• Improved consistency across platforms
• Better alignment between product and content experience

4. Audio-Led Fitness Platform Concept (Lean Seven)

Challenge
Create a unique digital fitness experience that combines education and action to keep users engaged over time.

Approach
Designed a concept built around behaviour and habit formation:

• Audio-based learning paired with workouts
• Modular workout delivery (short, structured clips)
• Clear progression system tied to user goals
• Integrated engagement loops (education → action → progress)

Outcome

• Clear product concept ready for development
• Strong differentiation in market positioning
• Designed for long-term engagement, not just short-term use

5. User Engagement & Retention Strategy (Fitness App)

Challenge
Users were initially engaged but did not sustain long-term usage.

Approach
Identified key drop-off points and introduced:

• Structured progression pathways
• Milestone-based engagement (short-term wins)
• Improved content alignment with user goals
• Clearer communication throughout the journey

Outcome

• Stronger user retention potential
• More consistent engagement across programs
• Improved overall user experience

Content & Media Contributions (Health & Fitness)

Overview
Provided subject matter expertise and content input across fitness and wellness publications and platforms.

Focus Areas

• Exercise science-backed content
• Program design insights
• Supporting content ideation and structure
• Ensuring accuracy, clarity, and engagement

Outcome

• Published content across global platforms
• Strengthened credibility and brand alignment
• Delivered content that balances education and usability