Stride
Stride is a consumer fitness app offering guided workouts, habit tracking, and nutrition plans. The free trial (7 days) attracted high downloads, but the product struggled to convert trial users into paying subscribers - and even fewer stayed active after day 3. My task was to redesign the new‑user experience with a clear business goal in mind.
Category:
Health & Fitness
Role:
Senior Product Designer
Time:
10 weeks
Business Goal
Increase daily active users (DAU) and convert more free‑trial users into paying subscribers within the first 7 days.
Problem
User data showed that 55% of new users churned before Day 4 of the free trial. Interviews revealed the home screen felt chaotic -too many options, unclear first action, and no immediate sense of progress. The app was powerful but intimidating.
Research
12 one‑on‑one user interviews with recent trial‑starters and churned users.
Competitive audit of 5 leading fitness apps (Nike Training, Peloton, Fitbod, MyFitnessPal, Strava).
Funnel analysis of in‑app behaviour from sign‑up to Day 7.
Heatmaps of the existing home screen to identify ignored vs. tapped areas.
Solution
Personalized onboarding quiz - asks 3 questions (goal, level, time) and generates a custom plan.
“Today’s Move” hero card - replaces the cluttered home screen with one clear, context‑aware recommendation.
Streak tracker - a simple visual ring that builds habit; turns blue after 3 consecutive days.
Reduced information density by 40% - everything below the hero card uses progressive disclosure.
Light‑mode design system - consistent spacing, typography, and colour tokens built in Figma for developer handoff.
Business growth
The redesign delivered an estimated $22K/month additional recurring revenue from improved trial conversion, projected from the first 60 days post‑launch.