platform redesign
Overview
This case is anonymized due to confidentiality agreements.
Context
Sports & wellness digital platform
Role
Product Designer | Consultant
Product
Experience aggregation app [trainers, athletes, group activities, running events]
Metodology
Agile Scrum, Design thinking, Sprints & Co-creation
Plataforms
Mobile App
Teams
Stakeholders, Engineers, Designers
Duration
~3 months [accelerated devilery]
Tools
Figma and docs
The product was an existing mobile application focused on connecting sports professionals (such as yoga, CrossFit, and other trainers) with users interested in group-based physical activities and street running events. The platform operated as an experience aggregator, complementing the brand’s strong physical retail presence.
The main challenge was to redesign the application efficiently while reducing the typical delivery timeline. Traditionally, a project of this scope would take approximately six months. The strategic goal was to accelerate design and development without compromising usability, consistency, or decision quality.
To achieve this, the project intentionally incorporated artificial intelligence as a support tool during early analysis, combined with structured product processes.
I contributed as a Product Designer throughout the redesign process, focusing on:
Evaluating the existing experience and identifying improvement opportunities;
Structuring a scalable interface foundation through a design system;
Supporting fast-paced decision-making through Design Sprints and stakeholder alignment;
Translating insights into validated interface solutions under tight timelines.
Heuristic Evaluation Supported by AI
The project began with a heuristic analysis of the existing (“as-is”) journeys. Artificial intelligence tools were used as a support mechanism to:
Analyze user flows;
Highlight usability issues;
Identify friction points and inconsistencies.
These insights accelerated the initial diagnosis phase and helped prioritize which journeys required deeper redesign efforts. AI was treated as an enabler, not a decision-maker, insights were always validated and contextualized by the design team.
Establishing a Design System Foundation
As part of the redesign, the brand’s visual identity and logo had evolved. To support consistency and scalability, a design system guide was created and adapted to the new visual direction. This foundation:
Reduced visual inconsistency across interfaces;
Enabled faster iteration during design sprints;
Supported future evolution without redesigning from scratch.
Accelerated product evolution through design sprints
With prioritized journeys defined, the team moved into rapid Design Sprint cycles. Each sprint included:
Stakeholder alignment through Design Thinking sessions;
Assumption mapping using CSD (Certainties, Suppositions, Doubts);
Fast iteration, refinement, and validation of interface decisions.
Each sprint ran within a one-week cycle, significantly accelerating feedback loops and reducing ambiguity during decision-making.
The redesigned experience focused on improving clarity, consistency, and usability across core journeys, including:
Discovery of sports experiences;
Group activity participation;
Event-based running flows;
Rather than emphasizing visual novelty, the solution prioritized:
Clear navigation and information hierarchy;
Consistent patterns supported by the design system;
Faster decision-making for both users and internal teams.
Reduced the expected project timeline from approximately 6 months to 3 months;
Improved confidence in design decisions through structured sprints and validation;
Enabled faster interface evolution by combining AI-assisted analysis with human judgment;
Established a scalable design foundation to support future iterations.
