Forma supports people who want to be active without pressure. It simplifies workouts recovery and goals into one clear view. Everything is designed to feel positive and achievable. No guilt. No overload. Just guidance you can trust.
YEAR
2025
ROLE
Product Designer
SERVICES
Product research, Experience design, Interface design, Prototyping and testing
About the project
Why Forma
Fitness should support real life not punish it
Most fitness products push people to chase streaks and hit numbers without context. People see charts but do not know what to do next. Missed days feel like failure instead of a normal part of life.
Small phone screens add more stress because planning workouts becomes a constant scroll.
Many users quit within the first month because the experience feels overwhelming and judgmental.
Forma gives people space to plan reflect and stay active in a way that feels human and confident.
The Problem
People feel judged by the tools that are meant to help them
Research highlights
Many feel guilt when they miss a workout
Confusion about what to do each day stops action
Streak warnings increase stress not motivation
Rest is rarely counted as progress
Too many statistics with no clear direction
People wanted one message - Here is what you need today and why You are doing great
Who We Designed For
Three real people with different motivations
We created three personas from interviews and survey data. They guided every decision from navigation to tone.
Busy professional
Fitness fits around work and family
Needs fast clarity and less guilt
How Forma Helps
Less noise more direction progress that feels good
Forma supports real life through
A personal plan that adjusts to schedule and energy
Recovery that counts as progress
The most important thing first on screen
A supportive voice not a critical one
Forma removes guilt and builds confidence with every small step forward.
My Process
Insight to interface with empathy and iteration
Interviews and competitor review
Journey maps that highlight emotional moments
Wireframes that reduced progress statistics from 18 to 5
Two usability test rounds that lifted task success from 42% to above 19%
Final high fidelity system built in Figma with an interactive prototype
From Chaos to Clarity
Every change simplified decisions and increased motivation
We removed pressure rings calorie counters by default and complicated workout builders. We replaced them with kind progress messages and fast next steps.
This helped users feel more calm more aware and more in control.
AI Coach
Friendly planning in seconds
Ask - Can you give me a leg day plan
Receive - Clear sets timing and goals
Act - One click to add it to your week
Daily engagement increased from 38% to 84%. 30 day retention improved by 30%
People liked the feeling of accomplishment “It feels like this supports me instead of criticizing me”
Testing results
Clear interactions improved confidence
Task success reached above ninety percent
Confidence rose from 3.1 to 6.2 out of 7
People strongly preferred the supportive tone
Final experience
A premium interface that celebrates every step
Dark calm aesthetic with soft teal focus
Guided steps for real life routines
Simple progress tracking that reduces anxiety
Forma proves that when fitness feels kind people show up more and stay proud of their progress.
Smooth Scroll
This will hide itself!
This will hide itself!
Forma calm fitness intelligence for real lives
OVERVIEW
Forma supports people who want to be active without pressure. It simplifies workouts recovery and goals into one clear view. Everything is designed to feel positive and achievable. No guilt. No overload. Just guidance you can trust.
YEAR
2025
ROLE
Product Designer
SERVICES
Product research, Experience design, Interface design, Prototyping and testing
About the project
Why Forma
Fitness should support real life not punish it
Most fitness products push people to chase streaks and hit numbers without context. People see charts but do not know what to do next. Missed days feel like failure instead of a normal part of life.
Small phone screens add more stress because planning workouts becomes a constant scroll.
Many users quit within the first month because the experience feels overwhelming and judgmental.
Forma gives people space to plan reflect and stay active in a way that feels human and confident.
The Problem
People feel judged by the tools that are meant to help them
Research highlights
Many feel guilt when they miss a workout
Confusion about what to do each day stops action
Streak warnings increase stress not motivation
Rest is rarely counted as progress
Too many statistics with no clear direction
People wanted one message - Here is what you need today and why You are doing great
Who We Designed For
Three real people with different motivations
We created three personas from interviews and survey data. They guided every decision from navigation to tone.
Busy professional
Fitness fits around work and family
Needs fast clarity and less guilt
How Forma Helps
Less noise more direction progress that feels good
Forma supports real life through
A personal plan that adjusts to schedule and energy
Recovery that counts as progress
The most important thing first on screen
A supportive voice not a critical one
Forma removes guilt and builds confidence with every small step forward.
My Process
Insight to interface with empathy and iteration
Interviews and competitor review
Journey maps that highlight emotional moments
Wireframes that reduced progress statistics from 18 to 5
Two usability test rounds that lifted task success from 42% to above 19%
Final high fidelity system built in Figma with an interactive prototype
From Chaos to Clarity
Every change simplified decisions and increased motivation
We removed pressure rings calorie counters by default and complicated workout builders. We replaced them with kind progress messages and fast next steps.
This helped users feel more calm more aware and more in control.
AI Coach
Friendly planning in seconds
Ask - Can you give me a leg day plan
Receive - Clear sets timing and goals
Act - One click to add it to your week
Daily engagement increased from 38% to 84%. 30 day retention improved by 30%
People liked the feeling of accomplishment “It feels like this supports me instead of criticizing me”
Testing results
Clear interactions improved confidence
Task success reached above ninety percent
Confidence rose from 3.1 to 6.2 out of 7
People strongly preferred the supportive tone
Final experience
A premium interface that celebrates every step
Dark calm aesthetic with soft teal focus
Guided steps for real life routines
Simple progress tracking that reduces anxiety
Forma proves that when fitness feels kind people show up more and stay proud of their progress.
Smooth Scroll
This will hide itself!
This will hide itself!
Forma calm fitness intelligence for real lives
OVERVIEW
Forma supports people who want to be active without pressure. It simplifies workouts recovery and goals into one clear view. Everything is designed to feel positive and achievable. No guilt. No overload. Just guidance you can trust.
YEAR
2025
ROLE
Product Designer
SERVICES
Product research, Experience design, Interface design, Prototyping and testing
About the project
Why Forma
Fitness should support real life not punish it
Most fitness products push people to chase streaks and hit numbers without context. People see charts but do not know what to do next. Missed days feel like failure instead of a normal part of life.
Small phone screens add more stress because planning workouts becomes a constant scroll.
Many users quit within the first month because the experience feels overwhelming and judgmental.
Forma gives people space to plan reflect and stay active in a way that feels human and confident.
The Problem
People feel judged by the tools that are meant to help them
Research highlights
Many feel guilt when they miss a workout
Confusion about what to do each day stops action
Streak warnings increase stress not motivation
Rest is rarely counted as progress
Too many statistics with no clear direction
People wanted one message - Here is what you need today and why You are doing great
Who We Designed For
Three real people with different motivations
We created three personas from interviews and survey data. They guided every decision from navigation to tone.
Busy professional
Fitness fits around work and family
Needs fast clarity and less guilt
How Forma Helps
Less noise more direction progress that feels good
Forma supports real life through
A personal plan that adjusts to schedule and energy
Recovery that counts as progress
The most important thing first on screen
A supportive voice not a critical one
Forma removes guilt and builds confidence with every small step forward.
My Process
Insight to interface with empathy and iteration
Interviews and competitor review
Journey maps that highlight emotional moments
Wireframes that reduced progress statistics from 18 to 5
Two usability test rounds that lifted task success from 42% to above 19%
Final high fidelity system built in Figma with an interactive prototype
From Chaos to Clarity
Every change simplified decisions and increased motivation
We removed pressure rings calorie counters by default and complicated workout builders. We replaced them with kind progress messages and fast next steps.
This helped users feel more calm more aware and more in control.
AI Coach
Friendly planning in seconds
Ask - Can you give me a leg day plan
Receive - Clear sets timing and goals
Act - One click to add it to your week
Daily engagement increased from 38% to 84%. 30 day retention improved by 30%
People liked the feeling of accomplishment “It feels like this supports me instead of criticizing me”
Testing results
Clear interactions improved confidence
Task success reached above ninety percent
Confidence rose from 3.1 to 6.2 out of 7
People strongly preferred the supportive tone
Final experience
A premium interface that celebrates every step
Dark calm aesthetic with soft teal focus
Guided steps for real life routines
Simple progress tracking that reduces anxiety
Forma proves that when fitness feels kind people show up more and stay proud of their progress.
Smooth Scroll
This will hide itself!
This will hide itself!