The app had technical and usability issues — visual inconsistencies, confusing navigation, and over 80% churn. With just 4 months, we took on a full rebuild to make it something people actually wanted to use.
Role:
Product Designer | Product Manager
Duration:
4 months
Responsabilities:
Led end-to-end process, building it from scratch. Defined strategy, roadmap, and key features.
Challenges
High turn rate: over 80% of users canceled their app subscription.
Tight deadline: complete app rebuild in 4 months.
Small team: limited team to tackle the rebuild - 1 product designer, 1 back-end, 2 mobile.
UX issues: frustrating navigation, inconsistent visuals, and a cluttered, disorganized interface.
Poor perception: 2.9 App Store Rating
Impact
Improved retention: Significant reduction in churn rate.
Enhanced user experience: More intuitive navigation and cohesive design.
Better performance: Fewer technical issues and smoother interactions.
2.9 → 4.1
app store rating
My Approach
When I joined the project, the app had potential, but it was clear that users were struggling, the churn was 80%. To understand exactly where the pain points were, I began by digging in: understanding stakeholders expectations, studying the company's context, conducting a competitor analysis, running a heuristic evaluation, and mapping out the entire app's flowchart.
To gain a user perspective, I analyzed inputs from the customer support team and combed through user comments in the app stores, identifying key pain points directly from user feedback.
With a clearer picture in mind, I redesigned the app using the company’s Design System, bringing consistency and clarity to the interface. But good design isn’t just about looks—it’s also about understanding impact. So, I mapped out key events and tracking parameters to give us better data on user behavior.
Beyond design, I supported the team in sticking to the Scrum process, helping organize planning and upcoming sprints to keep everything on track for a seamless delivery.
Results
Delivered the entire app in 4 months.
12.5% churn relative decrease.
App store rating from 2.9 to 4.1
Better tracking and insights by mapping events and parameters.
Enhanced user experience, reducing frustrations and complaints.
Increased engagement, with more users consuming content regularly.
Fewer technical issues, making the app more stable and efficient.
Stronger process management, implementing Scrum practices to improve team efficiency and delivery.
Future Plans
Balance technical debt with core feature improvements to ensure a stable and scalable app.
Conduct continuous research to better understand user profiles, motivations, and needs.
Explore new opportunities by answering open questions through testing and iteration.
Improve analytics and tracking to make data-driven decisions.
Conclusion
Rebuilding the FitDance Plus+ app in just 4 months was an intense but rewarding journey. We tackled major usability issues, streamlined navigation, and cut churn by 12.5%, creating a smoother and more engaging experience. Beyond fixing what was broken, we built a foundation for future growth — balancing technical debt, user-driven improvements, and continuous learning. With a stronger foundation in place, the next step is to keep refining, experimenting, and evolving to meet our users' needs.
