Optimizing the overall user experience and information architecture of an AI-powered women’s fitness app
This project & case study are in progress. Image blurred for compliance.
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Company
Wild.AI
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My Role
In-House UX Designer
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Project Type
Mobile App
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Team
3 Designers, 1 PM, 1 Dev
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Tools
Figma, Typeform, Firebase Analytics, OOUX
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Year
2025
Key Accomplishments
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Identified optimization opportunities by conducting a full user flow audit of the live app
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Identified several UI inconsistencies by completing a full user interface audit
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Conducting usability testing with current and new users to prioritize optimization ideas
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Eliminating 100% of UI inconsistencies with a visual redesign & new component library
Company Background
Women are wired differently, so why shouldn’t their training plans be?
Wild.AI aims to empower women in all life stages by tailoring training plans and suggestions based on their hormones, cycle (if they have one), and symptoms using AI. The app helps women get better, stronger, and faster over time by working WITH their bodies instead of against them.
Promo image from Wild.AI showing a woman running
My Value Add
The team is working to improve the app's overall user experience and add new features to the app to become the go-to fitness app for women.
I’m helping with several initiatives:
upgrading and elevating the visual branding
adding consistency to the UI with a new component system
identifying and optimizing user flow issues via audits and usability testing
empathizing with user needs for the new features via user research
How It Works
The app uses AI to learn about the user’s cycle and teaches them how to train effectively in each cycle phase.
The app combines user input with standardized data to deliver personalized training, nutrition, and supplement recommendations.
Training plans sync with the user’s cycle if they have one, adapting each day’s session to their symptoms in each phase.
Diagram of how Wild takes user inputs and gives recommendations.
User Flows + Information Architecture
As a new user, I identified some strange issues, such as being able to “rate” a training session scheduled in the future, meaning I could rate the difficulty of a session I haven’t even completed yet!
We had a good laugh about this!
I uncovered these issues through a user flow audit, mapping screen connections and identifying errors, edge cases, and confusing moments, which I shared with the team.
The screens that show how a user can rate a training session. The date shows June 2, 2025 which is far into the future.
Main Flow & Feature Issues Discovered
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Training Session
- Too many ways to log a session
- Can “rate” a session in the future
- Users are not able to create recurring sessions -
Training Plans
- The app does not prevent a user from creating a training plan for an event less than 2 weeks from now
- Cycle syncing is unclear -
Wearables
- There is no clear connection between the data the app gets from the wearable and how it relates to training plans/sessions
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Calendar
- No clear purpose
- Not connected to training schedules
- Displays redundant information -
Trends
- The graphs are hard to read
- Hard to understand how users’ inputs affect what the app recommends -
Profile
- The settings a user might want to easily change (life stage, unit, check-in symptoms) are buried deep in menus
Image showing how I laid out all the screens to map out the flows and information architecture.
Interface Audit & Component System
I then conducted a full interface audit and found major UI inconsistencies, like six different dropdown styles!
Since we want to elevate the visual design and branding anyway, we are creating a new streamlined component library that will unify elements like dropdowns, calendars, pickers, and buttons.
Images showing the 6 different dropdown styles we had accumulated.
User Research
The team had already done some user research so I analyzed those to understand current pain points and needs.
Users love features like wearable integration, period tracking, and the readiness score, but there are clear opportunities for improvement.
Research Findings
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Users want clearer and more specific insights into their app and wearable data
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Users want clearer and more specific recommendations based on their inputs
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The user’s want the onboarding process and daily check-ins to be simplified
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Users want more specific and detailed training plans and want plans for specific events and general plans
Usability Testing
Now that I’ve identified potential areas for optimization, I want to validate them with users, specifically with users who’ve never used the app before.
Usability testing with new users will show where the app is truly unintuitive. I’m also evaluating app analytics related to my audit findings. These findings plus our previous research will help prioritize ideas.
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Current User Tasks:
- show how you’d create a training plan/session
- show how you’d track your symptoms over time
- show how you’d understand your current cycle’s phase -
App Analytics
- how many people complete a training plan after creating
- how many people check-in everyday
- the most used features
OOUX & ORCA
But Maha, once you’ve synthesized all these findings for optimization how will you fix them? And to that I say, optimization happens from the inside out.
While half the team focuses on enhancing the logic for personalized training plans and recommendations, I’ll lead an Object-Oriented UX approach to address usability and flow issues from our research, testing, and audits.
OOUX audit - look at our screens more deeply and identify any unintuitive objects (masked, isolated, broken, or shapeshifter)
ORCA process - lay out our objects, relationships, calls-to-actions, and attributes so we can remedy these unintuitive objects, restructure flows, and see how our new features fit into our system
Testing: Quantitative Data
Usability testing with 5 new users showed that 100% of them either abandoned a task or completed a task with difficulty.
Most of the tasks that the users struggled with were related to the training sessions, training plans, and understanding their cycle, which are the main purposes and offerings of the app.
# of Users out of 5 who struggled with the task
Testing: Qualitative Data
In addition to this, users had many pain points and confusion about what the app was doing and showing.
They found many tasks processes to be painful, information about their cycle to be extremely wordy and undigestible, the data visualizations to be hard to read, and felt the app didn’t give them enough feedback about things they did.
“[Creating a training plan was] painful, I think it was complex and the steps were not clear”
“It’s way too much reading, it’s great to have all this information but it’s not digestable because it’s all in paragraph style”
“It doesn’t seem like it did anything to add training sessions from my plan”
“The graph is cool, but I don’t think I get out of it as much as I could, I can’t see any numbers, there’s no units or scale.”
Iteration: Resolving Unintuitive Designs
Using this testing data and identifying unintuitive objects in my OOUX audit, I used the ORCA process to create better layouts for problematic screens.
I’ve identified the following on our screens in my OOUX audit:
isolated (missing important relationships)
broken (missing important CTAs)
masked (2 different things look like the same thing)
shapeshifting objects (the same thing looks different in 2 places)
Then, by using the ORCA system map I created (objects, relationships, calls-to-action, and attributes) and the new component library, I made new versions of the screens, specifically related to the training plans, sessions, and cycle information.
A snapshot of the ORCA board I created, showing the OBJECTS in blue, the CTAs a user can do to each object in green, and the attributes of the objects in yellow and red. Darker shades indicate that it's a possibility, while the lighter shades indicate that the app already shows this or does this somehow.
BEFORE: 2 different dropdown menus for sport type when creating a training plan or session
AFTER: New unified component created for all drop downs in training sections
Want to learn more?
Email me so we can chat about how I can help you! I’m actively looking for Product Design opportunities and ready to interview!
View My Next Project
Crafting an enterprise-wide UI kit to lay the foundation for scalability and consistency for digital medical devices at LivaNova