Les Mills+ Coach Landing page

Overview

The Problem
My Role
Userflow

Key Insight
Hierarchy and information architecture

Pattern library & Dev Handover
The Solution
Impact
Designs




App Store: Competitor analysis across Nike Training Club, Fiit, Centr, and Headspace. Four principles emerged: videos under 30 seconds, 5 to 6 words per screen, minimal colour, language that sells the experience not the feature list.
NTC led with instructor identity. Headspace led with emotion. Every competitor had a clear narrative thread. LM+ had none.
Onboarding: Reviewed leading fitness apps for onboarding patterns. Five stood out: user-centric questions, short flows, interactive elements, personalisation from initial data, and seamless sign-up integration.
Tested low-fidelity prototypes in Figma and ran a Maze.co survey with real LM+ customers across seven questions covering fitness background, goals, frequency, and equipment.
Three things flagged for improvement: component spacing, placement of interactive elements, and simpler language.
App Store storytelling: Working with marketing, brand, and stakeholders, I mapped the narrative arc for the App Store screenshots. Five value propositions in sequence: workouts anywhere, variety and quality, community, personal plans, and music. Defined the language, image direction, and screen-by-screen flow. Designed final screenshots that delivered a cohesive story for the first time.
Onboarding survey design: Split the work into independently testable components: questions, states, iconography, and transitions. Built a light component library to maintain consistency under deadline pressure. Four core survey questions:
- Where are you on your fitness journey?
- How long do you like to workout for?
- What types of workouts are you interested in?
- What equipment do you have access to?
Interaction design prototyped across transition flows, circle animations, loaders, swipe and tap interactions, tested and refined before handover. The "Creating your personalised fitness experience" loading state was deliberate. Giving the system time to process while signalling to the user that the app was now built around them.
The final screen landed on a personalised homepage: recommended workouts, upcoming sessions, active month stats, and average duration, all tailored from survey responses.
Engineering ran in parallel on core functionality while I polished UI, language, and interaction design. The only way to hit a six-week deadline without cutting corners on quality.