The ultimate weight loss solution, designed with leading health and well-being experts to make sustainable change feel effortless.
6phases
From Learn to Implement, with Branding looped in
2personas
Sarah & Mike, the heart of every design decision
85%
Female demographic — distinct from the competition
2platforms
iOS app + web dashboard for the dual audience
01 — The Challenge
A crowded category. A B2B angle. Two very different daily users.
Lean Life came to us with a powerful methodology and clear ambition, but a market full of B2C giants drowning out the B2B angle they were built for. We were brought in to define the audience, the experience, and the visual identity from the ground up.
The weight loss space is saturated with B2C apps shouting calories, streaks, and shame. Lean Life is structurally different: it's B2B, sold into organizations as a wellness benefit, with live coaching and group sessions at its core.
That difference had to read in the brand, the flow, and every screen — without losing the warmth that brings users back week after week.
01
Position against B2C giants without becoming one
Noom, Omada Health, and Weight Watchers own the consumer mindshare. Lean Life sells to HR leaders, not individuals — the entire IA had to reflect that.
02
Build for two very different daily users
A busy mom-of-two graphic designer and a 45-year-old traveling executive both need to see themselves in the product. One flow, two truthful experiences.
03
Unify live coaching, group sessions, and async content
The product is built around real human coaches, not just data and charts. The interface had to support live Zoom sessions, group forums, weekly content, and progress tracking — all without feeling overstuffed.
02 — Competitive Landscape
Knowing the room before walking in.
We mapped Lean Life against the three biggest names in the space across business model, pricing, app maturity, coaching, support, and audience demographics. The takeaways shaped every product decision that followed.
The Insight
A B2B niche with an 85% female audience — completely underserved.
While Noom and Weight Watchers fight over B2C with broad demographics, only Omada Health plays in B2B — and skews male. Lean Life's combination of B2B distribution + predominantly female audience was the open lane. Every brand and product decision from this point forward leaned into it.
03 — Who We're Designing For
Two real people, behind every screen.
Stakeholder interviews and user research crystallized into two primary personas. Sarah and Mike showed up in every design review — if a flow worked for both of them, it shipped. If not, back to the drawing board.
35
Sarah's age — graphic designer, mom of two, looking for confidence and energy. Pain: time and conflicting info.
45
Mike's age — traveling executive, eats out constantly, has tried many diets. Pain: motivation while on the road.
3+
Devices in the average user's day — laptop, phone, smartwatch. The product has to feel native on all of them.
04 — Our Design Process
Six phases, one continuous loop.
A modified design thinking framework — Learn, Define, Ideate, Prototype, Test, Implement — with Branding running as a parallel track that feeds back into Ideate. The loop is the point: we never stopped learning from users, even in build.
01
Learn
Stakeholder Interviews
Design Reviews
Competitor Analysis
User Interviews
Journey Mapping
02
Define
User Scenarios
User Flows
User Personas
03
Ideate
Brainstorming
Sketching
Storyboarding
04
Prototype
Wireframing
Design System
05
Test
Usability Testing
Iterate
06
Implement
Development handoff
QA & launch
05 — Information Architecture
From login to first session, in one map.
We mapped every state — first-time vs. returning, account creation through scheduled coaching session, all the way to “Rate Session”. This became the contract between design and engineering.
Standard screen
Registration step
Decision point
External integration (Zoom)
06 — Visual Direction
Setting the tone before pixels.
A moodboard, not a Pinterest dump.
We curated a tight set of references across three categories — fitness UI patterns, calm wellness palettes, and editorial health publications — to align stakeholders on look-and-feel before any pixel was pushed in Figma.
The references converged on three things: a confident blue as the primary identity color, supportive secondary accents in teal and warm orange, and clean iconography that could carry meaning at small sizes.
07 — Wireframes
Structure first. Style next.
Greyscale wireframes for every primary screen — session scheduling, weekly content, library navigation, nutrition tracking — pressure-tested with the personas before we let color or imagery in.
08 — Final Product
The finished experience.
An iOS-first product with a complementary web platform for HR admins. Live coaching sessions, progress tracking, weekly content, meal guides, and group support — all in one place.
09 — The Impact
Outcomes that matter.
A clearer brand, a sharper product, and a research-grounded foundation that the engineering team could ship against — confidently.
100%
Of design decisions traceable to user research
2×
Personas validated through every flow review
1
Unified design system, iOS & web
∞
Iterations welcomed — the loop never closes
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Note on confidentialityThe project name “Lean Life” used throughout this case study has been changed to protect our client's privacy. All design work, research methodology, screens, and outcomes shown are real.
