December 2015 - May 2017

About the Company

Netpulse uses technology to amplify the life-changing impact of health clubs. We build branded mobile apps that allow a gym member to check in using their phone, track their workouts, compete in challenges and set fitness goals for themselves. Our clients include 24 Hour Fitness, Equinox, Planet Fitness and over 600 other brands covering 5M+ gym members.

My Role

Senior Product Designer. I joined Netpulse in December of 2015 and over my first year lead the redesign of our second most used feature, brought from concept to launch our new add-on product, and with what began as a side-project, lead a complete overhaul of our main dashboard screen. A year in I was promoted to lead the team, and undertook several initiatives to improve our process. 


Getting healthy is hard. Joining a gym is a scary, unknown experience for many. Whether you’re fueled by a doctor’s prescription, dreams of weightloss or muscle gain, the process of achieving your fitness goals is difficult. In fact over 80% of new gym members churn within their first 5 months, gyms sell memberships with the expectation that 18% of them will be used regularly.

Having begun my own fitness journey in high school over the past ten years fitness has become something I care deeply about. Through my personal experience and that of my family members I know just how hard and intimidating it can be to join and use a gym.

You’d be hard pressed to find entrepreneurs who are more passionate about what they do than gym owners. They love their field, the people they work with, and the reason why they exist. While still nascent competitors, Fitbit & Classpass have begun to shift consumers to exercising within their home or outside, reducing the need of a gym membership to get healthy. As of 2016 gyms experience an annual customer churn of 24% on average.  

How do we leverage technology to help gyms compete with the Fitbit, Classpasses & crossfits of the world? In a market with a high membership churn, how do we help gyms attract and retain members? Can we help them automate and operationalize their businesses to reduce their costs?

With these two overarching directives I joined Netpulse in December of 2015 as a Product Designer.


Selected Works

Find a Class 2.0


A comprehensive redesign of our second most used feature. Over the course of my first year at Netpulse we redesigned Find a Class completely and launched it alongside the flagship 24 Hour Fitness app.


Feedback Add On


As part of Netpulse's Land & Expand strategy I lead the design of our Feedback Add-On from complete concept to launch and iterations post launch. 


Dashboard 2.0


The dashboard is the foundation of the experience we provide, it's the launching point for all our features. What began as a side project and design exploration for me turned into a major company initiative.


Connected Apps 2.0

We redesigned our Connected Apps experience, enabling our users to sync any of their fitness trackers to our app to compete in challenges, set goals, and track their progress. Needing a quick turnaround we went from concept to final designs in less than a month.


Onboarding Redesign Exploration

After digging into our analytics we noticed huge dropoffs, permission denials and several other flaws in our onboarding flow that were directly impacting our business. As a side project I lead a design exploration as to why and how we could redesign our onboarding experience.



Design Values & Team Unity

When I first joined Netpulse the only thing I knew about design at Netpulse were my first impressions of the app that I used. It felt disjointed with no set UI or UX parameters.

The Netpulse design team was made up of 2 other product designers one of which worked out of Kiev office, and 3 marketing designers. Upon joining I learned that most designers hadn’t spent much time speaking to each other, and in certain cases had never even met one another. In addition to this, I learned the design process involved the PM’s providing wireframes to designers and having them skin those wireframes into final assets. Iterations, user testing, design critiques none of it was part of the process.

Within my first week we put in place a weekly design critique. If we were going to push design forward at Netpulse, we needed to build unity within ourselves as designers. As product designers we then worked on defining design values for ourselves. What was our role? When designing the product what were the values we kept in mind? What did we want to accomplish in 2016? The answers to these questions resulted in our design values deck that we presented to the company.

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UX Research Process

When I first joined Netpulse the product team had never conducted any user research and didn’t have the process in place to do so. After some costly mistakes in product development that could’ve been prevented had we done user research. I used my experience at Kicksend to propose a UX research process at my one year review and spent the next three months putting it into practice.

The framework involved the follow processes:

  • Recurring Usability Studies: 1x a month
  • Full Product Usability Checkup
  • Persona Development
  • Storyboarding- The Fitness Experience & The Gym Management Experience

case study coming soon

View the full proposal here.

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UI Library

Since the start of Netpulse’s mobile app platform three years ago there have been over 7 designers spread across two countries who have worked on the platform. Unfortunately what has arisen is an app whose features abide by entirely different UI & UX standards and feels disconnected. In a bid to unify our design & experience language we set off to create a UI & UX library that would inform all new design as well as retroactively apply to all existing design.

Case study coming soon

View the raw UI library we created here.



Whether delivering a brand new feature, product, or improving something currently implemented, over the course of my time at Netpulse we developped a methodology for how we tackled new projects, killed off ideas that didn't work, and delivered our projects to the engineering team. This is the how, to all of the selected works above.

case study coming soon


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