naturally slim - redesigning mobile app experience.

Check it on App Store

Naturally Slim is a common-sense digital counselling program with more than 220,000 participants that teaches participants simple skills to change when and how they eat, instead of what they eat. It also helps with building other health habits leading to increased physical activity, better sleep, less stress and feeling more in control over health long-term.

our challenge.

Over 1/3 of program participant use the mobile app and are more likely to watch more videos which is a primary driver of revenue. Still, the old version of the app experience had significant usability and quality issues, which lead to blocking potential money for the company because fewer users wanted to use the mobile app at the end.

The goal of the project was to identify problems and possible changes which would lead to improving overall experience and increasing retention and engagement metrics.

However, while not creating a huge dev lift because the project was intended just for four months, counting development. We had to find as they say that "low hanging fruit".

what we did.

— Increased engagement in the video section by video-focused experience

— Improved retention of users using habit-forming, prompts and personalization

— Rethought logging meal process to increase user data investment and a better understanding of this main feature

— Improved usability and rethought architecture


Me — Product Designer

Garrett Godsey — Product Design Lead

Trent Cockerham — Product Manager


4 months to release the first version of new app.

05/2020 — 09/2020

my role.

— Competitive Analysis

— UX Research

— Usability Heuristics Review

— User Experience Design

— Visual Design

— Interaction Design

— Rapid Prototyping

— Design System


While working with me on a number of client projects, Jakub quickly proved himself capable of carrying the ball and doing big things, solidifying himself as good friend, reliable colleague, inspiring creative, and valuable teammate. His youth brings a fresh perspective and a ton of passion. He has the ability to deliver work under pressure and on time at a level competitive with any junior designer I’ve worked with, and many mid-level designers as well. Anyone who has already collaborated with him knows that he is far ahead of the curve, and with his passion to learn and experiment, his growth will continue to impress and inspire those around him.

Garrett Godsey — Project Lead ; Founder of SD (ex-Design Lead at Fitbit)

previous design.

heuristics review.

Before modifying the existing design and digging into visuals and direction, we have decided to identify what’s working and what’s not from an interaction and usability standpoint through heuristics review.

A system wide review of the existing experience and architecture through the lens of 10 foundational principles of interaction and user experience design.

Main Issues:

— Lack of education around features in the onboarding

— Lack of interaction and system feedback

— Inconsistency between shapes, shadows and colours

— Using the same components for different actions

— Not enough flexibility around changing after saving

Heuristics Review Presentation

competitive analysis.

Research of currently leading apps in relevant industries. Identifying patterns, ideas and inspiration for the innovation of Naturally Slim.


— Habit forming through gamification

— Motivation through badges, streaks and stats

— Increasing daily engagement through notifications and reminders

— Clear and short onboarding, focused on showing main value driver to achieve aha moment asap.

— Focus on users feelings

— Motivational copy and quotes

— Clear homepage CTA focused on main value driver

Competitive Analysis Presentation

Design Direction

experience attributes.

Like a friend

Always open, personal and supportive. We want users to feel the support and empathy from us. Show that we really care about them and their health.


Simple, clear and fun. Everything use to use and by your hand. Help users with focusing on conetent, not process.

Pro level advice

Relevant, in-context and trustworthy information. Provide users with a holistic picture.

“Like a doctor friend, giving pro level approachable advice with love.”

With love

All the time optmistic, inviting and motivating. Help them with building the right habits within an engaging and funny way.

“Motivate users, through reward and encouragement, to build better eating habits, one day and week at atime empowering them to control the way they look, and the way they feel.”

Design Direction


Layout: A Friendly Place

Open, Light and Inviting. Like a minimalistic family living room.

Tone: Freshly Courageous

Positive and engaging energy all around.

new design.

— Main interaction screen - Homepage together with notifications and settings page, where you can get from the homepage

— Progress section screens. Weight, Meal Log, Pledges

— Learning section together with video player and program progress modal

— NSTown - communication platfrom for people in the NaturallySlim program. Screens - Feed, Post Detail, Search, New Post

— Mindful feating feature onboarding flow

— Main screens from the Mindful Eating feature

— Skill Check flow with a motivational pop-up after finishing the skill check

— Setting goal and logging weight flow

— App onboarding screens

Thank you for reading and going through the showcase! If you have any feedback, I'd definitely love to hear it!