Mobile App Design for Health and Fitness Apps

People are different. Context matters. Things change. Eric Hekler’s mantra is one of those deceptively simple ideas that should be obvious, but isn’t. It’s why so many so-called behavior change interventions flop, and why we keep getting notifications at the worst possible moments. Most health and wellness apps still take a static, one-size-fits-all approach. They assume if a certain nudge or goal worked once, it’ll work forever. Or that people are predictable, logical creatures who will of course go for that lunchtime walk just because their phone suggested it. Instead, what if we designed personalized, perpetually adapting interventions that actually respond to a unique person’s evolving needs? 👭 1. People are different → Personalization A 10,000-step goal might inspire one person but overwhelm another. A sleep tracker that rewards “consistent bedtimes” might help some, but stress out shift workers or parents of young kids (ask me how I know). Instead of assuming what works for some will work for everyone, interventions should learn from the individual and adjust accordingly. 🏖️ 2. Context matters → Just-in-Time Adaptation The best nudge in the world is useless if it arrives at the wrong time. A reminder to “take a walk” while you’re in back-to-back meetings? Ignored. A bedtime notification while you’re still out with friends? Deeply unhelpful. Instead of blasting out advice, interventions should consider real-world constraints. When is the person actually in a suitable position to act? 👛 3. Things change → Perpetual Adaptation Motivation isn’t a constant. Life gets in the way. What worked last month might not work this month. A smart intervention doesn’t just set a goal and hope for the best! It adjusts over time, just like a good coach. Take a sleep coaching app. Instead of rigidly telling you to sleep at 10 PM every night (good luck with that), it could: ✔ Personalize recommendations based on your actual sleep patterns. ✔ Adapt to context, recognizing that late work nights or weekend plans shift your bedtime. ✔ Adjust over time. If you consistently ignore bedtime reminders, try something new. Maybe it suggests a wind-down routine instead. Or nudges you 15 minutes earlier at a time rather than expecting a sudden 10 PM shutdown. And stops bugging you altogether if you’re already hitting your sleep goals. This is the future of behavior change — interventions that are smart enough to meet people where they are, when they’re ready, in ways that actually make sense. Now, your turn: What’s an example of an intervention (digital or otherwise) that actually adapted to you?

When you see a prompt like: “Design a product to help people start exercising again". It feels straightforward. Most candidates immediately picture: * A marketplace of trainers. * An app with workout videos. * A social leaderboard to track consistency. It feels like we've hit all the “standard” angles. But there's something that is missing.... The crux of the problem is not clearly articulated. This came up in a recent coaching session where my client did a great job outlining motivations and barriers, like time, priorities, logistics, affordability. But when we paused and looked closer at the prompt, one word popped out: Start. The prompt wasn’t about fitness in general. It wasn’t about helping people stay fit. It was about helping people start, and that is a totally different design challenge. Because most people already know exercise is good for them. They don’t need another app to educate them. What they struggle with is: * The mental block. * The physical discomfort of those first few sessions. * The demotivating friction of not seeing immediate rewards. The crux is that: We’re not solving for "exercise habits.” We’re solving for overcoming inertia. That’s a different strategy entirely. It’s not something a marketplace can solve; it’s the behavioral shift that we need to solve. It’s not just gamification either; it’s the micro-reinforcement to get over the first hump, the part where everything feels like torture before it gets rewarding. This is how my clients build product sense that stands out: It's not because we have better frameworks. It's because we dig into what the problem is really asking, and why it matters. And that’s the mindset that turns a generic answer into a strategic narrative that resonates. If you’ve been prepping on your own and wondering why your interview answers feel “fine but not amazing”… this could be why. The difference is subtle, but a lot more memorable. Link in comments if you’re ready to shift from surface-level prep to truly strategic thinking.

We built a hub for Nike Running that helped drive 10M+ plays and 1M new runners. The project faced massive scope challenges, design pivots, and global complexity. Here’s the step-by-step breakdown of how we built it: PROJECT BREAKDOWN The Brief → Nike's Challenge Nike was promoting Audio Guided Runs heavily across social media. But they needed a hub. A place to send all those interested runners where they could actually explore and find the right runs for their level. Our Task → Create the Hub Build pages that highlight, categorize, and convey the value of Nike's Audio Guided Runs. Make it work for everyone from beginners to marathoners. The Design Approach → Nike's Language We leveraged Nike global design language and pulled assets directly from the app. This created consistency across Nike's entire digital ecosystem. Key Decision → Visual Organization The run cover art became our organizing principle. These images already meant something to runners. We used that recognition to create an intuitive browsing experience. Design Solution #1 → Grids Meet Carousels We built a dual system: grids for desktop users who could see multiple options at once, carousels for mobile users who needed easy swiping. All runs accessible at your fingertips. Design Solution #2 – Smart Categorization Created clear pathways for different runners to find their perfect run. No complex filters; just intuitive organization that made sense whether you're starting your first run or training for your tenth marathon. RESULTS After launch, Nike's Audio Guided Runs achieved: - 10+ million total plays - 1 million new Nike Run Club users in March 2020 - 42% increase in logged runs month-over-month - Expansion to 160+ countries in 11 languages LESSONS LEARNED 1. Use what exists. The app's cover art system gave us our entire organizational framework; no need to reinvent. 2. Mobile carousels aren't a compromise. For fitness content, they're often superior to desktop grids. 3. Categories beat search. Runners browse by feel and mood, not keywords. 4. Great brands need invisible UX. Success meant runners found their coach without thinking about our interface. 5. Timing matters. This launched right before global lockdowns when solo fitness solutions became essential. TAKEAWAY Sometimes you don't need to revolutionize … you need to organize. Nike had incredible content. Coaches people loved. Runs that changed lives. Our job was simple: remove every barrier between a curious runner and their perfect coach. When 1 million people join in a single month, you know you got it right :)