Health & Fitness
AI Summary
Behaviour-change design that people actually keep using. I redesigned Public Health England's Active 10 walking app, now rated 4.7 stars across 49,000 App Store reviews; founded and designed Unifi, a fitness and wellbeing platform end to end, with a roster of professional and celebrity partners; and designed Life Leap, an AI personal-growth app that turns life goals into a weekly plan.
The hardest thing to design for health isn’t the screen: it’s the habit.
Behaviour change is the real brief. You can make a beautiful product, but if it doesn’t get someone to move today, and again tomorrow, it has failed. My work in health and fitness lives at that intersection of design and motivation.
Active 10
As Lead UX & UI Designer I redesigned Public Health England’s Active 10 walking app, grounded in ethnographic research, built around an onboarding that sells a tiny, achievable habit before it asks for anything. It holds a 4.7-star rating across 49,000 App Store reviews, praised for exactly the thing it set out to do: getting people moving.
Unifi
Unifi I founded and designed end to end, a platform giving people access to fitness and wellbeing plans from the athletes, coaches and creators who inspire them. I wore every hat, from filming the content to designing the app, and it reached a commercial agreement with The Hut Group.
Life Leap
And Life Leap, an AI-powered personal-growth app that turns your goals (career, health, learning) into a weekly set of tasks it creates with you, then tracks the progress and trends over time. Behaviour change with a conversational layer on top: the habit loop, plus a coach in your pocket.
Consumer health rewards honesty and encouragement over cleverness. Design the smallest next step, make it feel good, and people come back.