Unlike traditional wellness apps that focus on only one part of the journey, Fit For Me was built to connect planning with execution. The platform helps users move from health goals to action through personalized meal and workout recommendations, expert support, and an integrated shopping experience that makes healthy habits easier to maintain.

The concept was positioned for health-conscious users in Metro Vancouver, including busy professionals, women balancing health with work and family, and families managing allergies, intolerances, or chronic conditions. By combining convenience, personalization, and e-commerce functionality, Fit For Me was designed as more than a brand experience—it was the product itself.

This project combined product thinking, UX planning, and digital campaign development. I created a full mockup of the app experience in Base44, mapping out how users would move through the platform from onboarding to everyday use. The concept began with account creation and a multi-step questionnaire designed to understand each user’s habits, goals, and dietary needs, allowing the platform to generate personalized meal plans, workouts, and recommendations powered by user data.

I also designed the app around personalization as its core differentiator. The user experience included a mobile-friendly home dashboard, automatic dark mode, wearable integration, hydration tracking, wellness stats, motivational prompts, coaching access, and a built-in shopping function that allowed users to order ingredients tied directly to their meal plans. A standout feature of the concept was the ability to book appointments with certified nutritionists and coaches directly within the app, reinforcing the platform’s value as both a wellness tool and a service-based digital product.

Alongside the app concept itself, I developed a full-funnel digital marketing campaign to support launch awareness, engagement, and conversion. This included a Mailchimp newsletter to engage subscribers, a landing page designed to drive app downloads, display and mobile ad creative for awareness, Instagram posts for engagement, Facebook posts focused on education and app features, and Facebook ads built to drive traffic and downloads through targeted segmentation.

I also built the monetization strategy into the concept, positioning Fit For Me as a freemium subscription-based platform with four tiers—Free, Wellness, Thrive, and Elite—along with a seven-day Elite trial for new users. Additional revenue opportunities included advertising and commission or listing models for coaches and nutritionists using the platform. Altogether, the work demonstrated not only how the product would function, but how it could be positioned, marketed, and monetized as a launch-ready digital business.