Case Study: Ironhack Bootcamp project #5

NH - Product Designer
5 min readSep 4, 2021



Our challenge for our 5th project at Ironhack was to create a wellness product. I chose to work on a fitness app.
The end result was supposed to be a native iOs app for Users which would like to improve their fitness with the help of data.
While conducting User research I tailored the product towards Users current experiences with COVID and working out. The timeframe for this project was 4 weeks, 2 weeks working on UX and 2 weeks working on the UI.

I began with doing market research and created a market positioning map to understand what type of competitors existed:

Market Positioning Map

My next step was to understand the competitors value proposition more in depth and their branding, so I proceeded with a Feature & Brand analysis.

Feature Analysis
Brand Analysis

I worked with a Lean Survey Canvas to understand what type of questions I needed to put in my User survey:

Lean Survey Canvas

I created a User Survey in Google Forms. I used the UX Strategy Blueprint & Lean UX Canvas to gain an overview of what I wanted to accomplish

FitWerk UX

My next step was to conduct User interviews with people I knew who had a fitness routine.

To make sense of the insights I gained I clustered the responses in an Affinity Diagram. This helped me understand the primary needs of my Users. A lot of them had experienced an impact on their fitness routine when COVID happened so they where looking for something reliable, that gave them information on COVID restrictions, a community, the possibility to be held accountable and buddy up with others, a high variety of workouts and lots of flexibility with booking.

Affinity Diagram User insights

I used an Empathy Map to gain an understanding of what problems I needed to solve and how based on what I learned from the interviews & survey.

Empathy Map

In order to understand what the User wanted to achieve I wrote down the jobs to be done by the product — what the User “hired” it to do:

Jobs to be done

Using the value proposition canvas I mapped out how the Business value propositions where a fit for their customers needs, taking into account the range of products & services of the business, their pain relievers and gain creators. On the customer side I listed their pains, gains and jobs to be done.

User personas are based off User research and represent different User types and customer segments which would engage with a digital product similarly.

FitWerk User Persona Alex

I created a User Journey to visualise Alex experience when trying to reach his Jobs To Be Done.

Alex User Journey

A Problem Statement addresses the different problems the User encounters and how they can be solved. The Hypothesis statement considers how providing a solution will have a certain impact on the customers life and how it can be measured if the solution works.

Problem & Hypothesis Statement

The MVP summarises the minimum features a digital product needs to have needs to have to attract enough Users who can give feedback for further product development.

In order to create an MVP, I created an overview of the Must Haves, Could Haves, Should Haves and Wont Haves of the final product:


Following this I wrote User Stories and created a User flow for one of the User stories.

User Flow

I designed Concept Sketches for the app and conducted Concept Testing.

Concept Sketches & Testing

I proceeded with a visual competitor analysis and a moodboard for the app “FitWerk”. Following this I made a logo, selected the colors and typography.

Assets FitWerk

I designed Mid Fidelity wireframes based on the feedback I received from my Concept Testing. After further testing I created my High-Fi’s

FitWerk Final Product

as well as an interactive prototype.