Glofox is SAAS startup founded in 2013 and building business management software for the fitness industry. Being created by ex-athletes and studio owners who have seen the pains first hand, they have ambitions to create a platform that frees fitness professionals to focus on what they do best rather than the tedious admin work that comes with running a small business.

They understand the importance of a great user experience and have hired me to take charge of their efforts.

Since joining the team Cristian has displayed a fantastic ability to shape our product design. I have found Cristian to be a great contributor to the team and he has consistently delivered high-quality work with extremely tight timeframes.

Conor O’Loughlin

Glofox CEO & Co-Founder

After months of speaking to users, exploration, failures and successes, I created a design system that I believe will serve Glofox well for years to come.

Getting Started

I started this project, with a thorough conversation with the stakeholders about what the company's goals are, how we hope to achieve them, what was tried in the past and what assumptions we're making. It's important that we are all on the same page before diving in.

Talking to people in the company: I spend a good deal of my time learning from the knowledge that different departments in the company have about our users, how we might best help them, and the challenges they face.

Talking to users: We are designing software for people who aren't us so the best products are those designed by companies who understand their users intimately. I gained a lot of valuable insights observing fitness professionals use either our product or alternative solutions in the real world. I asked them to rank Glofox features based on how valuable they are and how frequently they use them, asked them to walk me through how they achieve certain goals and took notes. I also did interviews over the phone and had a look at the available analytics.

I learned what the product’s strengths and weakness were and came to understand a great deal about what features are most important to our users and why. I learned most of our users see Glofox as the backbone of their business and would be happy to go through a steeper learning curve if this means they get a more powerful product.

I understood how important building personal relationships with members is to our users and also the extent to which they can benefit from having actionable insights about the day to day operations of their studios.

image desc image desc image desc image desc

Problems Identified

Small bugs were causing daily headaches Useful information was buried in hard to find places No support for tablets Confusing app hierarchy caused users to seek support often Actions performed many times daily require explicit confirmation Lack of a gradual learning curve

A good example of a flow that most users reported as confusing and problematic was booking a member into a class, which was previously done by searching for the member they wanted to book, pressing a vague icon (with no label), being taken to the page where they usually edit their classes and pressing a new book button next to the class they wanted. Users would then be taken back to the dashboard, where a pop-up with the details of the booking would appear.

If they got something wrong, they would have to cancel and start over.

You can have a look at the original design here.

Exploring Ideas

Once I got a good sense of the problems our users are trying to solve andhow our product is helping or failing to help them, I started exploring ideas. Because of the urgency of the redesign (we were losing users because of all the problems the old interface had), I decided to spend less time than I normally would in the exploratory stages and revisit everything once the fires were out.

image desc image desc image desc

The first version of the design

After spending some time exploring and validating ideas, restructuring, redesigning and optimising I created the first version of the new dashboard interface.

Here are some of the improvements I made:

New List View for a bird's eye view of the upcoming schedule

Clearer Labels and more empathetic Errors and Notifications

Undo Delete mechanism to reduce friction

New Overview section

Revamped Calendars

Improved Onboarding process

New Global Search functionality

Simplified Booking mechanism

Improved Member Profiles

Re-imagined Membership Management

Simpler Settings

Clearer Reports

Visual Schedule Creator

This new design system is live for all users at the moment, and for more details, check out the rest of the screens below:

See All Designs

Impact & Reception

The interface was very well received by users, with many of them going out of their way to write us thank you emails for starting to invest in user experience and helping solve the problems they faced every day.

image desc image desc

As a result of this project, I noticed:

An increase over time of 20 NPS points A sharp decrease in support tickets related to UI/UX problems An increase in internal customer satisfaction & retention metrics A positive change in Glofox's approach towards, and understanding of, UX


Once we started implementing the interface, I also installed Amplitude and Hotjar so we can track its performance properly and added a custom feedback widget custom feedback widget I designed that was triggered after several actions asking users whether they found that easy to do or not.

I also continued to refine the interface based on the feedback we received from users. For example, users told us the modals the interface launched with were giving them less space to work with so I switched to the sliding panels you see now. There was also a lot of optimisation work around labels or micro-interactions such as getting some headers to stick to the top when scrolling.

Other projects I worked on

The mobile app

The Glofox Member App is a key component of the package and the main way for a studio’s members to check its schedule and book into classes, manage their membership, make purchases and more.

Because of this, the new design had to be incredibly easy to use and cover all major use cases, so that gym members actually want to use it and get real value out of it. The app also had to reflect the studio’s brand and identity and do so using a simple design system (apps are customised manually for each client so the simpler the design system, the less work required).

The current design did not meet any of these criteria and is hurt by a lack of consideration for empty states.

The new designed aimed to solve all these issues while simplifying the experience and better organising user journeys.

image desc image desc image desc image desc image desc

The new website

Glofox's marketing website needed to convey the right information to the key buyer personas in a concise and appealing way, and the designs below aim to achieve this. It also needed to highlight some of the new features and designs.

Next Project

Make It Cheaper

Return Home