UX Case Study/Cure.fit App Redesign
When navigation becomes the workout, it’s time for a redesign.
An end-to-end redesign of the Cure.fit app aimed at simplifying core journeys, improving clarity, and aligning the experience with user intent.
BEFOREAFTER
👤
Book a
cult class
cult class
Buy
workout gear
workout gear
Find a
gym nearby
gym nearby
Book a
live class
live class
Fitness
Group
Classes
Classes
Gym
Personal
Training
Training
At-home
Classes
Classes
Recipes
Supplements
Weight
Loss
Loss
Apparel
Equipments
👤
cult’s
7th BIRTHDAY
BASH
Extra ₹500 OFF+ 2.5 months extension FREE
EXPLORE CULTPASS ELITE
book a
cult class
cult class
view
nearby gyms
nearby gyms
play
sports
sports
weight
loss
loss
Home
Fitness
Sports
Store
Transform
01 · Problem & KPI
What was broken.
What we’d watch.
- 01
The app looks like five apps in a trench coat.
Different sections use different colours, fonts and layouts. There’s no clear sense of which app you’re actually in, or what to look at first.
Watched forApp store rating·Visual consistency score - 02
Simple things take too many taps.
Booking a class, checking a meal plan, or pausing a subscription all take more steps than they should. People give up partway through.
Watched forSteps to book a class·Drop-off rate at each step·Time to complete booking - 03
It’s not clear what each part of the app does.
cult, eat, mind, care, cure — five product names, all on the home screen, none of them explaining themselves. New members can’t tell where to start.
Watched forFeature discovery rate·Misclicks on home·“Where do I find X” support tickets - 04
Everyone sees the same home screen.
A first-time user sees the same layout as someone who’s worked out every day for six months. Nothing adapts to how the person actually uses the app.
Watched for7-day retention·30-day retention·Sessions per active user / week - 05
Promotions get in the way of actually using the app.
Sales banners, upsell popups and discount badges take up the most visible parts of the screen — pushing the things people actually came to do further down.
Watched forHero CTA click-through·Conversion rate on booking·Cart abandonment on plans
02 · Design solution
Before & after.
Before
What wasn’t working
- Overloaded screens with multiple banners, cards, and CTAs competing for attention, making it hard to identify the primary action
- Redundant content across tabs, sections, and promotions, leading to confusion and repetitive navigation patterns
- Sub-brands (cult.fit, eat.fit, mind.fit) lack clear context, making the overall offering feel fragmented and hard to understand
- Promotions and pricing blocks dominate the experience, interrupting core user tasks like booking workouts or browsing meals
- Inconsistent spacing, typography, and component styles create a cluttered interface with weak visual hierarchy
After
What works now
- Clear visual hierarchy reduces overload by structuring content into focused, easy-to-scan sections
- Modular, card-based layout improves discoverability and removes repetitive navigation patterns
- Aurora-inspired design system with a dark theme reflects the energy and ambience of Cult gyms while creating a cohesive, premium experience
- Contextual grouping of fitness, mindfulness, nutrition, and care improves understanding of the overall ecosystem
- Value-first approach integrates promotions more subtly, reducing friction and allowing users to focus on core actions
03 · The Process
How it came together.
01
Discover
Broaden understanding
02
Define
Narrow to the real problem
03
Develop
Explore many directions
04
Deliver
Converge & ship
User surveys · Analytics · App store reviews · Competitor analysis · Social listening
Personas · Journey maps · Problem statement · KPI framework
Moodboards · Information architecture · Lo-fi wireframes · Iteration rounds
Hi-fi prototype · A/B test · Rollout · Post-launch measurement
01
Discover
Cast wide before drawing anything.
Five sources, each revealing a different layer of the truth. Patterns that survived all five became the ones worth designing against.
Analytics
4+
taps just to book a class — the most common task in the app
App Store · ★★★☆☆
“I can never find where to book my cult class. There’s too much going on.”
Social Listening
“Every time I open the app there’s a new sale banner. I just want to check my schedule.”
User Survey
“I didn’t realise eat.fit and cult.fit were the same app until someone told me.”
Analytics
62%
of sessions ended on the homepage — no feature tapped
Competitor Analysis
They do well
Single brand identity
One clear CTA per screen
Contextual upsells
Our gap
5 competing sub-brands
Promo-first hierarchy
No personalisation
Problem statement
Members couldn’t tell which part of the app to open — and once they were in, couldn’t tell why they should stay.
02
Define
Converge on the real problem.
Three personas. Each one broke the app differently. Together they made the core issue undeniable.
Persona 01
Priya, 24
The committed regular
GoalBook a class fast, track her streak
PainSwipes past 4 banners to reach a button she’s tapped 200 times
Persona 02
Rohan, 32
The cautious explorer
GoalTry meditation & consultations before committing
PainPushed annual membership 3× in first session, left without trying anything
Persona 03
Anita, 40
The prescribed user
GoalFollow her doctor’s care plan via care.fit
PainCult.fit hero made her think she’d opened the wrong app entirely
Journey map · three paths, one broken system
Open app
Find feature
Take action
Complete task
Priya
Opens homepage
Scrolls past 4 promo banners to find Cult Classes
Taps booking — routed through sub-brand switch
Books — but frustrated every single time
Rohan
Opens app, curious
Immediately hit with membership upsell popup
Pushed annual plan 3× before finding features
Drops off — never tries meditation or consults
Anita
“Did I download the right app?” — cult hero doesn’t match care.fit
Can’t find care.fit — buried under fitness content
Navigates away, confused by sub-brand tabs
Calls support instead of completing task in app
Neutral
Frustrated
Drop-off risk
↳ Key insight
Every persona hit a different wall — but the same root cause: the app was organised around its products, not its members.
03
Develop
Three directions before one screen.
Each direction was pushed to mid-fidelity to stress-test how it held across real content, real faces, and real user tasks — not just mood.
Brand identity stayed constant across all iterations — same colors, same typeface. What changed was layout approach, visual depth, and UX hierarchy.
V1Light & Aspirational
Aa
CleanAiryFamiliarLight-on-white
CULT.FIT
culteatmindcare
BOOK YOUR
NEXT CLASS
NEXT CLASS
India’s #1 fitness platform
FIND A CLASS
Popular near you
🧘
Yoga
🥊
Boxing
🏋️
Strength
What’s included
Fitness classesCult centres + at-home
Nutrition planseat.fit meal delivery
Mental wellnessmind.fit sessions
Ruled out because
- Reads like every other fitness app — no brand differentiation
- Light surfaces lose the energy of an actual cult gym
- Sub-brand tabs still fragment the experience
V2Dark
Aa
DarkNo gradientsStarkBold-type
CULT.FIT
Good morning
BOOK
YOUR CLASS
YOUR CLASS
FIND A CLASS →
Offerings
FITNESS
cult classes · gym access
NUTRITION
eat.fit meal plans
MIND
meditation · therapy
Ruled out because
- Dark without depth reads as cold and corporate
- Flat geometry misses the fluidity of movement and training
- Strong but inert — doesn’t feel alive or energising
V3 ✓Aurora Dark
Aa
Aurora glowDepthMotionPremium
Why this direction won
- Aurora gradients mirror the heat and atmosphere inside cult gyms
- Depth without noise — dark base lets photography breathe
- Feels premium and differentiated vs. every competitor
Direction rationale
Criterion
V1 Light
V2 Dark
V3 Aurora
Reflects the energy of cult training
✗
◑
✓
Differentiates from competitor apps
✗
◑
✓
Feels premium across all personas
◑
◑
✓
Photography integrates naturally
✓
◑
✓
Scales to promotions without clutter
✗
◑
✓
04
Deliver
Ship, measure, be honest.
Launched behind an A/B test, rolled to 100% within the first month. Here’s how the KPIs set at the start of the project actually moved — the wins, the modest gains, and what still needs work.
KPI outcomes · post-rollout
Navigation efficiency
Steps to book a class
4+→2
Strong win
Drop-off rate on booking
68%→41%
Strong win
Time to complete booking
~3 min→~1.2 min
Strong win
Feature discovery
Support tickets — “where is X”
Baseline→−45%
Strong win
Hero CTA click-through
Baseline→+62%
Strong win
Misclicks on home
Baseline→−22%
Improved
Conversion
Conversion rate on booking
Baseline→+18%
Strong win
Cart abandonment on plans
83%→71%
Improved · still high
App store rating
3.2 ★→3.8 ★
Improved
Retention
7-day retention
Baseline→+8pp
Modest gain
30-day retention
Baseline→+3pp
Marginal · watching
Sessions / active user / week
Baseline→+0.4
Barely moved
Qualitative · user testing findings
What worked
👤
“Finally feels like one app instead of five tabs fighting each other.”
User, 24 · committed regular
👤
“I could actually browse without feeling sold to every two seconds.”
User, 32 · cautious explorer
👤
“Booking a class used to take forever. Now I’m done in two taps.”
User, 28 · on-the-go member
Booking speed was the single most mentioned improvement across all user groups — unprompted.
Elite / Pro / Live tier framing reduced plan confusion. Members identified their tier in under 10 seconds.
Dark aesthetic tested positively with existing members — 78% rated the new UI as more premium than the previous version.
What still needs work
👤
“I still had to search for the care.fit section — it’s there, just not obvious for someone like me.”
User, 40 · prescribed user
eat.fit and mind.fit still felt secondary to users who came specifically for nutrition or mental wellness. Fitness-first hierarchy is a structural problem for the next cycle.
Cart abandonment at 71% remains an open problem. The pricing structure — not the design — is the likely root cause. A dedicated plan-selection flow is scoped for the next sprint.
The honest read
The redesign moved decisively on what design could directly control — task completion, navigation clarity, and first impressions. Long-term retention and cart abandonment sit downstream of product and pricing decisions outside a single redesign cycle. They’re not failures — they’re the next brief.
3 of 5
KPI groups with strong movement
2 of 5
KPI groups with scope for further work
Final screens
The delivered product.
Thanks for making it all the way!