FOCUS AREA
Subscription
Personalised training
Health & Performance
Chelsea FC Nutritionists
The product
A personalised training-driven app
Users onboarded through a deep training flow capturing goals, routines, and frequency. From there, the app:
generated nutrition guidance aligned to training days
suggested meals and supplement intake at the right moments
adapted recommendations as training changed
Recipes & content at scale
In parallel, nutritionists and a chef built a 100+ recipe library, designed into the app with:
ingredients and quantities
step-by-step cooking flows
image and video-based instructions
This content was algorithmically surfaced based on the user’s training profile, which resulted in many complex states and flows to design and test.
Design leadership & execution
Led creative direction of the app with a small design team (1 junior, outsourced)
Owned high-fidelity UX flows and prototyping across the full experience
Built and maintained the design system
Worked closely with engineers throughout delivery
Balanced brand constraints with clarity and usability
The app shipped as a complete, working product.
Subscription & commerce
After launch, we extended the ecosystem to include:
supplement box subscriptions
fast re-order flows inside the app
flexible pause / manage subscription states
I also led the creative direction for the e-commerce experience:
aligned visually with the app
simplified to a more point-of-sale style
designed for DTC and Amazon imagery consistency
Multiple subscription prototypes were tested to find the right balance between speed, clarity, and control.
Why this project matters
Blue Fuel was about long-term habits, not one-off interactions. It required:
deep systems thinking
close collaboration with domain experts
careful UX for trust and motivation
subscription design without friction
It’s one of the projects where I spent the most time living with the product, refining it over months rather than weeks.