FitFuel

CASE STUDY

FitFuel is an AI-powered wellness app tailored for high-net-worth (HNW) individuals, offering personalized health protocols, exclusive concierge services, and privacy-first design. The project focused on designing a premium user experience that balances personalization, trust, and elegance, while leveraging AI to enhance scalability and efficiency.

Role: UI/UX DesignerScope: Research, Design, Prototyping, AI Integration
Timeline: 4 weeks
Tools: Figma, Galileo, Uizard, ChatGPT, Perplexity

The Challenge

HNW users often find mass-market fitness apps too generic and intrusive. They demand privacy, hyper-personalization, and seamless integration with their busy schedules. The challenge was to design a wellness app that aligns with these expectations while incorporating AI features that truly add value.

Mood Board

Brand Voice

  • Onboarding & Setup

    Welcome Screen

    “Welcome to FitFuel. Your journey to precision wellness starts here.”

    Invite Code Entry

    “Enter your exclusive access code to unlock a personalized fitness experience.”

    Device Sync Prompt

    “Link your wearables. We’ll handle the rest—quietly, intelligently.”

    Privacy Preferences

    “Your data, your rules. Choose how we tailor your experience.”

  • Workout Dashboard

    Daily Plan Header

    “Today’s Protocol — Aligned with your rhythm.”

    Missed Session Tooltip

    “Life happens. We’ve recalibrated tomorrow to keep you balanced.”

    Modify Plan Button

    “Refine your focus.”

  • Progress Insights

    Weekly Report Header

    “Momentum, visualized. See the patterns behind your performance.”

    Heart Rate Variability Tooltip

    “A deeper breath, a stronger recovery. HRV trending up.”

    Milestone Reached Banner

    “Subtle gains, exceptional outcomes. You’ve reached a new threshold.”

Personas

  • Isabella DuBois

    Age: 40 | Managing Director at a private investment firm

    Location: New York & Geneva (dual residence)

    Net Worth: $27M

    Lifestyle Habits:

    Works 70-hour weeks across time zones, Uses a private wellness concierge, Wears Oura Ring + Apple Watch Ultra, Prefers bio-optimized workouts and executive health clinics

    Fitness Goals:

    Stress regulation, Improve HRV and sleep efficiency, Maintain optimal BMI for underwriting

    Pain Points:

    Generic fitness apps feel invasive and juvenile, Privacy concerns with mass platforms, Needs real-time, data-backed adjustment without hand-holding

  • Alexander Wolfe

    Age: 48 | Managing Partner at a Private Equity Firm

    Location: Manhattan, NY (frequent travel to London, Dubai, and St. Barths), Net Worth: $35M+

    Lifestyle Habits:

    Early riser; starts day with a personal trainer or cold plunge. Regular biometric scans; tracks heart rate variability and sleep cycles with Oura Ring and Apple Watch. Prioritizes performance over aesthetics—aims for optimal energy, focus, and cardiovascular health.

    Fitness Goals:

    Increase VO2 max, Improve longevity markers, Optimize training efficiency with minimal time investment

    Pain Points:

    Dislikes apps that feel mass-market or visually “noisy”, Demands absolute privacy; unwilling to share health data with third-party vendors, Has no patience for generic plans or onboarding that takes more than 90 seconds, Prefers asynchronous coaching and biometric-driven progress over chat-based “motivation”

  • Lila Mikhailova

    Age: 62 | Retired family office co-founder

    Location: Miami Beach, Net Worth: $35M+

    Lifestyle Habits:

    Prioritizes holistic wellness over aggressive fitness, Prefers Pilates, swimming, walking with friends, Consults with anti-aging and lifestyle medicine specialists, Travels frequently, values consistency and care

    Fitness Goals:

    Bone density maintenance, Improved posture and circulation, Optimized supplements and mobility

    Pain Points:

    Distrusts open social networks in fitness apps, Wants elegance and warmth—not gamification, Dislikes apps that treat her like a "beginner"

Personas Bias Audit

Category Evaluation Criteria Isabella DuBois Alexander Wolfe Lila Mikhailova Observation / Action
Age Does the persona represent a varied life stage? 40 – Peak career age 48 – Midlife 62 – Older adult ✔ Good age diversity (mid-40s to 60s); reflects longevity focus.
Ability Do any personas represent limited mobility or non-athletic routines? No – active with biohacking No – high physical performance focus Yes – emphasizes mobility, posture, circulation ■ Add visual cues supporting reduced mobility.
Body Type Are body types varied or assumed to be “fit and lean”? Implied lean and performance-oriented Implied athletic Implied elegant, not sporty ■ Include visuals normalizing functional strength.
Fitness Goals Do goals include varied motivations (not just aesthetics or performance)? HRV, sleep, BMI for insurance VO2 max, longevity, efficiency Bone density, posture, anti-aging wellness ✔ Broad spectrum – performance, regulation, and graceful aging.
Lifestyle Do the personas reflect both high-intensity and gentle wellness lifestyles? Yes – data-driven, concierge-supported Yes – optimized, result-focused Yes – holistic, socially driven ✔ Balanced across biohacking and restorative wellness.
Inclusivity Are there any unintentional biases showing preference for certain tech savviness or devices? High tech comfort Very high tech comfort Moderate tech comfort ■ Consider onboarding options for tech-reluctant HNW users.

Personas

  • Dr. Nadine Okoye

    Age: 61 | Neurologist and international health equity advisor

    Location: San Francisco & Lagos

    Net Worth: $18M

    Lifestyle Habits:

    Prefers low-impact, high-reward routines (Qi Gong, aqua therapy), Travels globally for speaking engagements, Uses FitFuel to align circadian rhythm, oxygen levels, and inflammation control, Prioritizes neuro-longevity over weight metrics

    Fitness Goals:

    Maintain joint mobility due to early-stage arthritis, Improve focus and mental clarity, Reduce stress-related inflammation

    Pain Points:

    Most apps push overexertion or assume youth, Poor accessibility support in luxury fitness interfaces, Resists gamified visuals; prefers calm, clinical UX

  • Jorge de la Vega

    Age 67 | Former CEO, now full-time family investor

    Location: Location: Madrid & Palm Beach

    Net Worth: $72M

    Lifestyle Habits:

    Morning swim, afternoon art walks, occasional golf, Works with a private chef and functional medicine doctor, Uses FitFuel for energy tracking and musculoskeletal stability

    Fitness Goals:

    Enhance recovery time and reduce fatigue, Maintain optimal bone density and spine health, Slow visible signs of aging without invasive treatments

    Pain Points:

    Dislikes “senior” content that feels infantilizing, Seeks data-driven elegance, not cartoonish health nudges, Wants peer-based privacy circles—not public comparisons

  • Anaïs Moreau

    Age 38 | Luxury textile entrepreneur

    Location: Paris & Marrakech

    Net Worth: $15M

    Lifestyle Habits:

    Highly mobile—spends weeks in ateliers or on-site with artisans, Recovered from spinal injury; focuses on gentle Pilates, sleep cycles, and anti-inflammatory nutrition, Relies on FitFuel’s AI for stress scoring, ergonomic adjustments, and jetlag recovery

    Fitness Goals:

    Prevent flare-ups of chronic pain, Restore deep sleep patterns, Track hormone balance through subtle physical cues

    Pain Points:

    Doesn’t identify with hyper-athletic imagery, Needs quiet UX flow with cultural nuance, Sensitive to physical overload—wants rhythmic guidance

Research & Ideation Overview

  • Competitive and market research

    Key competitors’ analysis

    Feature gap identification

    Market sizing and segmentation

  • User research approach and insights

    Research questions and methodology

    Key findings from simulated user feedback

    Identified user needs and pain points

  • Persona development and bias mitigation

    Final personas (after bias correction)

    Before/after examples showing bias mitigation

    Guidelines for inclusive research

  • Design opportunities and next steps

    Priority feature opportunities based on research

    Key hypotheses to test in the design phase

Competitive & Market Research

Key Competitors

Top 3 fitness apps for affluent clientele. While all three platforms offer high-quality fitness experiences, Equinox+ stands out for its integration of specialized sports and wellness services, including spa treatments and vitamin IV therapies, catering specifically to an affluent clientele seeking a comprehensive luxury fitness solution.

Feature/Service Equinox+ Centr by Chris Hemsworth Obé Fitness
Specialized Sports (e.g., Tennis, Golf, Padel) ✔ ✔ ✘
Spa Treatments & Wellness Services ✔ ✔ ✘
Vitamin IV Therapy Delivery Integration ✔ ✘ ✘
Personalized Training Plans ✔ ✔ ✔
Live & On-Demand Classes ✔ ✔ ✔
Mindfulness & Meditation ✔ ✔ ✔
Celebrity/Expert Endorsement ✔ ✔ ✔

Market Gaps & Opportunities

Feature / Service FitFuel (Vision) Equinox+ Centr Obé Fitness Opportunity for FitFuel
Specialized Sports (Tennis, Golf, Padel) ✅ Planned ⚠️ Limited ⚠️ Some ✘ Deep integration with private coaching & AI tracking
AI-Driven Biometric Personalization ✅ Core Feature ✘ ⚠️ Partial ✘ Own the space with wearables + hyper-custom plans
Vitamin IV / Spa / Recovery Integration ✅ Concierge model ✅ In-club ✘ ✘ Lead by offering on-demand concierge booking
Mobility / Joint-Protection Workouts ✅ Inclusive tiers ⚠️ Limited ✘ ⚠️ Light Own the over-50 HNW segment with elegant content
Sleep Optimization & Longevity Focus ✅ via wearable data ⚠️ Light ⚠️ Moderate ✘ Partner with Oura/WHOOP for deeper insights
High-End Visual + Brand Identity ✅ Premium aesthetic ✅ ⚠️ Fitness-first ⚠️ Trendy Maintain aspirational editorial-level brand voice
Personal Concierge Services (Health/Nutrition) ✅ Roadmap feature ⚠️ In-person ✘ ✘ In-app chat/video booking = key differentiator
Exclusivity / Invite-Only Access ✅ Core UX principle ✘ ✘ ✘ Leverage scarcity to build cultural capital
Luxury Wellness Travel Integration ⚠️ Future roadmap ✘ ✘ ✘ Add fitness-retreat matchmaking (ex. Ibiza, Sedona)
Asynchronous Coaching with AI Support ✅ Biometric-based ✘ ✘ ✘ Reduces friction for busy HNW users

Market Size & Segmentation

The luxury wellness fitness app market in 2025 is estimated to reach between $8B and $12B globally, targeting high-net-worth individuals seeking AI-driven, concierge-integrated performance optimization.

The segment is growing rapidly, fueled by compound annual growth rates (CAGR) ranging from 12.5% to 24%, with projections reaching $25B+ by 2030 as ultra-personalized wellness becomes mainstream within the affluent market.

Key Market Segments & Differentiators

A luxury wellness app like FitFuel enters a premium niche where unmet needs persist for personalization, discretion, and lifestyle integration.

HNW Professionals
Busy executives optimizing for performance, energy, and insurance readiness

Semi-Retired Legacy Builders
Affluent 55+ users prioritizing graceful aging, mobility, and subtle progress tracking

Global Elite Travelers
Jet-setters needing circadian alignment, biometric adjustment, and concierge fitness

Optimization-Driven Creators
Users seeking minimal, aesthetic interfaces with data-rich but stress-free guidance

User Interviews

SEMI-STRUCTURED PROTOCOL: FITFUEL – AI WELLNESS APP FOR AFFLUENT USERS

Study Objective

To understand user goals, lifestyle context, wellness expectations, pain points, and trust in AI personalization within the context of high-end health and fitness experiences. This will guide the UX and service design of FitFuel, a concierge-level wellness app for affluent individuals.

Duration: 1 week | # of participants: 8–10 | Session length: 45–60 minutes | Type: Remote, moderated

Screener Questions

  1. What is your age? (Looking for a mix between 35–70+)

  2. What is your occupation or background? (We’re targeting executive-level or legacy-building individuals)

  3. How often do you engage in fitness, health, or wellness activities? (We’re open to both highly active and moderately engaged users)

  4. Have you used any health or fitness apps or services in the past 6 months? (Looking for prior app familiarity or openness to AI wellness solutions)

Interview Intro Script

“Hi [Participant Name], thank you so much for joining today. I’m [Your Name], part of the research team for a new AI-powered wellness platform designed for individuals who take their health seriously, and value privacy, personalization, and performance.”

“Today’s session will take about 45 to 60 minutes. The goal is to understand your wellness habits, your expectations from digital tools, and how you feel about AI in this space. There are no right or wrong answers—we’re simply learning from your experience.”

“With your permission, I’d like to record this for internal research purposes only. Your responses will be kept confidential and anonymized. Is it okay if I go ahead and record?”

[Wait for consent.]

“Feel free to pause, skip a question, or stop at any time. Sound good?”

User Responses: Fintess App Challenges

  • “I find most apps too ‘motivational.’ I don’t need a cartoon badge telling me I’ve done well—I want hard data that respects my intelligence.”


    — Alexander, 44, Private Equity Partner

  • “Everything takes too long to set up. I tried one app that made me click through 12 screens before starting anything. I don’t have that kind of patience.”


    — Isabella, 48, Managing Director

  • “A lot of them assume I want to lose weight. I’m focused on strength and balance—not fitting into a younger body type.”


    — Lila, 62, Retired Family Office Co-founder

  • “It’s hard to find anything that feels designed for someone who travels internationally every week. My schedule’s erratic and most apps don’t adapt to that.”


    — Marc, 50, Aviation Entrepreneur

  • “I feel like I’m constantly being sold to. One app pushed protein powders and gear more than it supported my actual goals.”


    — Anaïs, 39, Luxury Textile Designer

  • I use wearables, but most apps don’t know what to do with the data. They show me numbers but don’t translate them into meaningful suggestions.”


    — Jorge, 67, Former CEO

  • “I hate how noisy the interfaces are. I want something elegant and calm—not red buttons yelling ‘Go harder!’ every time I log in.”


    — Nadine, 51, Neurologist

  • “I’m skeptical about how they use my data. One app asked to access my location 24/7, which felt unnecessary and invasive.”


    — Julien, 42, Tech Investor

  • “Some apps feel like they were designed for twenty-somethings who want to post about their workouts—not someone who just wants to feel good and recover well.”


    — Camille, 58, Gallery Owner

  • “I had a custom plan built with a trainer, but the app kept overriding it with random suggestions. It made me feel like the app thought it knew better than my actual coach.”


    — David, 56, SaaS Founder

User Insights Synthesis

Theme Pain Point Design Opportunity
Too much setup friction Time-constrained users abandon early Concierge onboarding with biometric sync
Patronizing UX Gamification doesn't suit luxury users Sophisticated, minimal visual design
Travel & inconsistency Routines break during trips Smart adaptive protocol (based on travel & recovery)
Misuse of data Generic plans, poor feedback loops Transparent, contextual AI + “Explain this suggestion”
Desire for discretion Lack of privacy or elite feeling Invitation-only model + private concierge experience

FitFuel Design Strategy Summary

Key Design Opportunities

  • Concierge-style experience for booking luxury wellness services
  • Adaptive, biometric-based daily routines (“Smart Protocol”)
  • Invite-only, privacy-first UX to appeal to HNW users. Calm, editorial interface – no gamification or motivational noise
  • Inclusive flows for aging bodies, mobility sensitivity, and visual clarity
  • Explainable AI recommendations with user override options

Priority Features to Build

  • Concierge Control Panel
  • Executive Smart Protocol
  • Silent UI Mode + Visual Accessibility Layer
  • Wearable-Based Onboarding
  • Private Mode + Data Sovereignty Settings

Hypotheses to Test

  • Users trust and engage more with explainable AI
  • Luxury users prefer concierge scheduling over DIY
  • Invite-only onboarding increases perceived exclusivity and adoption
  • Reducing gamification improves clarity and brand alignment

Prototypes

Onboarding Flow

  • Private access code entry screen

  • Optional biometric device sync (Apple Watch, Oura)

  • Wellness goal selection (e.g., longevity, mobility, energy, sleep)

  • Personal preference input (e.g., travel frequency, training style) Final personalized dashboard preview

  • Color palette: dark background with deep purple, red, orange and yellow elements

Microcopy

Onboarding Prompts

Welcome Screen: “Welcome to FitFuel. Your path to refined wellness begins here – on your terms.”

Wearable Sync Prompt: “We’ve located your Apple Watch. Shall we sync and personalize your journey?”

Goal Selection: “Choose what matters most right now: Longevity. Focus. Recovery. You can always adjust.”

Daily Protocol / Dashboard

Smart Protocol Insight: “Your body recovered 12% better overnight. We’ve dialed today’s session to match.”

Low Energy Detected: “Energy is currency. Today’s plan supports restoration without retreat.”

Motivational Nudges

“Consistency isn’t loud. It’s quietly effective. You showed up.”

“Wellness isn’t a sprint. It’s the art of subtle alignment.”

Error / System Messages

Connectivity Issue: “Looks like we lost the signal. Your data remains private and will update once reconnected.”

Service Unavailable: “This concierge service isn’t available at your location yet. Would you like us to notify you when it is?”

“Protocol complete. Your metrics have been recorded. Intelligence builds silently.”

Usability Test Results

Task 1: Enter Invite Code & Begin Onboarding

Issue: Users didn’t notice the invite code field immediately
Cause: Minimalist UI made the field blend into the background
Solution: Add soft animation or subtle glow on the code field; include microcopy like “Enter your exclusive code to begin.”

Issue: Confusion about exclusivity
Cause: Lack of onboarding context or brand positioning early on
Solution: Include a one-liner at the top: “Private wellness access for elite members only.”

Issue: Users expected Face ID integration
Cause: High-end users are accustomed to biometric shortcuts
Solution: Offer Face ID or Apple login as an optional authentication enhancement after code entry.

Task 2: Sync a Wearable Device

Issue: Users hesitated to connect wearables without knowing what data would be accessed
Cause: Data permissions weren’t explicitly shown
Solution: Add a lightweight “What we access & why” modal with a calming tone.

Issue: “Connect” buttons looked like text, not CTAs
Cause: Inconsistent visual hierarchy
Solution: Style buttons more distinctly using brand accent color and icons.

Issue: Some expected more sync options
Cause: Limited initial device selection
Solution: Add a note: “More devices coming soon. Let us know what you use.”

Task 3: Select Wellness Goals

Issue: Users weren’t sure if they could choose multiple goals
Cause: Selection UX didn’t make multi-select obvious
Solution: Add clear multi-select indicators and label.

Issue: Users didn’t understand how goals would impact the experience
Cause: Lack of forward-looking feedback
Solution: Add a sentence: “We’ll use this to shape your daily protocols and service suggestions.”

Issue: Some goals felt vague (“Energy” and “Mobility” overlapped)
Cause: Insufficient distinction in copy
Solution: Refine copy for clarity.

Task 4: Browse and Select a Workout Plan

Issue: Users couldn’t tell which sessions were AI-recommended vs. optional
Cause: Lack of differentiation in visual hierarchy
Solution: Tag AI-curated sessions with a subtle badge: “Today’s Smart Picks.”

Issue: Users wanted clearer preview of time, equipment, and intensity
Cause: Needed to tap into each workout to view details
Solution: Add condensed tags or icons (e.g., ⏱️ 20 min · 🧘 Low · 🚫 No Equipment).

Issue: Low-impact options were buried or unclear
Cause: No clear entry point for mobility-sensitive users
Solution: Include a “Filter by preference” toggle (e.g., Intensity · Duration · Mobility-friendly).

Ethical Compliance Check

Visual Integrity & Inclusivity Review

Representation Review

Reviewed all persona visuals for demographic breadth

Included diversity in age, body type, ability, and ethnic background

Adjusted visual prompts to reflect affluent users with reduced mobility, older age, and non-mainstream physiques

Adjustments Made

Replaced generic stock-like images with tailored representations

Introduced accessibility cues (e.g., assistive devices, low-impact fitness)

Prioritized natural elegance over stereotypes in styling affluent users

Copyright Verification

All assets generated via AI tools with no copyrighted material uploads

Verified originality through platform history (no reverse image matches found)

No use of known logos, celebrity likeness, or trademarked visuals

Thank you!