Michelle Bridges 12 Week Body Transformation
Startup, Fitness • 2013-2016
I helped transform 12WBT from a basic MVP into Australia's leading health and fitness platform that reached millions of users. My clean, intuitive interface design for both the website and iOS app contributed to the program's phenomenal success, helping members collectively lose over one million kilograms. The platform scaled to support 100,000+ active users, delivering personalised workout plans, nutrition guides, and mindset coaching to users on their transformation journeys.
- UX
- Design Thinking
- Wireframe
- Information Architecture
- User Journey
- Conversion Optimisation
- User Research
- Usability Testing
- UI
- Interaction Design
- Visual Design
- Responsive Design
- Mobile App
- Prototyping
- Branding & Identity
- Art Direction
- Stakeholder Collaboration
- Photoshop
12WBT Daily App
Working alongside the client's UX team, I designed the 12WBT Daily app as a companion to the main program. We focused on answering "What do I need to do today?" with a clean interface delivering personalised workouts, meal plans, and progress tracking.
Key features included the Workout Player with guided exercises, offline access, and a simplified Daily View of each user's plan. Success came from addressing actual user needs rather than replicating web functionality.
Dashboard & User Experience
I experimented with various dashboard layouts to balance information density with usability. The solution featured a clean visual hierarchy prioritising daily actions while making deeper insights accessible through intuitive navigation, using colour strategically to highlight progress and achievements.
Dynamic Video Content
Our team developed an innovative solution for workout videos. I executed the UX/UI design for a system that assembled personalised workouts from individual exercise clips, generating unique workout combinations while reducing loading times and bandwidth requirements.
Onboarding & Member Zone
I designed a streamlined onboarding experience that reduced dropout rates and a Member Zone that fostered engagement and supporting community.
And so much more
My design work extended across the entire 12WBT ecosystem, including personalised meal plan interfaces with dietary preference customisation, shopping lists with Woolworths integration, and user-centric tracking tools like My Stats and My Tracker that visualised user progress. I also designed and optimised various iterations of marketing pages and homepages, significantly improving user conversion rates through strategic layout, messaging and optimised sign-up and payment processes.