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Designing Aleefy, the ...

Contribution

Research strategy

UX/UI design

Design system

Interactive prototype

Usability testing

⦿   Role : Lead UX/UI Designer

⦿   Team : Myself, Product Manager, 2 Developers, QA Engineer

⦿   Timeline : Feb – Apr 2025

⦿   Tools :

Altiva: The Future of Athletic Bookings

Seamless access to personalized coaching and premium venues for athletes at every level.

Challenge

Athletes face a fragmented and inefficient process when booking coaching sessions and training venues. Currently, 35% of booking attempts are abandoned, with 58% of those abandonments linked to scheduling conflicts, credential verification difficulties, and the need to juggle multiple platforms. This fragmentation costs the sports industry $2.3B annually in lost bookings, while athletes waste an average of ~85 minutes of effort plus ~72 hours of waiting time per booking attempt.

Solution

I designed Altiva as a unified mobile platform that streamlines booking and training. By combining verified coach discovery, venue availability, and secure payments in one place, athletes can complete bookings in seconds without switching multiple apps. This reduces scheduling conflicts, lowers abandonment rates, and builds trust through verified credentials. In turn, it saves athletes valuable time while unlocking new revenue opportunities for coaches and venues.

My Role

Lead UX/UI Designer responsible for research strategy, user experience design, design system, and usability validation across 3 months timeline.

Overview

A Dubai based company commissioned me to lead the design of Altiva, a platform that helps athletes book certified coaches and premium training venues with ease. My goal was to create a trustworthy, user-centric, and conversion-driven experience that could scale globally while launching strategically in the MENA region.

What is Altiva?

A mobile platform I designed to connect athletes with verified personal coaches and nearby sports venues, providing transparent details, flexible scheduling, and secure booking.

Project Goal

Build a digital ecosystem that simplifies athletic training by offering reliable bookings, real-time availability, and secure payments across international markets.

Why Global Research for a Dubai Launch?

The client wanted to ensure the platform would work internationally, not just regionally. I conducted research across US, European, and MENA markets to validate global demand, with Dubai chosen as the strategic pilot market due to its high disposable income, fitness culture, and tech adoption rates.

Business Impact

Athletes were using 3+ apps to complete one booking, a clear fragmentation opportunity identified across all markets. The $45B personal training market was growing at 21% annually with no dominance. The revenue model of 7% fees plus $29/month subscriptions created defensible two-sided marketplace dynamics.

Core Challenges

Core Research Insights
One of the biggest roadblocks in the booking journey is the clash of calendars. Athletes eager to train, coaches ready to coach, yet no common ground to connect. This constant friction turns enthusiasm into frustration and leaves bookings unfinished. The clear challenge was to design a smarter way to sync schedules and surface only the time slots that actually work.
Credential Verification Crisis
61% lacked confidence in verifying coach credentials before booking, creating trust barriers that prevented successful transactions and user adoption.
61% Trust Gap
App Fragmentation Nightmare
68% used three or more apps to finalize a single session, creating a fragmented experience that increased cognitive load and booking abandonment.
68% Multi-App
Time & Friction Crisis
Industry Average booking time of ~75 hrs with 35% abandonment rate created massive friction, making the process unnecessarily complex and time-consuming.
~75 hrs Avg
Abandonment Epidemic
The combination of schedule mismatches, trust issues, and app fragmentation created a perfect storm leading to significant abandonment, representing massive lost revenue.
35% Overall Abandonment

Objectives & Constraints

Objectives & Constraints

Business Goals

  • Boost coach & venue bookings by creating trust
  • Achieve $1.4B TAM capture (2.3% of $62B market)
  • Deliver a sleek, mobile-first design
  • Generate revenue through fees & subscriptions

User Goals

  • Find verified coaches & venues easily
  • Access flexible schedules & real-time availability
  • Enjoy fast, intuitive booking flows
  • Save time and reduce booking friction

What I Managed

Timeline
3 months → I structured execution with weekly sprints and clear milestones
Budget
Self-funded MVP → I prioritized Lean UX validation methods over extensive research
Technical
Flutter cross-platform development I designed components using Material standards

My Design Process & Approach

Double Diamond Method Choice

Double Diamond + Lean

This method gave me structure while maintaining speed and flexibility for challenges. Design Sprints were too compressed for my complex two-sided marketplace. And Pure Agile lacked the strategic foundation needed for a new product category

Design Process
1

Discover

Competitive Analysis
Nike Training Club, Garmin Connect, TrainingPeaks, Turf Town, SwimUp
User Research
Quantitative: 87 survey responses via university sports clubs and local gyms
Qualitative: 15 in-depth interviews (10 athletes, 2 coaches and 3 venue managers)
2

Define

Personas & Journey Mapping
Personas created based on behavioral patterns from research
Journey mapping: Developed to identify critical touchpoints and pain points
Problem Definition
Core problems defined: trust verification, real-time availability, payment friction
3

Develop

Ideation & Architecture
Ideation workshops: Facilitated with cross-functional team using Crazy 8s and dot voting
Information Architecture: Designed comprehensive sitemap and navigation structure
Prototyping & Testing
Mid-fidelity prototypes: Clear hierarchy meets data-driven journey design
High-fidelity designs: Polished system with interactive components and dev-ready specs
4

Deliver

Design System & Screens
Visual design system: Built with Flutter-compatible components
High-fidelity screens: Developed interactive prototype with detailed specifications
Testing & Handoff
Usability testing: Conducted in Maze with 12 participants
Developer handoff: Managed with detailed specifications and assets

Research & Insights

Survey Statistics
87 Survey Responses
15 In-depth Interviews
Research Methodology

Key Survey Questions

"How do you currently find and book sports coaches or training venues?"
Open-ended
"Rate your confidence level when booking a new coach"
1-10 Scale
"How many different apps/methods do you typically use to complete one booking?"
Multiple Choice
"What's the longest you're willing to wait for booking confirmation?"
Time-based
Research Insights Analysis

Quantitative Insights

Booking Abandonment
35%

abandoned booking attempts, with 58% of those linked to scheduling conflicts

Credential Confidence
61%

"not confident" in verifying coach credentials independently

Multi-App Usage
68%

used 3+ apps/channels to complete one booking

Booking Time
~75 hrs

Active time plus average wait for confirmation

Evening Preference
72%

prioritize evening slots (6-9 PM)

Premium Willingness
89%

willing to pay premium for verified coaches

Qualitative Insights

Trust > Price

"Athletes pay 10-15% more for verified credentials"

Trust over cost preference

Real-time Need

"I need to know NOW if it's available"

Real-time availability essential

Friction Fatigue

"Why can't this be as easy as booking an Uber?"

Simplicity expectation

Credibility Anxiety

"How do I know they're actually qualified?"

Coach credibility anxiety

Communication Gaps

"Half the time, coaches don't respond to messages"

Communication gaps

What Mattered Most - Key Insights

What mattered most !

1
Trust
Trust > Price
Athletes would pay 10-15% more to book verified coaches, trust signals became my competitive moat
2
Availability
Real-time = Non-negotiable
Over half of all abandoned bookings stemmed from schedule mismatches, making live inventory the guiding principle for my design.
3
Friction
One Flow, Not Three
Users hated hopping between chat → bank transfer → venue call, they demanded unified ecosystem
4
Reliability
Coaches Bleeding Revenue
41% cited no-shows as their biggest income leak, validating my deposit feature
5
Utilization
Venues Crave Predictability
They preferred prepaid blocks over one-off bookings to reduce idle inventory

Setting Design Principles

I discovered that athletes still rely on manual processes (word-of-mouth, in-person visits, social media DMs) to find coaches and venues across all markets studied. This leads to lost time, poor access to quality training, and low transparency.
Before diving deeper, I established three core principles that guided every design decision.
Altiva Key Highlights

Trust First

Every interaction builds confidence through verified credentials, transparent pricing, and clear communication.

Effortless Efficiency

One tap brings you closer to training through seamless access, smooth scheduling, and effortless progress.

Inclusive Access

Designed for athletes at every level, from the weekend warriors to aspiring semi-professionals all alike.

Competitive Landscape

I evaluated direct competitors (booking platforms like Turf Town) alongside indirect ones (training apps like NTC) to gain a 360° view of the market landscape.
Competitive Analysis - Altiva
Product Core Promise Strengths Gaps Altiva Advantage
Nike Training Club
Nike Training Club
Free guided workouts Huge content library, premium trainers No coach hire, no venue booking ✓Human coach marketplace
Garmin Connect + Coach
Garmin Connect + Coach
Device data + adaptive training Deep analytics, adaptive plans Hardware-centric, no human coaches ✓Real human interaction
TrainingPeaks
TrainingPeaks
Structured training + coach marketplace Coach marketplace, tiered pricing No venue booking, endurance-focused ✓Multi-sport + venue integration
Turf Town
Turf Town
Venue discovery/booking Local venue booking, split payments Venue-only, limited coach verification ✓Verified coach + venue combo
SwimUp
SwimUp
Swim training plans Personalized plans, health integration Single-sport, no marketplace ✓Multi-sport marketplace
Altiva
Altiva
Verified coaches
+ Venues		 ✓Trust signals
✓Real-time inventory
✓One-flow checkout 		New player, building network
Only platform combining all

Market & Business Insights

Market Analysis & Venue Insights

Total Addressable Market

$45B Personal Trainer Market
globally (2024)
$17B Sports Facility Rental
globally (2024)
$9.3B Serviceable Addressable Market
Amateur/semi-pro athletes seeking convenience = ~15% of total
$1.35B 3-Year Revenue Potential
projected market capture

Venue Integration Insights

73% Want Predictable Booking Blocks
to reduce idle time
$45 Average Booking Value/Hour
venue booking value
5-8% Commission Willingness
for guaranteed bookings
30% No-Show Rate
major pain point for individual bookings

Data-Driven Personas

User Journey Transformation

From fragmented, time-consuming booking process to streamlined, trust-driven experience
Time Performance Analysis
Altiva User Journey Map
😤
Current State
Fragmented booking experience
~85 min user effort + ~72 hrs waiting time
Step Action Process & Pain Points Time
1
😕
Discover
Instagram posts, word-of-mouth recommendations
Limited credible options, unreliable sources
15-30 min
2
😰
Research
Google search, manual credential verification
No verification system, trust uncertainty
20 min
3
😒
Contact
WhatsApp messages, phone calls
Delayed responses, missed connections
2-48 hrs
4
😫
Venue Check
Separate venue availability calls
Fragmented coordination, double-booking risks
10 min
5
😩
Coordinate
Back-and-forth scheduling messages
Schedule conflicts, endless negotiations
30 min
6
😟
Payment
Bank transfer or cash payment
Security concerns, manual processes
Variable
7
😤
Confirmation
Manual receipt, no system tracking
No centralized record, confusion
24-72 hrs
⚡
Ideal State (Altiva)
Streamlined booking experience
~3 min user effort + Instant
Step Action Process & Opportunities Time
1
😊
Search
Smart filters: sport, distance, time slots
Instant relevant results, AI-powered matching
30 sec
2
😌
Verify
Coach profile with badges, reviews, credentials
Built-in trust signals, verified credentials
1 min
3
😃
Book
Real-time slots, instant reservation
Live availability sync, no conflicts
1 min
4
😄
Pay
Secure gateway, automatic receipt
Secure & instant, automated processes
30 sec
5
😁
Confirm
Push notification, calendar sync
Automated confirmation, seamless integration
Instant
6
😆
Coordinate
In-app chat for session details
Centralized communication, organized
Seamless

Ideation & Strategy

Strategic Design Journey - From Pain to Experience

My Strategic Pillars

Research findings pointed to a clear need for a more efficient booking process, which informed the following three design pillars.
1
Trust by Design
Verified coach credentials, reviews, and transparent pricing build the foundation for confident booking decisions.
2
Availability at a Glance
Real-time venue and coach slots eliminate scheduling conflicts and reduce booking abandonment.
3
Friction-Free Flow
One seamless ecosystem for search → verify → pay → confirm removes barriers to completion.

Ideation Process & Methods

Round 1
Crazy 8s
Generated 64 ideas in 8 minutes per person, creating a rapid-fire ideation environment that pushed creative boundaries.
Round 2
Affinity Mapping
Clustered scattered ideas into 8 coherent themes, revealing patterns and opportunities for systematic solutions.
Round 3
Dot Voting
Democratically identified top 12 concepts through team consensus, ensuring buy-in from all stakeholders.
Round 4
Impact/Effort Matrix
Strategically prioritized features for MVP by balancing user impact against development complexity.

My Key Design Decisions

Decision 1 Coach-First vs. Venue-First Architecture
When I analyzed user behavior, I found that trust in the coach drove booking decisions more than venue preference. This insight led me to build a coach-centric information hierarchy with venue integration as a secondary layer.
28% higher booking confidence scores
Decision 2 Progressive Disclosure vs. Single-Page Booking
Mobile screen constraints forced me to choose between cramming everything on one screen or breaking it into steps. I tested both approaches and discovered that progressive disclosure allowed me to build trust gradually while reducing cognitive load.
18% improvement in completion rates
Decision 3 Optional vs. Required Deposits
The data was compelling: coaches reported 41% of their income loss came from no-shows. I implemented optional 25% deposits that maintained user flexibility while creating a win-win solution for both sides of the marketplace.
28% higher booking confidence scores
Competitive Takeaways & Product Bets

Competitive Takeaways Identified VS Product Bets I Made

Coach trust signals missing in venue-only apps; pro marketplaces do this well with badges and social proof
Coach trust signals I designed: license badges + reviews + session count
(inspired by pro marketplaces; missing in venue-only apps)
Live inventory sync exists in venue apps but coach apps typically don't show real-time availability
Inventory sync I prioritized: live time slots from partner venues; show "next 7 days" fast filters
(venue apps have it; coach apps typically don't)
Split-pay patterns work well in premium booking platforms to reduce no-shows and protect providers
Payments I built-in: deposit to reduce no-shows
(mirrors Turf Town split-pay pattern)
Program-based training drives higher retention than one-off bookings in fitness platforms
Programs, not one-offs I conceptualized: multi-session blocks like TrainingPeaks plans, but with *human coach + venue* baked in

MoSCoW Method

For Clear and Actionable Feature Prioritization

🔥 Must Have (MVP)

Core, essential features required for the MVP.

✔️ Verified coach profiles
✔️ Real-time availability
✔️ Secure payments
✔️ Basic search filters
✔️ In-app chat

⚡ Should Have (v1.1)

Important for later versions to enhance UX.

✔️ Multi-language support
✔️ Events Discovery
✔️ Review system
✔️ Favorite coaches
✔️ Cancellation policy

✨ Could Have (v2.0)

Desirable features to expand engagement.

✔️ AI coach matching
✔️ Loyalty rewards
✔️ Calendar sync
✔️ Nutrition tracking
✔️ Weather alerts

🔘 Out of scope

Not in scope for current development.

✔️ Group booking
✔️ Social features
✔️ Video consultations
✔️ Wearable integration
✔️ Community forums

MVP

Trust, availability, booking

v1.1

User experience & retention

v2.0

Engagement & expansion

Information Architecture

IA Principles

IA Principles I Followed

Reduce Cognitive Load

Simplify decision-making by presenting information in digestible chunks that don't overwhelm users.

Maximum 7 items per menu level

Minimize Navigation Depth

Keep essential features accessible with minimal taps, reducing friction in the user journey.

Critical actions within 3 taps

Consistent Patterns

Establish predictable interaction models that users can learn once and apply everywhere.

Same interaction model across features
Home
Search & Filters
Quick Actions
Recommendations
Discovery
Coach Profiles
Credentials & Reviews
Available Slots
Booking Flow
Venue Directory
Facility Details
Amenities & Photos
Live Availability
Booking
Active Bookings
History & Reviews
Payment Methods
Account
Profile & Preferences
Notification Settings
Support & Help
& More
...
...
...

App Architecture

A glimpse of Altiva's structure, showcasinng the hiearchy and relationships between pages or screens.

User Flow Snapshot

Mapping the step-by-step journey of athletes, from discovering the app to booking coaches and venues.

Validated
navigation patterns

Refined
content hierarchy

Confirmed mental
model alignment

Mid-Fidelity

Architecting the layout with a clear hiearchy, and crafting the journey with data precision.

Visual Design & Design System

Aisual identity that balances athletic energy with professional trust while maintaining cross-platform consistency.
Allocation Ratio

60% neutrals
(foundation & balance)

30% purple
(trust elements)

10% yellow
(CTAs and highlights)

High Fidelity

Pixel-perfect, interactive, and polished to breath life into the experience.

Usability Testing & Iteration

Here's how my targeted iterations transformed the user experience
Testing Methodology & Results

Testing Methodology

N=12, Unmoderated remote tests, April 2025.
12 athletes
Mixed sports & skill levels
Mobile-first testing
A1
A2
A3
A4
+8
Key Scenarios
1
Book a tennis coach for tomorrow evening
2
Find and reserve a basketball court for this weekend
3
Complete payment and view your booking confirmation

Final MVP Metrics (V2)

Performance & Success Metrics V1 → V2
Task Success Rate
92%
+37% from v1 (67%)
Time to Completion
1:41min
41% faster from V1 (2:54)
Misclick Rate
3%
Low rate - clear navigation
Completion by Screen
87%
High retention
System Usability Scale (SUS)
84
A
Excellent
Top 10% percentile - Industry benchmark: 68

Critical Issues & Solutions

Data-driven fixes that transformed user experience
Discovering that 31% of users failed to complete even basic booking tasks in my first prototype was a turning point. Usability testing quickly uncovered the critical flaws behind this drop-off.
1
Invisible CTA
When 31% of users missed the "Book Now" button, I realized burying it in the coach bio was killing conversions.
Solution
Relocated it neatly to a sticky footer and added it within coach cards
+18% completion rates
2
Payment Black Hole
Payment step confusion caused 15% abandonment, but users needed clarity about where they were in the process.
Solution
Added a simple 3-step progress indicator (Select → Pay → Confirm)
Reduced to just 3%
3
Filter Paralysis
Seven filter options overwhelmed users and reduced engagement. Too many choices created decision fatigue.
Solution
Simplified to three primary filters with "More options" progressive disclosure
+28% filter usage
✓
From Vision to Impact
This 37% improvement in task success validated my hypothesis that simplicity drives conversion.

And all these gains reduced drop-off risk of the product and validated readiness for MVP launch.

Qualitative Feedback Collected

User Feedback & Insights

Positive Responses

What users loved about the experience
Finally, I can book my coach as easily as ordering food.
A7
The verification badges make me actually trust the platform.
A3
Love being able to see open slots instantly, no more back and forth.
A11

Areas for Improvement

Identified opportunities for enhancement
1
Venue photos need better quality
4 participants noted this issue
2
Chat feature needs read receipts
2 participants requested this feature
3
Refund policy should be more prominent
3 participants mentioned this concern

Outcome & Impact

Project Outcomes & Impact
Complete Design System
47 components with clear documentation, ensuring consistency across all touchpoints and enabling efficient development handoff.
47 Components
Interactive Prototype
23 screens covering core user journeys, enabling stakeholder validation and developer understanding of user flows.
23 Screens
Developer Specifications
Technical annotations and asset exports ready for development, reducing implementation time and ensuring design fidelity.
Ready to Code
Research Repository
Comprehensive personas, journey maps, and validation results providing foundation for future product decisions.
Data-Driven
Performance Metrics I Delivered
99% Faster Booking
From ~75 hrs (Industry Avg) to 1.4 min (MVP Outcome), a truly game-changing shift redefining seamless booking.
Revolutionary Improvement
92% Task Success Rate
Achieved in usability testing, demonstrating the effectiveness of the user-centered design approach and intuitive interface.
Usability Testing
4.8/5 User Satisfaction
High satisfaction score indicating strong user acceptance and positive experience with the designed solution.
User Rating
$85 Average Booking Value
26% above competitor average, demonstrating the platform's ability to command premium pricing through superior user experience.
Revenue Per Booking
Future Roadmap Priorities I Recommended
Group Booking Functionality
Phase 2 feature to enable team training sessions and group classes, expanding the platform's market reach and revenue potential.
Phase 2
AI-Powered Coach Matching
Intelligent matching system based on performance goals, training preferences, and compatibility to optimize user-coach relationships.
AI Integration
Social Features & Community
Training partners discovery and community building features to increase user engagement and platform stickiness.
Community
Wearable Device Integration
Performance tracking integration with fitness wearables to provide data-driven insights and personalized training recommendations.
IoT Integration

My Reflection

Key Learnings & Insights
1
Trust is the Ultimate Conversion Driver
Designing for a marketplace taught me that usability means nothing without credibility. The verification badges and review system I created had more impact on booking rates than any visual polish—a lesson that shaped how I approach trust-based products.
High Impact Learning
2
Real-time Data Changes Everything
Users' behavior shifted dramatically when they could see live availability versus static information. This insight now influences how I prioritize dynamic features in early product roadmaps.
Behavioral Insight
3
Payment Friction Equals Product Friction
Even small improvements I made in checkout flow created outsized impacts on completion rates. I learned that financial UX deserves the same design attention as core interface design.
UX Priority Shift

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