Whilst being 8fit’s UX Design and Research team lead, I had the chance to be an active part of the companies rebranding and product repositioning in the fitness and health market. I built their first UX team and with it raised their customer focus maturity.

During this time I extended my influence within the organisation by driving strategical discussions with the leadership group, through a customer focused lens. Together with my team, I established research and procedural practices which enabled us to create the first understanding of our customers, their habits and struggles opening new avenues for business opportunities and streamlining the conversation between design, product and engineering.

In line with the customer centred design approach, the team and I also aided 8fit in translating their new branding to their digital products by creating and implementing their first design systems.

Read through this case study to see how I helped to shape 8fit’s business strategy with a customer centred approach.