Blok: Designing More Than a Gym—Designing a Feeling

I redefined Blok’s digital presence, designing its website, mobile app, and visual language to match its premium, design-conscious identity. By improving UX, refining aesthetics, and ensuring brand consistency, I helped Blok create a seamless digital experience that strengthened its hybrid fitness model.

UI/UX Design

Digital Strategy

Mobile App

Challenges & Outcomes

Understanding a niche, design-savvy audience → Blok’s East London clientele are highly attuned to aesthetics, culture, and experience. Through interviews with over 100+ trainers and customers, I identified that their connection to Blok was about more than fitness—it was about atmosphere, design, and identity.
Ensuring digital consistency with the brand’s physical experience → Blok’s Scandinavian-inspired, minimalist yet raw aesthetic was a defining element of its studios. I crafted a visual language that reflected this—using bold typography, generous negative space, and carefully curated photography.
Improving the mobile app experience → Blok’s app had poor usability and a 1.5-star rating on the App Store. I redesigned the experience from the ground up, leading to a significant improvement in usability and an upgraded 4.5-star rating.
Designing a high-converting website → I built a Framer-based website that served as the primary digital sales touchpoint, clearly communicating Blok’s brand philosophy while ensuring seamless booking and engagement.

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Planni: Defining the Brand, Website & Strategy for an AI IT Platform

Details

Planni is a free AI-powered IT change management tool designed to streamline enterprise workflows. I created its branding, designed the website, and shaped its positioning, ensuring a clear and impactful digital presence tailored for IT and change managers.

Branding

Website

Positioning

Mobile App

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