Freeletics.
One of the world's largest fitness apps — 52M users — with a gamification system that didn't mean anything. I came in as engagement designer to teach the team a new approach and hand them a concept to build on.
Freeletics is one of the largest fitness apps in the world — 52M users, 600k paying, around since 2013, with an AI Coach as its selling point. It already had an integrated gamification system, but it underperformed: as the client put it, "collecting points doesn't mean anything." They wanted a complete overhaul with a holistic approach connecting exercise and well-being.
My role
UX & engagement designer — teaching the team a gamification approach and delivering a concept proposal as a springboard.
The setup
A mature product team with an in-house research department, so my work built on their existing data rather than starting research from scratch.
The shape
Less a redesign, more a knowledge transfer: workshops, teaching, a concept, and then an ongoing advisory role.
Points without purpose
The core of the app worked, but the gamification layer had no soul. It collected points and badges that didn't motivate anyone — the system felt unfinished, and users couldn't see why any of it mattered. The real challenge wasn't adding more mechanics; it was giving the existing ones meaning, and teaching the team how to think about engagement so they could keep doing it without me.
Teach first, then build
Across four workshops with 5–25 people, I ran a kind of "Gamification 101" — so the whole team could carry the thinking forward. Three ideas anchored everything.
Habit vs routine
The difference between building a habit and building a routine — and why the distinction changes how you design for return.
Storytelling
Why storytelling matters in a fitness app, and how a narrative turns isolated workouts into meaning and momentum.
Meaningful points
How to create real value and meaning around collecting points — so the system feels earned, not arbitrary.
A concept to build on
Alongside the teaching I delivered a concept proposal — a foundation the team could take forward. Three highlights:
Information placement
Reworked how each workout session presents itself — what it is, what it focuses on, and what it's worth — so the value is legible at a glance.
Daily athlete score
A single score that helps users understand their physical condition across areas like strength, speed, and stamina — paired with a sense of progression over time.
Repositioned gamification
Brought achievements and gamification elements out of hiding and onto the profile, where users can see their own and others' — turning them into real motivation.
The concept, in screens
They asked me to stay
Workshops teaching the team a gamification approach
Users on the product the concept was built for
Engagement extended into a weekly advisory role
The client was pleased enough to extend the collaboration — I stepped into an advisory role with weekly meetings, preparing material to go deeper on specific areas together.
The clearest lesson: communication and involving the client throughout are crucial — not just for the outcome, but because it makes both sides feel seen and part of the work. Weekly touchpoints to review what's done and what's next created real transparency, and a sense of security for everyone involved.