Fitify is an in-house product I designed at Creware Technologies, now live at fitify.co.in. Problem and research figures come from primary interviews and a 200-person survey, and are labelled Research at source. Solution validation was lightweight - the Validation section is explicit about what it does and doesn't cover.
HealthTech SaaS
Fitify - one workspace for the business of nutrition.
Role
UX, UI, IA, Visual
Team
Creware Technologies · in-house
Research
15 interviews · 200-person survey · 25h shadowing
Output
9 modules · full web-app UI · dev handoff
Status
Live · fitify.co.in
Design Process
00 — BEFORE WE STARTED
The brief said "software for dietitians."
Research narrowed it to one word.
01 — THE PROBLEM
Nutritionists aren't disorganised.
Their tools just don't talk to each other.
A solo dietitian managing 50–150 clients runs her entire practice across five or six apps that share nothing. Every client update, invoice, and renewal is re-entered by hand.
01b — WHY THIS IS HARD
The hard part isn't the product.
It's the ecosystem it has to fit.
This space stays fragmented because every tool is built for one slice - meal planning, or scheduling, or payments - and switching costs keep practitioners locked into the patchwork they already know.
WHAT THIS PRODUCT INTENTIONALLY DOES NOT SOLVE
✗
Fitify is an operational layer, not a clinical one. HIPAA-grade charting and claims are a different, regulated product, chasing them would dilute the one thing Fitify can own.
✗
Fitify is the practitioner's workspace, not the client's daily food logger. The client surface is a deliberate v2 question, not a v1 omission.
✗
Diet plans link and export; Canva and Docs still own heavy authoring. Rebuilding that would be a worse version of tools users won't leave.
✗
v1 surfaces operational KPIs. Forecasting needs usage history the product hasn't generated yet, so it waits for real data.
STRATEGIC APPROACH
Research has shown that users are buried in scattered data, so everything routes through a single, dashboard-driven experience with visual KPIs and automation - connection first, polish second.
Chandra Garre· UI/UX Designer
Most tools target end-clients. Fitify is positioned to empower dietitians, one platform to manage clients, sell services, and grow the business.
Arpit Soni· CEO, Creware Technologies
Clients, Billing, Leads, Diet Charts as distinct modules that switch on for solo or clinic practice - scaling without losing simplicity.
Archit Soni· Project Owner
02 — RESEARCH
The tools weren't failing.
The space between them was.
23 in-depth interviews, a 200-response survey across 8 practices, and 25 hours of shadow sessions - watching actual behaviour, not reported behaviour.
INTERVIEW INSIGHTS
CUSTOMER JOURNEY MAP
Power Internet Grid
03 — COMPETITIVE
I compared what they each leave undone.
The gap was structural, not cosmetic.
I used each tool for real tasks and looked for failure modes, not feature counts — where does the workflow break, and what does no one own?
04 — DEFINE & DIRECTION
From observation
to direction.
How Might We
"
CLINIC OWNER, RESEARCH INTERVIEW
USER PERSONAS
STORY BOARD
05 — ARCHITECTURE
The structure was locked before a single screen.
It started wrong — and I had to admit it.
Ideation produced the IA, the core journey, and design tokens before any visual design. The first architecture was feature-led, and it didn't survive contact with the personas.
What got thrown out
My first architecture was a flat list of modules - I mistook "covers everything" for "usable." It organised the product around its own capabilities instead of the practitioner's day. The fix was to anchor on jobs and let one dashboard do the cross-module work.
I designed the IA as an inventory of features, not a model of how a nutritionist moves through a day. Structure should follow the job, not the feature list - and I learned that the slow way.
USER FLOWS
DESIGN SYSTEM
06 — TESTING & VALIDATION
Where the evidence is strong —
and where it honestly isn't.
Concept feedback was gathered inside the 15 research interviews: I walked practitioners through the unified-dashboard idea and the module structure. The signal was consistent — every one could name a tool Fitify would replace, and "Offerings" as a label confused people enough that I split it into plain Services / Products / Consultations.
No longitudinal use with real client data at volume. No test of a clinic as a team rather than as individuals. No accessibility audit with assistive technology. No post-launch usage metrics yet. The problem evidence - interviews and survey - is far stronger than the solution evidence, and I weight decisions accordingly.
07 — DECISIONS
Four calls that shaped the product.
None were obvious at the time.
Each decision had a real alternative, and each traces back to a research signal - not a preference.
08 — PRODUCT
What shipped.
250+ screens. 10 modules. 7 weeks. Every screen traces back to a specific research finding or design decision.
Fitify helps nutritionists and dietitians run their entire practice effortlessly, from leads to diet plans, without the chaos of Excel sheets. Here are full UI Screens
Dashboard
Active clients, service & product sales, balance to collect, today's appointments and birthdays, upcoming renewals — the single source of truth.
Fitify helps nutritionists and dietitians run their entire practice effortlessly, from leads to diet plans, without the chaos of Excel sheets. Here are full UI Screens
Dashboard
Active clients, service & product sales, balance to collect, today's appointments and birthdays, upcoming renewals — the single source of truth.
02
Offerings
Products, services, and consultations in one tabbed space, with pricing and tax.
03
Clients
Service, product, and consultation records unified in one place; filters, bulk upload, quick search.
04
Food & Recipe
A reusable recipe library with bulk upload and filtering by food type and category.
05
Billings & Expenses
Service / product / consultation billing with auto totals, balances, and expense tracking.
06
Diet Chart
Per-client plans, week plans, chart types, calorie tracking, mail / download, and approve.
07
Leads & Appointments
A lead pipeline — New → In Discussion → Converted → Dropped — alongside appointment tracking.
08
Employees
Attendance and roles, switched on for clinic accounts so solo users never see the noise.
09 — OUTCOME
What's grounded
and what still has to be earned.
SECTION 09 — OUTCOME
Metric 1 Number: 5–6 → 1 Text: The tools a practitioner juggled daily, collapsed into one workspace of 9 modules. This was the core promise - replace the stack, don't add to it. Source label: Research · n=200
Metric 2 Number: 67% Text: named billing & renewal tracking as a top pain - now automated with running totals and dashboard reminders. Source label: Research · n=200
Metric 3 Number: 70% Text: had no single source of truth for business health. The dashboard is built to be exactly that. Source label: Research · n=200
Metric 4 Number: Live Text: Shipped and in use at fitify.co.in. Post-launch usage metrics have not been measured yet - a gap I'd close with analytics instrumentation before claiming impact. Source label: Status · not yet measured
Sub-head: What's next
Next 1 Title: Client-facing progress loop Text: Closes the gap behind "assign-and-forget" by feeding plan-following back to the dietitian. Signal: "once I assign a plan I have no idea how they follow it."
Next 2 Title: Reusable diet-plan templates Text: The daily time-saver practitioners asked for most.
Next 3 Title: Operational analytics Text: Clinic owners' "scale confidently," unlocked once there's real usage history to learn from.
10 — RELECTION
What I got wrong.
What I carry forward.
