WeFast App Design

I was the founding designer at WeFast where we developed an intermittent fasting app for women. I was responsible for the end-to-end design process from concept to launch. Since launching in April 2021, we already had 850k downloads, 15k active premium users, 1M in sales, and received more than 10k reviews with a 4.9 stars rating on the App Store.

What is WeFast?

WeFast is a mobile app helping women to have a healthier lifestyle through Intermittent Fasting. The main competitors on the market are such as Zero, Fastic, Simple, Life...etc.

Why are we building this?

Looking at the data, 70% of fasting app users are women aged 35-55, additionally, most people who participate in online community discussions are women.

We also see there are many Facebook groups that are created exclusively for women, so that way women feel more comfortable and safer when sharing their experiences.

Moreover, we believe there are significantly different needs between men and women during their fast journey.

My role & The team

Dylan was searching for a founding designer who has rich mobile app experience to help build an intermittent fasting app in 3 months. I took this ambitious goal and started to work on this project in April 2021. I worked very closely with founders. I was responsible for the end-to-end design process from research, wire-framing, prototyping, and creation of pixel-perfect mockups.

Our team includes

The team was very small, only including 1 Product Manager (Founder), 1 Marketing manager (Co-Founder), 1 Community Manager, 1 iOS Developer, 1 Data Specialist.

My scope includes

Research all the popular fasting apps.
Design the whole app from scratch.
Create the launch assets for Appstore.
Define the visual identity of the app. Color, Typography...
Support the founder to run user tests.
Iterate the design many times based on the data and user feedback.
Collaborate with the iOS Developer to build the app.
Communicate tasks to our Illustrator.

What do we know about the users?

In the beginning, we didn't really know what kind of people will be the majority of the App user. Luckily, through our beta tester Facebook group, we were able to constantly invite App users to chat with us, so we could quickly gather feedback from them.

Insights:

70% of the app users want to lose weight.
65% of the app users are beginners of intermittent fasting.
Low self-esteem, constantly feeling stressed by being overweight in open spaces.
Tried every diet before, feeling Fasting is their last option to lose weight.
Don't like to spend too much time counting calories.

Case Study:

Improved the fasting ring keep users more motivated.

Case Study:

New notification design improved the opt-in rate.

Key achievements

Since launched in April 2021, we already had 850k downloads, 15k active premium users, 1M in sales, and received more than 2000 reviews with a 4.9 stars rating on the App Store.

Revenues are growing faster, we went from 0 to $ 80 000 in ARR in just 3 months. (Annual recurring revenues).

People love WeFast app

Final thoughts

Although I had much experience on design mobile apps in the past, this was my first time building a mobile app product from scratch. I was grateful to be part of the important role of this journey, and more importantly, thanks to my amazing team members.

The collaboration with the founder - Dylan was really great. We learned a lot from each other. He was always very curious to hear my perspective. When we had doubts about the design, we discussed it together openly. He valued user research very much, and we both saw providing value for users as our top priority. That was why we constantly invest efforts in getting real users’ feedback, therefore, I was able to constantly keep our customers and their interests in mind while designing!

As a designer, it felt great to receive positive feedback from the users. More importantly, it was great to see how our product could help people become healthier, happier about themselves.

Thank you for reading.