My role
In December 2020, I was approached to help transform Joggo’s MVP into a proper mobile product. What began as a 3-month contract turned into a 9-month collaboration, during which I led all major product design efforts - from rethinking flows to building a design system and supporting growth experiments.
Although technically a contractor, I acted as the lead product designer across the entire product surface:
Led the transition from web to native mobile (React Native)
Designed and delivered a full rebrand
Built a scalable design system from scratch
Conducted user research and competitive audits
Planned product priorities & roadmap
Improved onboarding and funnel performance
Laying the foundation
Before diving into design, I needed to understand who we were designing for. I went through survey responses, support tickets, and third-party reviews to uncover friction points. From this, I created early personas—like Emily, a socially active but non-technical user struggling to stay motivated. These insights shaped everything from onboarding flow to tone of voice and feature prioritization.
User journey map
In parallel, I ran a competitive audit and collaborated with the team to scope out a realistic but impactful V1. We used a prioritization matrix to weigh feasibility and user impact, which became our design blueprint going forward.
I built this prioritization sheet using user feedback and team input.
At the same time, Joggo was in the middle of a rebrand. I took over design direction—from logo and typography to layout rules and iconography—and used that to build a modular design system that worked across platforms. It had to be simple enough for React Native, but flexible enough for iOS, Android, iPad, and future features.
With the groundwork in place, I led the transition from MVP to a more polished and native mobile experience. This wasn’t just a visual overhaul—some flows, like post-run feedback or hydration tracking, hadn’t been built at all. Once I delivered the main app experience ahead of schedule, I had time to focus on other areas that often go untouched: refining our growth funnel, contributing to the marketing site, helping with user testing, and shaping our push notification logic.
I created this doc to map out push notifications accross user journey.
Beyond the app
Beyond the core product, I also contributed across Joggo’s broader ecosystem. I designed landing pages for supplements and marketing campaigns, optimized pricing and checkout flows, and collaborated with the marketing team to refine CTA copy and messaging.
In addition, I supported retention efforts by mapping user journeys, planning push notification strategies, and running user tests via UserZoom to uncover drop-off points and improve conversion. This work helped bridge the gap between product and marketing, ensuring consistency and effectiveness across the entire experience.
Preivew of the new landing page
Running a user test on our sales funnel to identify drop-off points and bad UX
Outcome
By the time I left, the app had gone from a clunky MVP to a rebranded mobile product with clearer UX, smoother onboarding, and strong visual consistency.
Most of the flows I designed were live or in rollout, and the product had become more stable and well-received.
While I wasn’t there to see long-term metrics, I know the team continued iterating on top of our work—and the improved foundation helped them scale.
Career-wise, I also wore multiple hats: with no product owner in place, I often collaborated directly with the founder to shape direction and priorities.
Vytautas Kaleinikas