Projects

From user interviews to ~0 Users in one year

Problem

The fitness app market was crowded but broken. 15 user interviews revealed three recurring frustrations:

  • Essential features hidden behind paid subscriptions.
  • "Free" apps that offered crippled functionality.
  • A lack of trusted professionals and community support without financial barriers.
Fitness app paywall showing premium subscription pricing

Key Insight

Health decisions are emotional and social, not purely transactional. Users didn't just want calorie counters — they wanted expert guidance and peer motivation without being nickel-and-dimed.

Solution

Carerely the first truly free, social-native fitness platform.

MVP Validation

Built a WordPress MVP using BuddyBoss (a white-label social networking software). This gave us community forums, user profiles, and content sharing out-of-the-box, allowing us to test demand in just weeks.

Final Platform

Once we had product market fit, we then built the full product launch which included comprehensive calorie tracking, visual progress graphs, certified nutritionist content, and community features.

Carerely Platform Interface

Target Audience

  • Demographics: Adults ages 18-35 (younger millennial/Gen Z)
  • Income: Lower to moderate income, budget-conscious
  • Psychographics: Fitness-motivated but cost-sensitive, values authenticity and community
  • Behavior: Has tried multiple fitness apps, abandoned paid subscriptions due to cost
  • Pain Points:
    • Frustrated with limited "free" app functionality
    • Wants professional guidance without premium costs
    • Seeks genuine community support, not just solo tracking
Carerely weight tracking interface showing progress charts

Execution & Results

Strategic decisions and measurable outcomes that drove success

Team Leadership

Led a 6-person development team. Prioritized features using a user impact vs. technical complexity matrix.

Strategic Decisions

Created a contractor-based system where nutritionists provide content, allowing us to offer professional guidance for free to users while giving nutritionists direct access to their target audience.

87%
MVP to Platform Conversion
Within 3 months, validated demand and converted 87% of MVP users into our full app.
~10,000
Users Acquired
First year organic growth
83%
Long-term Retention
Of original interviewees became active users