Pablo Rodriguez
←
Back
👁️
Works
✋🏼
About
💬
Contact
Led the end-to-end design of a complete fitness management ecosystem—athlete-facing web app, responsive admin panel, and marketing landing page—leveraging AI tools to accelerate research, A/B testing, and copy generation, delivering in 8 weeks what typically takes 16.
GURO Box was running a modern fitness business with outdated tools:
The gym was growing, but operational inefficiencies were limiting scale and impacting member experience.
I designed a three-part ecosystem tailored to each user's needs:
Using AI tools throughout the process, I accelerated research synthesis, generated A/B test variations, and optimized copy—delivering in 8 weeks what would typically take 16.
I conducted a comprehensive 2-week discovery phase, studying both athlete needs and business operations.
"I want to see my progress, but I don't want to track every detail"
Athletes wanted automatic PR tracking without complex logging. Simplicity was key.
"I check the WOD the night before to mentally prepare"
91% of athletes wanted to see the next day's workout by 8 PM the night before.
"I need to manage the gym from my phone while coaching"
Coaches needed a fully responsive admin panel—they're never at a desk.
"Members who miss 2 weeks usually cancel within a month"
Early warning system for at-risk members could significantly reduce churn.
Dedicated Athlete, 28
Goals: Track PRs, see daily WODs, compare progress with community
Pain Points: Can't remember old PRs, misses announcements in WhatsApp
Tech Comfort: High — uses fitness apps daily
Quote: "I want to see my numbers going up over time."
New Member, 35
Goals: Understand workouts, not feel lost, build consistency
Pain Points: Intimidated by complex movements, doesn't know terminology
Tech Comfort: Medium — uses basic apps
Quote: "I just want to know what we're doing today in simple terms."
Head Coach & Co-Owner, 42
Goals: Manage members, publish WODs quickly, track attendance
Pain Points: Spends 2+ hours daily on admin, can't do it from phone
Tech Comfort: Medium — prefers simple interfaces
Quote: "I want to coach, not do paperwork."
I designed three interconnected products, each serving distinct user needs:
Primary Users: Gym members
Primary Users: Coaches & owners
Primary Users: Potential members
I leveraged AI tools throughout the project to accelerate delivery without sacrificing quality:
Time saved: ~15 hours
Winner: +34% conversion
Time saved: ~10 hours
Challenge: Coaches are never at a desk—they manage the gym while on the floor.
Solution: Designed the admin panel mobile-first, with touch-friendly controls, swipe actions, and quick-entry forms. Desktop view expands the same components.
Result: Coaches now manage the gym entirely from their phones during classes.
Challenge: Athletes wanted to track results but hated complex logging interfaces.
Solution: One-tap result entry with smart defaults. Pre-filled workout structure means users only enter their numbers. Auto-detects PRs.
Result: 78% of athletes now log results (up from 0% with paper system).
Challenge: 91% of athletes wanted to see tomorrow's WOD the night before.
Solution: Added scheduled publishing so coaches can program a week ahead, with tomorrow's WOD automatically surfaced at 8 PM.
Result: Athletes prepare mentally, leading to higher class attendance (+12%).
Challenge: Members who miss 2 weeks usually churn within a month.
Solution: Admin dashboard flags members with declining attendance, enabling proactive outreach before they cancel.
Result: 23% reduction in monthly churn after implementing early intervention.
Athlete Web App — Daily WODs, PR tracking, class schedule
Admin Dashboard — Member management, workout programming
Landing Page — Conversion-optimized marketing site
The ecosystem launched to all members and delivered measurable impact within the first 60 days:
Led the design of a B2B analytics dashboard that reduced reporting time by 85% and increased lead conversion by 40%.
