Re-architecting Mude as a
scalable wellness platform
Re-architecting Mude for its next stage of growth
Role
Product Designer
Duration
3 months
Industry
Wellness · Fitness · B2C
Wellness · Fitness · B2C App
Overcome
Scalable platform architecture
My Role
My Role
My Role
Following Mude's R$25M investment round, I joined a three month strategic initiative to redesign the product's information architecture.
Working directly with the CPO, I helped reshape the app into a scalable wellness platform for more than 500,000 users.
The work established the architectural foundation for the company's next stage of expansion.
Following Mude's R$25M investment round, I joined a three month strategic initiative to redesign the product's information architecture.
Working directly with the CPO, I helped reshape the app into a scalable wellness platform for more than 500,000 users.
The work established the architectural foundation for the company's next stage of expansion.
Overview
Overview
Overview
Mude is an out-of-home media company that reinvests advertising revenue to offer free fitness and yoga classes through its app.
Users gain free access to wellness experiences while sponsors receive meaningful brand exposure through the platform.
Following the investment round, Mude began expanding beyond its physical ecosystem, requiring the product to support a broader wellness experience.
Mude is an out-of-home media company that reinvests advertising revenue to offer free fitness and yoga classes through its app.
Users gain free access to wellness experiences while sponsors receive meaningful brand exposure through the platform.
Following the investment round, Mude began expanding beyond its physical ecosystem, requiring the product to support a broader wellness experience.
Business Challenge
Business Challenge
Business Challenge
The research consistently pointed to three structural issues.
Users struggled to differentiate workout formats.
Many relied on external reminders to secure class bookings.
The existing architecture limited future expansion.
Together, these findings shaped the architectural direction of the project.
01.
Expanding the
Content Architecture
01.
Expanding the
Content Architecture
01.
Expanding
the Content Architecture
Challenge
Challenge
The main navigation separated activities by delivery format, with In Person, Live and On Demand following different organizational models.
On demand classes and workout programs appeared under the same structure, making it difficult to distinguish between guided classes and structured training programs.
The existing architecture made it difficult to organize and present content in ways users could easily understand.
The main navigation separated activities by delivery format, with In Person, Live and On Demand following different organizational models.
On demand classes and workout programs appeared under the same structure, making it difficult to distinguish between guided classes and structured training programs.
The existing architecture made it difficult to organize and present content in ways users could easily understand.
Design
Design
The navigation reflected how content was organized, but not how people chose their activities.
I introduced a unified Activities section that brought every content format into a single navigation model, making the platform easier to understand and expand.
The navigation reflected how content was organized, but not how people chose their activities.
I introduced a unified Activities section that brought every content format into a single navigation model, making the platform easier to understand and expand.
Drag the slider to compare the original experience with the redesigned version.
Drag the slider to compare the original experience with the redesigned version.
Within Activities, I designed a dedicated Workouts area that clearly separated structured training programs from individual classes while preserving a consistent visual language.
Workout cards borrowed visual cues from printed training sheets, creating a recognizable pattern that could scale across future programs.
Within Activities, I designed a dedicated Workouts area that clearly separated structured training programs from individual classes while preserving a consistent visual language.
Workout cards borrowed visual cues from printed training sheets, creating a recognizable pattern that could scale across future programs.
Workout card component
Workout card component
New Workouts section
New Workouts section
Research also showed that expected outcomes influenced users choices more than workout terminology.
Content shifted from format based naming to outcome based labeling. Instead of "HIIT Workout", users saw "Burn Calories and Tone Your Whole Body."
Navigation shifted from choosing content formats to choosing personal goals, helping position Mude as a wellness platform rather than a collection of activities.
Content labeling shifted to a Jobs to Be Done perspective. Instead of “HIIT Workout,” we framed sessions as “Burn Calories and Tone Your Whole Body.”
Discovery shifted from format to outcomes. Mude evolved from a content catalog into a results-oriented platform.
02.
Enhancing Personal Organization
02.
Enhancing Personal Organization
02.
Enhancing Personal Organization
Challenge
Challenge
Users had no central place to organize their wellness routines across different types of activities.
Bookings opened only 24 hours before each class, a business rule designed to improve fairness and reduce no shows.
To avoid missing bookings, many users relied on external alarms instead of the product itself, despite existing push notifications.
Planning routines depended on tools outside the app.
Favorites lacked a consistent structure, making saved content harder to revisit.
Users lacked a centralized way to manage their routines.
Bookings were limited to 24 hours, protecting fairness and reducing no-shows but restricting forward planning.
Many users set alarms outside the app to secure spots. An experience designed for well-being was creating friction.
Favorites worked across content types but lacked consistency and a unified access point, creating friction in saving and retrieving content.
Design
Design
The product supported booking classes, but offered little support for planning a consistent wellness routine.
I introduced Schedule, a personal wellness calendar that brought classes, workouts and reminders into a single planning experience.
The booking window was an important business rule, so the opportunity was to improve the experience around it.
Reminders were designed around the existing 24 hour booking rule, helping users prepare without changing the business model.
The product supported booking classes, but offered little support for planning a consistent wellness routine.
I introduced Schedule, a personal wellness calendar that brought classes, workouts and reminders into a single planning experience.
The booking window was an important business rule, so the opportunity was to improve the experience around it.
Reminders were designed around the existing 24 hour booking rule, helping users prepare without changing the business model.
Class reminder feature
Class reminder feature
Personal wellness calendar
Personal wellness calendar
Favorites became a consistent way to save and revisit video classes, workouts and coaches across the platform.
Coach profiles were redesigned to align with the new navigation patterns, creating a more consistent experience across the platform.
Favorites became a consistent way to save and revisit video classes, workouts and coaches across the platform.
Coach profiles were redesigned to align with the new navigation patterns, creating a more consistent experience across the platform.
Add coach to Favorites
Add coach to Favorites
Coach profile section
Coach profile section
Outcomes
Outcomes
Outcomes
This work became the foundation of Mude's post investment product roadmap.
The architecture established a scalable foundation for future expansion.
A dedicated cross functional team across Product, Design and Engineering was formed to bring the vision to life.
The project established the foundation for Mude's next stage of expansion.
This work became the foundation of Mude's post investment product roadmap.
The architecture established a scalable foundation for future expansion.
A dedicated cross functional team across Product, Design and Engineering was formed to bring the vision to life.
The project established the foundation for Mude's next stage of expansion.
