I began with a deep dive into the fitness app market to understand where Punchlab stood—and where it was falling behind. In a space that’s rapidly evolving, it was clear that without integrating AI, the app risked getting knocked out of the game. While I didn’t redesign the logo or core branding, I focused on transforming the product experience to make it feel like a real coach was right there with you.

I introduced a customizable AI coach that adapts to your energy, time, and goals—replicating the motivation and structure you'd get in a boxing gym. I also redesigned the workout flow, added a dynamic leaderboard for accountability, and streamlined the UI to feel more intuitive and motivating. The result? A smarter, more engaging app experience built to keep users moving, improving, and coming back.