01/09/2026
What happens with the app in your phone when life gets in the way?
We all have those days where we’re tired, busy, stressed, or just … not feeling it.
And that’s where health and fitness apps have a really interesting challenge.
It’s easy to design for the ideal version of a user. Someone who works out regularly, hits their goals and never misses a day.
But real people aren’t like that!
Sometimes you need a little nudge. Sometimes you need flexibility. Sometimes you just need an app that understands that you missed a few days and helps you get back into it without making you feel like you’ve failed.
Designing for real behaviour, not ideal behaviour 🤗
If you’re building something in health, wellbeing or fitness and this is something you’re thinking about too, I’d love to have a chat.
Get in touch with a member of our team to jump on a free 15-minute call 💬