What is this case study?

This is a Product Audit example I conducted for Moves Method, a fitness app built by a Sydney-based startup team for a global audience.

This audit is not a UI redesign or a product proposal. It’s a structured product diagnosis, viewed through both a new user and founder lens. The goal is to help teams quickly see:

• Where new users may get stuck or drop off
• Which product decisions are quietly affecting conversion and retention
• Which issues are worth fixing now, and which can wait

What was the context?

Moves Method already had real users and paying customers, and the product was continuing to grow in functionality. However, the founder was facing a common challenge:

The product started to feel unclear somewhere between “it works” and “it works well and converts.”

They wanted an external perspective to help assess:

• Whether the onboarding flow actually helps users get started
• Whether the core usage paths are clear and intuitive
• Whether the current information architecture could limit future scalability

What did I do?

In this case, my role was not execution, but a full product diagnosis, including:

• Experiencing the product end-to-end as a first-time user
• Breaking down the entire onboarding flow
• Analysing core feature paths and information structure