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FitLine E-commerce Experience

Led the redesign of e-commerce, checkout and payment applications for 500,000 MAU.
fitline.com

The FitLine storefront home page, with the “We Support an Active & Healthy Lifestyle” banner over a best-sellers row.

FitLine’s e‑commerce was outdated, visually unappealing, lacking many modern features. Also the we had two different websites: one for marketing content and other one for shopping. This created a disconnected experience that was hard to navigate and lacked the information customers needed to make confident purchases.

My Role:
Sole Product Designer
Timeline:
15 months
Scale:
500,000 MAU, 45+ countries
The Shop All listing, with filters, sort controls and a grid of product cards.
A product page for the FitLine Optimal-set, with a gallery, price, points and purchase options.

Redesigned the Checkout process and Payments to be faster, simpler, and more trustworthy.

The basket step of checkout on desktop and mobile, with line items, an order summary and a promo code field.
The payment step on desktop and mobile, with card details, Google Pay and PayPal.
An athlete story page for Stanislav Horuna, with a full-bleed portrait and an article below.
The signed-in account menu, showing FitLine Club membership, orders, payment methods and autoship.

We worked together with our Graphic Designer to design custom mascots for empty states.

Three empty states using the custom fruit and vegetable mascots: no orders, unsubscribe confirmation and an empty basket.
Eight product-category icons from the design system, each a flat shape on a white circle.

Created a design system from scratch to unify visuals and interactions, streamline developer handoffs, and keep the shop consistent and scalable for future updates.

Results:

  • Average session engagement rate increased by XXX%
  • Accessibility score went up from 32 to 96 points.

My Learnings:

  • Got better at presenting my design decicions to stakeholders
  • Learned how to Balance Design Vision with Technical Limitations