Passion.io

No-code app builder for coaches & creators

Mobile App

UI & UX Design

Online Platform

SaaS

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Passion.io is a no-code app builder platform that enables coaches & creators to build their own app for iOS, Android and web. You can include courses, communities, and interactive features, all from your desktop or on-the-go from your mobile phone.

My role

Senior Product Designer

Tools

Figma, FigJam, Jira, Canny

Platforms

Web, iOS, Android

Project Scope

While I worked on numerous different projects at Passion.io over the years, the one I will outline here is the main app builder platform rework.

The biggest problem the previous platform had was that it was not responsive, at all. It only worked on desktop and, on top of that, customers had to heavily rely on our online onboarding calls to even understand the platform. It was not intuitive enough. Thus, I collaborated with the 2 other designers on my team, and together we delivered the brand new app builder platform designs.

While I worked on numerous different projects at Passion.io over the years, the one I will outline here is the main app builder platform rework.

TARGET MARKET

Coaches & creators who want to expand their reach by launching their own app, ultimately reaching financial freedom

MAIN USER NEEDS

Streamlined building tools
Improved feature sets
Better customisation options

Streamlined building tools
Improved feature sets
Better customisation options

CORE BUSINESS NEEDS

Easier platform to maintain (reduce release timelines)
Ability to build from anywhere (mobile & desktop) with mobile-first approach

Easier platform to maintain (reduce release timelines)
Ability to build from anywhere (mobile & desktop) with mobile-first approach

Previous desktop-only app builder platform

Process

We dove right in and evaluated the builder - the features that needed to be improved, removed or added was outlined. To address the navigation issues, we conducted user research with some of our customers (jobs-to-be-done interviews & card sorting exercises). We needed insights into which areas they struggle to use/navigate, and what their current goals were.

Once we gathered as much information as we could, we started designing a few concepts. We knew we wanted to update the UI as well, so we brainstormed a few quick options in parallel and presented it to the stakeholders for approval. After some feedback rounds, we created the final UI version that was used in development.

And with new UI comes a brand new design system! I collaborated with the other designers in my team to build the new system components and set up styles to maintain consistency and ease of use for both designers & developers. As the components were fleshed out, we also tested them in a few flows.

MY RESPONSIBILITIES

Conduct user research
Build the new design system
Collaborate with the other designers on the UI
Improve the core product platform UX
Conduct and overview user testing
Write tickets in Jira
Work closely with tech as they developed
Test during QA rounds
Create the announcement assets for social media & email
Track active customers after release and highlight any problem areas that arose in production for us to update

Building & maintaining two design systems
Conduct user research to make informed decisions
Work on monetisation/growth opportunities
Design the UI for both mobile & desktop apps
Improve the core product platform UX
Conduct and overview user testing
Design, validate & test new features
Analyse data insights

Solution

We created a new platform that was more intuitive and could be used from both mobile & desktop. Each area was designed with care, going through various review rounds internally to ensure all stakeholders were happy with the direction. Everyone from the tech team, customer support and management was consulted until the final designs were approved.

Outcome

The launch of Passion.io's brand new App Builder platform sparked both positive and negative feedback. The majority of customers were praising the new "edit on-the-go" capability, while some of the older cohorts did not like the change. Ultimately, we reduced the number of customer support tickets for platform guidance/assistance. It was a huge step forward in making the product more intuitive and powerful.

But we didn’t stop there. Over the next few months, we kept the momentum going, rolling out updates based on real user feedback. We fine-tuned performance where needed, added more features, and made the platform even more reliable. The result? A tool that’s not just better → it's a game-changer for Passion.io's customers!

Apps live

0k+

CS ticket reduction