Personal
Get in shape with
the flexible diet
Get in Shape with the
Flexible Diet Guide
Designed and built a calorie tracking app that made flexible dieting — IIFYM — accessible and motivating for everyday users.
Dieting apps were
restrictive and discouraging.
Existing apps told users what they couldn't eat. The flexible dieting method (IIFYM — If It Fits Your Macros) offered a more sustainable approach — but had no well-designed consumer product.
Tracking food should feel
like progress, not punishment
Ran user interviews with people who'd tried and abandoned diet apps. Found that shame-based design was the core drop-off trigger. Redesigned around progress and momentum.
Flexible targets, clear
progress, zero guilt
Designed a macro-based tracking system with daily and weekly flexibility. Added a "remaining" view instead of "consumed" — a small framing shift that dramatically improved how users felt about the app.
Zero budget. Zero team.
Full accountability.
This was a solo project with no budget, no team, and no stakeholders to blame. Every decision — product strategy, UX, visual design, copywriting, App Store optimisation — was mine. That meant moving fast but also living with every mistake. The experience taught me more about the cost of design decisions than any team project I've led since. Knowing what it takes to ship alone made me a better manager of people who do.