SHIPPED
Challenge creation for clubs
Clubs is a hybrid Web2/Web3 mobile app that helps users stick to goals by staking money and joining challenge based communities.
This case study focuses on creating the challenge creation flow making it simpler, more motivating, and flexible to help users turn goals into action.
PRODUCT
Clubs.app
ROLE
Junior product designer
DURATION
June 2024 - August 2024
TEAM
2 Designers, Product Manager, 3 Developers, and a Stakeholder
Product thinking and strategy.
When one size didn't fit everyone
Club organizers struggled to set proof requirements that worked for all members. Uniform goals, like completing the same workout or daily task, were often too easy for some and too difficult for others, making it hard to keep everyone equally engaged.
From our users
🪷
"Some wanted to do two workouts a day, while others only had time for one. We set the requirements to one workout to ensure those with less time wouldn't fail"
- Tommy, 75-Hard Club
🏋️♂️
"The number of pushups we set was too easy for the guys to improve and too difficult for the girls to complete."
- Melanie, Push up Club
Challenge
How might we help users set goals that match their skill level while staying accountable and connected to their community?
What leading platforms got right (and wrong)
What worked
Gamification drives consistency
Progress streaks, XP, and badges encourage users to return daily
Community boosts accountability
Social features like groups, feeds, and challenge invites motivate users to stay engaged
Flexible structure fits many goals
Custom templates, goal tracking, and modular features appeal to diverse user types
What didn't
Cluttered or overwhelming UIs
Some platforms prioritize too many features at once, creating friction for goal tracking
Lack of group-first design
Many tools are optimized for individuals, not groups, limiting social accountability
Customization and moderation gaps
Limited control over group settings and accountability tools weakens long term use
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Comparing Facebook, Duolingo, Notion, Strava, and Nike Run Club
Testing possible product solutions to balance flexibility and structure
Club Challenges
Why limit a club to one goal? We restructured clubs to support multiple challenges, allowing users with different goals and skill levels to participate together.
Designing the challenge creation feature.
Finding friction in the setup experience
I started by auditing the original club flow to decide what the challenge creation flow should keep or drop
What we aimed to fix
Design goals
Reduce cognitive load
Simplify the flow so users can create challenges without feeling overwhelmed
Design for clarity
Make navigation and field organization intuitive and easy to follow
Support personalization
Let users tailor challenges to fit their goals and preferences
Turning scope into structure and specs
To keep design and development aligned, I broke early product ideas into modular specs that could evolve. I mapped out clear requirements in JIRA and shaped the end to end flow in FigJam, helping the dev team move quickly under tight time constraints.
With structure in place, the dev team could build, test, and iterate confidently, even while design was still in motion.
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Documented requirements in JIRA for dev handoff.
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Translated JIRA specs into a flow in FigJam
First version I shared with the team
Combined start and end dates into one screen with clearer visuals so users could easily distinguish them. Simplified inputs and added info buttons to reduce confusion and make the flow quicker to complete.
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Early iteration focusing on simplifying date selection and proof setup for easier onboarding.
Final design.
Redesign results that spoke for themselves
Within 3 months of rolling out challenges:
46%
Challenge completion rate
More users successfully started and finished their challenges
8 to 32
Growth in active clubs
Active clubs grew 4x within the first 3 months
