2025

Under Armour

Role

UX/UI Designer

Platform

Mobile App

About

In this case study, I document my approach to redesigning the Under Armour app with a focus on the onboarding experience. The goal was to create a clearer, more intuitive first-time flow that helps users get set up quickly and confidently.

Play Prototype

Case Study

The Problem

New users were required to move through multiple steps without clear context, making it harder to understand what the app offered and created frustration in the initial flows.

Many new users skipped onboarding, which results in a poor personalised shopping experience.

New users were required to move through multiple steps without clear context, making it harder to understand what the app offered and created frustration in the initial flows. Many new users skipped onboarding, which results in a poor personalised shopping experience.

My Approach

I started with a UI & UX audit, understanding the users journey & highlighting areas of improvement, some of the main outcomes were:

• Little to no user feedback
• Poor visual hierarchy
• Incorrect use of button states

Competitors Analysis

I then looked at our closes competitors, to understand their flow and best practices,
as well as identify any gaps and strengths I could capitalise on.

Improved onboarding flow

With the insight I gathered from the competitors analysis and audits,

I designed a onboarding flow thats easy to use and decreases barrier to entry.

With the insight I gathered from the competitors analysis and audits, I designed a onboarding flow thats easy to use and decreases barrier to entry.

✨

Connect to Content

Add layers or components to swipe between.

Collaboration

With my progress so far, I put together a deck sharing my key finding with different

departments & stakeholder,

main focus was to highlight:

• Suggest improved user flow

• Gather feedback & insight from stakeholders

• Review competitors user flows
• Discuss possibilities & scope project

Wireframes

I then began wire-framing ideas for an onboarding flow, I used a content first approach & crazy eights to help my ideation, I referenced ideas from apps I thought looked and functioned well.

High Fidelity Designs

For this sprint, I used the agile method to iterate quickly and effectively on a few ideas
I had in mind.

For this sprint, I used the agile method to iterate quickly and effectively on a few ideas I had in mind.

Prototype

After high fidelity designs, I prototyped, designed the interaction, focusing on bring the

Under Armour feeling, with every screen, interaction and transition.

After high fidelity designs, I prototyped, designed the interaction, focusing on bring the Under Armour feeling, with every screen, interaction and transition.

Design Handover

Once all designs were approved by the relevant stakeholders, I then put together a doc, highlighting all the necessary components, style guides annotations, transitions, interactions & tokens to hand over to developers.

Design QA

Before Launch, I did some design QA with the devs to ensure the built of the app were consistent with designs.

Results & Reflection

Results

Improved clarity and flow during onboarding
Reduced friction in early setup
A more approachable first-time experience

What I learned

Small changes in order and wording can have a big impact on user confidence
Onboarding should focus on momentum, not completeness