Fernwood Online began as one of the biggest projects the company had invested in. The goal of the project was to create online programs that our club members (and external users) could experience.

Through these programs users would be able to share their journey with the wider community, track their weight loss goals, learn about nutrition and have access to countless recipes, meal plans and exercises.

My role in this project was to lead the product design and user experience, focusing on all aspects of the entire project lifecycle which started from participating in deep dives with key business stakeholders, establishing intuitive user flows, creating low to medium fidelity wireframes, designing user interface concepts and implementing the core foundation of our front-end architecture.

Sketching out user interface ideas

Component driven design

Because the application would be used across multiple campaigns and potentially be white-labelled, it was important to create a theming architecture which would allow us to skin our minisites as needed.

It was with these requirements that we discussed with the team to follow a component based approach when creating our user interface elements and feature sets.

The benefits of creating components would be that it would allow us to have interfaces which were adaptable, scalable and re-usable no matter the requirements.

Workout and recipe cards

Example commenting feature set showing the different states

Accordion based navigation concepts


Fernwood Online was launched to the public and existing members back in 2015. There are currently four active programs which can either be purchased by existing members in club or externally by any visitor coming to the minisite.

Here are the links to those sites:

The project itself has created new revenue streams for the business and is also a new and exciting way for our users to engage with the wider network community no matter where in the world they may be.