Mulu makes fitness fun.

Mulu wants the workout experience to feel expressive and encouraging - following you every step of the way, cheering you on, and keeping you motivated in your fitness goals.

The Challenge

Fitness apps often feel isolating, serious, and intimidating. The goal was to create an app that made fitness fun, social, and accessible, especially during a time when in-person group activities were limited.

Process Highlights

User Research

• Conducted three focus groups with fitness enthusiasts aged 18–24 to understand user behavior.
• Found that 50% of users used multiple fitness apps but missed social workout experiences.
• Identified key motivators: competition, teamwork, and fun.
• Discovered that many users combined app-based workouts with in-person fitness activities, highlighting the need for seamless integration.
• Developed user personas and behavioral segments to refine app features.
• Conducted a longitudinal engagement study to track retention trends and drop-off points.
• Interviewed users to uncover barriers to adoption, such as onboarding friction and skepticism about effectiveness.

Competitive Analysis

• Sameness across existing workout apps lead to a market opening
• Positioned Mulu as approachable, playful, and team-oriented.
• Marketed toward 18-24 year olds
• Conducted A/B testing on branding and messaging to validate market positioning.

App Architecture & Design

• Simplified navigation into four core tabs: Challenges, Live Classes, Social, and Team.
• Conducted multiple rounds of A/B testing and wireframe iterations to reduce feature bloat.
• Developed a vibrant, inclusive design system with dynamic visuals and accessibility-friendly iconography.
• Ran a diary study to track engagement with social and community features (team challenges, leaderboards, accountability partners).

Solving AR Calibration Challenges

• Initial testing revealed clunky AR calibration, requiring frequent repositioning.
• Introduced intuitive calibration overlays and guided starting positions to improve usability.
• Post-iteration testing showed that 79% of users reported improved ease of use.

Additional Research & Refinements

• Monetization Research: Tested pricing models and user willingness to pay for premium features and in-app purchases.
• Workout Adherence & Psychological Triggers: Evaluated reinforcement techniques like streaks, notifications, and AI coaching nudges.

Product Landscaping

Product Statement

Whatever your relationship is with fitness, MULU is the right fit for you. With gamified workouts, friendly competition between teams, and a community of people looking to connect, have fun, and stay fit in the process, MULU is the perfect place for athletes of all levels to come together and compete in a new way.. After all, working out should be just as fun as hanging out, and getting fit should be just as fun as getting drinks. So, let’s take the fear out of fitness. For once, let’s have a little fun.

Mulu is fun: It’s motivating and engaging with team, not a solo workout.

Mulu is social: It’s a way to bond with friends, not just about winning.

Mulu is inclusive: It’s not a cult. It’s approachable for everyone

Branding

Concept 1: Team Pride

Concept 2: Team Spirit

Concept 3: Team Play

App Navigation

Challenges Tab

• Designed an intuitive AR-based challenge system that integrates with TikTok, allowing users to seamlessly create and share fitness content.
• Conducted usability testing to optimize challenge setup and reduce friction in user flows.

Team Tab

• Implemented social accountability mechanics, including team performance stats, streak tracking, and motivational rewards.
• Used behavioral UX research to refine features that drive habit formation and long-term engagement.

Live  Tab

• Developed a dynamic class interface that supports solo and team-based participation.
• A/B testing helped determine optimal layouts for video streaming, instructor cues, and interactive feedback.

Rank Tab  

• Designed a community hub with leaderboards, team chats, and engagement features, ensuring seamless user interaction with an emphasis on accessibility and inclusivity.
• Conducted UX audits to enhance readability and content discoverability.

Results & UX Impact

• Grew a thriving community of 14,000+ early adopters, validating demand for a social-first fitness experience.
• Reduced onboarding friction by 35% through iterative design improvements, simplifying the sign-up and first-session experience.
• Boosted daily active users (DAU) by 42% by refining social and gamification features based on heatmaps and session analytics.
• Secured partnerships with 5 universities, integrating team-based fitness challenges into student wellness programs.
• Enhanced engagement through TikTok-integrated challenges, increasing social shares and user-generated content creation.
• Increased workout completion rates by 28% after implementing streaks, progress tracking, and team streaks.