01 | company overview
Punch by Badr Hari is redefining fitness in Morocco — blending the intensity of combat sports with a welcoming, community-first gym experience. Inspired by its mission to make premium training accessible to all, we imagined a concept app that extends the spirit of Punch beyond the gym walls, built to motivate, guide, and engage members wherever they are.
The concept introduces features like class reservations, coaching bookings, gym occupancy tracking, training programs, and community interaction — all within a bold, easy-to-use interface. Designed to match the energy of Punch, the app creates a digital experience that’s just as empowering as the one inside “Dar Lkbira.”
A concept app inspired by Punch by Badr Hari — turning Morocco’s boldest gym into a digital hub for training, booking, and staying connected to the community.
02 | about me
After eighteen months of using Punch, I spotted untapped potential that sparked my creative interest. The solid core business value was there, but the execution wasn't maximizing what could be. This redesign project gave me the perfect opportunity to explore beyond conventional UX thinking—not to fix what was broken, but to imagine what could be possible.
03 | opportunity
The fitness industry in Morocco is experiencing significant growth, driven by a young, urbanizing population that is increasingly health-conscious. With rising demand for wellness and fitness services, the country presents a fertile ground for gym-related ventures. While major cities like Casablanca, Marrakesh, and Rabat are already home to numerous fitness centers, many other regions remain underserved—offering ample room for geographic expansion. Additionally, consumers are showing a preference for specialized offerings such as CrossFit, yoga, and spa-integrated facilities, creating space for gyms to differentiate and attract niche markets.
Beyond physical spaces, the digital side of fitness is also on the rise in Morocco. The growing adoption of wellness and workout apps highlights the opportunity for gyms to integrate virtual classes, mobile bookings, and digital progress tracking to meet the evolving expectations of tech-savvy users. Coupled with supportive government initiatives promoting healthy living, the sector is primed for innovation. Investors and entrepreneurs who can offer inclusive, tech-enabled, and lifestyle-oriented gym experiences stand to gain from Morocco’s shifting fitness landscape.4o
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TL:DR
Growing Demand: Rising health awareness and youth-driven fitness interest.
Untapped Markets: High potential beyond major cities.
Tech & Trends: Digital fitness and niche programs are booming.
04 | ux audit
Through a structured UX audit of the Punch app experience:
Analyzed real user journeys across core flows like gym access and lounge payments
Discovered friction caused by an unclear filtering system, making navigation inefficient
Found inconsistencies and confusion within the app’s information architecture
Highlighted the need for excessive taps to switch between different gym locations
Mapped out gaps between current functionality and user expectations
05 | research
Empathizing
My research process
I interviewed 5 gym members and 5 non-members in Casablanca to uncover their fitness challenges. Non-members highlighted a lack of workout knowledge, procrastination, and no nearby gyms, plus issues with progress tracking and meal planning. Gym members noted losing motivation, insufficient changing room equipment, and uncertainty about collective courses. These findings guided the app’s design.
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Non gym member
18-32, Female, Casablanca, 100% Female Gym Focus
Frustrations:
Lacks workout knowledge, procrastinates, struggles with progress and meal planning, no good gym nearby.
Goals:
Increase stamina, improve physical shape, better health.
Preferences:
Structured body building, cardio, calisthenics.
Needs:
Fat loss, stamina, flexible workout/meal plan.
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Non gym member
18-32, Casablanca
Frustrations:
Loses motivation, lacks changing room equipment, lacks confidence for collective courses.
Goals:
Increase stamina, improve physical shape, better health.
Preferences:
Structured body building, cardio, calisthenics.
Needs:
Solutions for gym issues like reporting a broken machine since they didn’t know how to report it
Booking a coach since they didn’t know how
Knowing the gym’s crowd levels to visit at the wrong time when it’s less crowded
06 | solution
Access to the Gym Flow
The original app design for gym access had two key issues. First, the QR code, which acts as a membership card for entry, was too small, making it difficult to scan. Second, accessing the QR code required extra steps—users had to open the app, tap the badge icon in the navigation, and then scan, despite this being the primary action for most users.
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Fixes Implemented
Relocated the QR code to the home page for faster access, reducing unnecessary steps.
Enlarged the QR code to improve scannability and user experience.
Added the option to save the badge to Apple Wallet and Google Wallet, enabling seamless access without opening the app.
Simplifying Coach Reservations
Through user observations, I noticed that many gym-goers tend to avoid approaching the reception to book a coaching session. Additionally, the existing coach booking feature was underperforming due to its complexity and lack of usability.
To address this, I refined the experience with a focus on simplicity and convenience—making it easier for users to book a coach directly from the app without needing to interact with the front desk. The goal was to streamline the process and reduce friction, ultimately encouraging more users to take advantage of coaching services.
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EXPERIENCE IMPROVEMENTS
Introduced reviews to build trust by using social proof.
Bundled sessions and visually displayed discounts, using price anchoring to guide user perception.
Can't afford a coach? no problem!
As a designer I wanted to make fitness accessible for everyone, even those who can’t afford a personal coach. I added video lessons to guide users on proper workout techniques, ensuring they can train safely and effectively on their own. I also included meal planning tutorials to help them create healthy, goal-oriented plans. For those who might want a bit more guidance, I threw in a shortcut to book a session with the coach featured in the video, making it super easy to get personalized support when they need it.
07 | growth hack
Embracing punch branding "Dar L'kbira"
I saw an opportunity to leverage the brand values of Dar Lkbira, a name that evokes a sense of grandeur and community in Moroccan culture, to enhance the app’s appeal. By making Punch App publicly available with limited features, we can align with Dar Lkbira’s emphasis on accessibility and inclusivity, inviting a broader audience to experience the app’s core offerings—like basic video lessons—while encouraging them to pay for personalized coaching and meal plans.
This approach not only reflects Dar Lkbira’s value of welcoming everyone into a “big house” but also creates a scalable model that balances free access with monetization, ensuring the app feels both community-driven and exclusive.
Setting the stone to scale the business
I wanted to lay the groundwork for scaling the business with a smart growth hack. I introduced a strategy to offer free gym courses to the public, encouraging more people to install the app. This influx of new users creates an opportunity for Punch by Badre Hari to send targeted ads through in-app notifications and push notifications, effectively providing free advertising. Since the company typically invests heavily in paid ads on platforms like Facebook, Instagram, and TikTok, this approach leverages the app’s user base to promote offers and features at no extra cost, driving engagement and growth while maximizing their marketing budget.
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TL:DR
Offered free gym courses to the public to boost app installs, allowing Punch by Badre Hari to send free in-app and push notification ads, saving on costly Facebook, Instagram, and TikTok ad expenses.
Encouraging members to bring their loved ones
I wanted to harness the Dar Lkbira brand value—symbolizing a “big house” that welcomes everyone—to drive growth. I introduced a referral feature that reflects Dar Lkbira’s spirit of community by encouraging members to bring their loved ones into the Punch by Badre Hari family. Users can refer or bring new members, earning an extra month on their subscription for each person they invite. To make it even more exciting, if they bring 10 new members, they’re rewarded with a full year of subscription for free. This growth hack not only aligns with Dar Lkbira’s inclusive ethos but also helps expand our community, making Punch by Badre Hari a true reflection of a big, welcoming house for all fitness enthusiasts.
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TL:DR
Added a referral feature to Punch by Badre Hari where users get an extra month of subscription per new member they bring, and a free year if they bring 10, aligning with Dar Lkbira’s community value to drive growth.
Adding Revenue Streams
I wanted to create new revenue streams while staying true to the Dar Lkbira brand’s welcoming ethos. I recommended allowing non-members to book personal coaching sessions, making it easier by providing them with a 1-day gym pass for each session. This not only generates additional income for the gym but also introduces non-members to the Dar Lkbira experience, helping them get familiar with the gym and its equipment in a “big house” environment. Over time, this exposure builds trust and comfort, encouraging these prospects to subscribe for full memberships, boosting the gym’s subscription numbers and reinforcing Dar Lkbira’s inclusive community spirit.
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TL:DR
Enabled non-members to book coaching sessions with a 1-day gym pass, creating revenue for Punch by Badre Hari while aligning with Dar Lkbira’s values, familiarizing prospects with the gym to increase subscriptions over time.
Other features
PUNCH BY BADRE HARI - Case study