Content Strategy Improvements for Scalability and a better UX

When implementing something net new, there's often times a small space in time where a request can provide further direction. This new sense of opportunity can help shape architecture, help provide a more scalable system, a better way to create and share content. In this project overview, I'll share how a request for a new type of training content for a web application allowed for a transformation on the way content was created delivered.

New content types are usually exciting, it's an expansion of an existing entry, a chance to share something new. A new genre of a blog, a new type of media in a media card, or a new contact form variation. In this project, the ask was for adding a new type of training content. There was immediately a realization that we didn't currently have overview pages. Overview pages provide natural content summarization. Often mixed with breadcrumbs, overview pages allow you to search through content at a higher level, in a compact and cohesive way. Currently, our app exposed content either daily or weekly. Using Overview pages could give us the flexibility of genres, providing SEO capabilities and a better user experience. Envision using Netflix or Spotify without genres. It's cumbersome. Now, the "how we got here" was perfectly reasonable but this new feature request provided us an opportunity.

To continue supporting daily and weekly pages alongside the new overview, learning path style pages, we added a new bit of taxonomy on the training plan entries. Content could now be tagged as date-based or time-based. This flag allowed for custom routing on the frontend, supporting different pages for different content. Utilizing react-query and react-router-dom, the CMS data conditionally rendered (supported) different routes, different user experiences.

Client
Fitness
Type
Product Strategy
Year
2025
Project image

Process

Challenging initial assumptions

When asked to add demographic-specific content using our existing date-based system, I recognized a larger opportunity. Why force all users into rigid competition schedules? Introduce the "time-based programming" approach - similar to learning paths in educational platforms - where users can progress at their own pace.

Building the frontend experience

I architected and built the entire frontend consumption layer for this new content model. Conditional React components could render linear paths, branching types of training plans. The ideation was designed in FigJam, clearly explaining where we are, where we could go, and how we can get there.

Creating dedicated vertical experiences

Developed landing pages for each new training vertical where users could browse curated content. Each vertical received tailored UI treatments and interaction patterns specific to its audience. Built responsive layouts that showcased program variety while maintaining clear navigation paths.

Driving stakeholder alignment

After developing the initial concept, I presented prototypes to demonstrate the platform's potential. Successfully convinced my product manager and CMS developer that this approach would unlock new opportunities. Collaborated closely with them to refine the vision while I led all frontend implementation.

Outcome

What started as a simple feature request became a platform transformation. Gym owners gained flexibility to serve diverse populations. The frontend architecture I built now supports unlimited verticals with rich, differentiated experiences. This positions the platform for expansion beyond traditional fitness into wellness, rehabilitation, and education.

Want to connect or create? Drop me an email.

Want to connect or create? Drop me an email.

Want to connect or create? Drop me an email.