At Utility, we don’t just build apps—we help brands elevate their digital experiences to create lasting impact. That’s exactly what we set out to do when Moves by Madeline came to us with a bold vision: to completely redesign and rebuild their mobile app from the ground up.

The Vision

Moves by Madeline is more than just a fitness app—it’s a transformative platform for women at every stage of life. With expert-led programs tailored for strength, endurance, pregnancy, postpartum, and beyond, the brand had built a loyal and growing community. But their existing app needed a fresh foundation—something scalable, more intuitive, and reflective of the premium experience their users expect.

The Challenge

The Moves team approached Utility with a challenge: how do we make the app more dynamic, user-friendly, and personalized—without losing the heart of what makes Moves by Madeline so impactful?

From outdated interfaces to limited customization options, the original app had clear room for growth. Our job was to rethink everything: structure, design, performance, and the overall user journey.

Our Approach

We started with strategy. Our team worked closely with Madeline and her internal team to understand their goals, user behaviors, and feedback from the existing community. From there, we:

• Redesigned the user experience with a clean, intuitive UI that emphasizes movement, motivation, and progress.
• Rebuilt the app architecture to support more robust features, faster load times, and a scalable backend.
• Expanded customization, allowing users to tailor their workout plans based on time, fitness goals, and life stage.
• Integrated a seamless content delivery system to support weekly workout updates and new program drops.
• Enhanced community features, including motivational prompts and tools to celebrate milestones and track progress.

The Results

The result is a completely transformed Moves by Madeline app—sleek, modern, and incredibly powerful. Whether users are picking up dumbbells at the gym or squeezing in a 30-minute session at home, the new experience makes it easier to stay consistent, confident, and connected to the Moves community.

Since launch, the app has received overwhelming positive feedback, maintaining a 4.9-star rating and earning praise for its intuitive design and impactful programming.

A Partnership in Motion

This project was more than a redesign—it was a true collaboration. At Utility, we’re proud to work alongside brands like Moves by Madeline that are making a real difference in people’s lives. Together, we turned a good app into a great one—one that’s poised to support thousands more women on their fitness journeys.

Ready to bring your digital vision to life? Let’s build something game-changing.