Public Health England tasked Flipside Group with updating their "Active 10" app to better align with current governmental health policies and user expectations, utilising robust ethnographic research as our guide. As the Lead UX & UI Designer, I spearheaded the project across multiple stages—starting with the development of wireframes and user flows that refined the app’s functionality, followed by prototyping to test and tweak user interactions dynamically, and culminating in the roll-out of the final design. This included implementing engaging animations and a PHE branded UI to enhance the onboarding experience. The project concluded with the creation of detailed design guidelines to inform future updates across Public Health England's suite of apps, ensuring consistency and integration of our new design principles.

The app has received positive feedback from users. On the Apple App Store, it holds a 4.7 out of 5 rating based on 49,000 reviews. Users have praised its simplicity and effectiveness in encouraging daily physical activity.