Punch by Badre Hari

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."

Punch app — concept redesign hero

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.

Before

After

Original Punch app vs. redesign

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.

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.

Morocco fitness market opportunity

Through a structured UX audit of the Punch app experience:

UX audit — friction points mapped

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.

User personas — gym members & non-members

Research insights — empathy mapping

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.

Gym access flow — before & after

Simplifying Coach Reservations

Through user observations, I noticed that many gym-goers tend to avoid approaching the reception to book a coaching session. 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. Introduced reviews to build trust via social proof, and bundled sessions with visible discounts using price anchoring.

Coach reservation — simplified booking flow

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. A shortcut to book a session with the featured coach was added, making it super easy to get personalized support when needed.

Video lessons & meal planning — accessible fitness

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 align with Dar Lkbira's emphasis on accessibility and inclusivity, inviting a broader audience to experience the app's core offerings while encouraging them to pay for personalized coaching and meal plans.

Dar L'kbira brand strategy — freemium model

Encouraging members to bring their loved ones

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. If they bring 10 new members, they're rewarded with a full year of subscription for free.

Referral program — community-driven growth

Adding Revenue Streams

I recommended allowing non-members to book personal coaching sessions, providing them with a 1-day gym pass for each session. This generates additional income for the gym while introducing non-members to the Dar Lkbira experience, building trust and comfort, and encouraging these prospects to subscribe for full memberships.

Non-member coaching — new revenue stream

Other features

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