Karl.Worksツ
Design and Direction
Design and Direction
British Army
— Be Army fit
Client: Hi Mum, Said Dad!
Scope: User Experience, User Interface, Identity, Wireframe, Prototype
The Challenge
Originally conceived as a tool to help potential recruits prepare for selection, Be Army Fit quickly evolved into a broader public-facing platform. The challenge was to design a fitness experience that upheld the British Army’s training standards and authority, while remaining accessible, motivating, and usable for people of all abilities — from first-time trainees to serious aspirants.
The Response
I worked closely with the team across research, prototyping, and user testing to shape a focused, distraction-free app experience. The interface was designed to work seamlessly mid-workout, prioritising clarity, legibility, and pace over visual excess. Grounded in the Army’s brand guidelines, the final product balances discipline with approachability — giving users a clear sense of structure, progression, and challenge, while allowing them to train on their own terms and measure themselves against military benchmarks.