Year
2022
Client
WEFLEX
Category
LAUNCH & SCALE WEB PLATFORM
Product Duration
1 year
While serving as Chief Product Officer at Digital Creators in Sydney, I was brought in by Weflex's founder, Tommy, and his CEO to solve a scaling challenge. Tommy had already identified a critical market gap: no existing platform connected people with disabilities to qualified fitness professionals.
The main difficulty was creating a scalable and unique matching process that accounted for diverse user needs. This involved deep user journey analysis and feature prioritisation with consideration of payment government funding models, specifically the NDIS. Ultimately, this work proved that an "off-the-shelf" solution could not meet the demands of this highly personalised service.
The design phase was focused on conceptualising and developing a new Marketplace Minimum Viable Product (MVP). With the goal of becoming the first web platform to connect people with a disability to fitness professionals at scale, the design prioritised a clear, empathetic user experience that addressed the complexities of the matching process. I collaborated with Lead Designers Gillian Seeley and Johanna Klaus to ensure the interface was simple, accessible, and intuitive for both users seeking training and the trainers offering specialised services.
I oversaw the technical build of the platform with the Head of Engineering at Digital Creators. It was was developed as a robust, scalable Web App. The modern technology stack included Typescript using React JS for the frontend and Python using Django for the backend, supported by a dedicated Django Admin Portal for management. This architecture provided the flexibility needed to handle the complex, unique matching logic. The platform was engineered by a talented team of Lead Engineers (Jordan Koncz, Richard Yuwono, Ali Azarkhish) to ensure high performance and reliability.
The project successfully achieved its goal, resulting in a product live in the market at weflex.com.au. The success of the initial launch led the client to re-engage for ongoing design, development, and support, confirming the platform's immediate value and potential. I was then invited to serve on the WeFlex Board as a Director. The platform's strong potential and market validation positioned the client to raise their next round of funding and continue realising the vision of connecting a specialised community to essential fitness services.
