Movable
I’ve designed many health and wellness apps, and I wanted to build my own with everything I’ve learned along the way. I tried to find an underserved niche in the market and realized that the demographic that needs movement and flexibility routines the most is also the most ignored by developers.
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The Problem
I found that all senior-stretching apps on the App Store were generic and outdated, with market leaders charging $30/month for a poor user experience and relying on still images instead of demonstrating full movements. Despite this, 10,000 Americans turn 65 each day, and over 120 million adults age 50+ in the US spend billions on health and wellness. However, fewer than 10 percent of adults 50+ find fitness apps that meet their needs. This leaves a massive, underserved market with a clear gap between existing offerings and user needs.
The Insight
Through talking with seniors and their adult children, I uncovered a key insight: while seniors are direct users, adult children are significant buyers. Many in their 50s worry about parents who are increasingly sedentary. These adult children actively seek solutions to maintain their parents’ independence and wellbeing, making them primary drivers of gift purchases — which is why the annual $49.99 plan is tailored as a gift.
What I Built
Instead of finding someone to film in a studio and spending weeks editing, I wanted to use AI for as many parts of this product as I could. I started with building the framework natively in iOS using Swift and SwiftUI for performance, not knowing how to best film and process the videos showcasing each exercise. I created a story about Margo, a late 50s woman, and used Kling AI to use the character as a reference while I filmed myself in the kitchen doing each stretch (exercises follow clinical protocols, such as the Otago and CDC guidelines). Each clip was max 30 sec long, so I found a way to film and edit where they faded and restarted when moves went longer than 30 sec. I spent a few nights shooting the different movements with varying success along the way. For audio, I cloned my wife’s voice, who is now the voice of Margo in the app, and leading all exercises during your routines. Hopefully, I’m helping address the real needs of adults 50+ and their families by launching Movable. By combining thoughtful and accessible design, evidence-based exercises, and targeted outreach, I hope more people can stay active, independent, and connected.