UI Screens — Desktop
The Natural Transformer · Platform
The Natural Transformer is a large-scale fitness and nutrition platform supporting a significant matrix of 18 content variations for 1 program across gender, diet, goal, equipment, and frequency. What began as a conversation about platform improvements evolved into a structured consulting engagement, beginning with an independent CMS audit and culminating in a scoped recommendations document with prioritised implementation options.
Redesigning how content was created in the CMS to dramatically reduce admin time, unlock capacity, and establish clear business ROI-driven changes.
Every improvement had to live entirely within the content creation workflow — the platform's inputs, outputs, and user-facing experience were fixed constraints.
Lack of automation locked the business into an inefficiency cycle, consuming operational capacity needed to scale service offering, limiting monetisation of the product.
Before designing anything, I audited the entire CMS — mapping every content library, every workflow, and every point of friction across recipe creation, meal plan management, training program building, challenge setup, user management, and platform administration.
The IA map revealed the full scope of the system and identified where automation opportunities existed within the creation workflow without requiring changes to the platform's underlying structure.
Recipe creation required building male and female versions as entirely separate items — double the work for every recipe, with no shared data between versions.
Meal plan creation required 18 separate manual entries per week — 2 genders × 3 goals × 3 diet types — each built from scratch. This was taking a full day of admin time per week.
Training program creation required 12 separate manual entries per week — 2 genders × 2 locations × 3 day splits — again each built from scratch. Also a full day.
Challenge assignment required manually attaching every variation to a challenge after creation — a separate, time-consuming step for every content type.
Recipe nutritional data was being calculated manually in MyFitnessPal and then entered by hand — introducing inconsistency and error risk.
This project had a defining design constraint that shaped every decision: we could not change the input or output of the platform. The content structure, the app experience, and what users received all remained identical.
Every efficiency gain had to come from redesigning how content was created — not what was created. This meant every solution had to work within the existing data model while significantly reducing the number of manual steps required to populate it.
The ~75% workflow reduction is significant because it was achieved entirely through smarter creation flows, automation logic, and duplication mechanics — not by simplifying the content itself. Every solution had to extract maximum efficiency from the existing structure without touching what users see or receive.
Conducting a full CMS audit before scoping any solutions meant recommendations were grounded in actual system behaviour, not assumptions. The client selected what to implement with full visibility of the trade-offs.
Every automation decision had to work within the existing data model. Solutions like auto-generating Tone and Trim from Build, and auto-generating day splits from the 5-day plan, were designed specifically to extract maximum efficiency without requiring structural platform changes.
Solving the challenge assignment problem at the point of creation — rather than as a separate post-creation step — removed one of the most time-consuming manual tasks in the admin workflow.
This project demonstrates the disciplined improvement of a framework that already exists. The constraint of not changing input or output forced solutions that were entirely about process intelligence.
The discovery phase was the most important work on this project. Without the full IA audit and pain point analysis, it would have been easy to design solutions for the wrong problems or miss the compounding effect of fixing all three workflows simultaneously.
