Momentum
Designed around the Londonderry Leisure Centre in North Edmonton, Momentum responds to two key challenges: a lack of inclusive fitness programs and growing concerns about health literacy among younger generations.
Over the course of two weeks, participants explore four core exercise categories—strength, cardio, HIIT, and recovery—while also learning how nutrition supports their fitness goals and health needs. The program introduces culturally diverse, accessible meals with recipes and grocery lists sourced from nearby grocery stores, and encourages community building within the leisure centres. Whether participants complete a single cycle or stay involved long-term, the goal is to create an engaging, supportive wellness experience.
Created by Leo Cronin-Barrow, Marwa Ali, and Michelle Philip
In collaboration with the City of Edmonton Recreation Branch, part of “DESN 445 - Service Design” at MacEwan University
A research-informed service concept designed to improve programming at Edmonton’s Londonderry and/or Hardisty Leisure Centres
My Role
As the lead contributor in conceptual development, I initiated the idea of a cyclical fitness and nutrition program. I also:
- Developed the core concept and program structure
- Storyboarded the user journey
- Created the main illustrations based on the visual design system
- Co-created the additional pdf designs and document layout for the newsletter
Momentum
Designed around the Londonderry Leisure Centre in North Edmonton, Momentum responds to two key challenges: a lack of inclusive fitness programs and growing concerns about health literacy among younger generations.
Over the course of two weeks, participants explore four core exercise categories—strength, cardio, HIIT, and recovery—while also learning how nutrition supports their fitness goals and health needs. The program introduces culturally diverse, accessible meals with recipes and grocery lists sourced from nearby grocery stores, and encourages community building within the leisure centres. Whether participants complete a single cycle or stay involved long-term, the goal is to create an engaging, supportive wellness experience.
Created by Leo Cronin-Barrow, Marwa Ali, and Michelle Philip
In collaboration with the City of Edmonton Recreation Branch, part of “DESN 445 - Service Design” at MacEwan University
A research-informed service concept designed to improve programming at Edmonton’s Londonderry and/or Hardisty Leisure Centres
My Role
As the lead contributor in conceptual development, I initiated the idea of a cyclical fitness and nutrition program. I also:
- Developed the core concept and program structure
- Storyboarded the user journey
- Created the main illustrations based on the visual design system
- Co-created the additional pdf designs and document layout for the newsletter
Momentum
Designed around the Londonderry Leisure Centre in North Edmonton, Momentum responds to two key challenges: a lack of inclusive fitness programs and growing concerns about health literacy among younger generations.
Over the course of two weeks, participants explore four core exercise categories—strength, cardio, HIIT, and recovery—while also learning how nutrition supports their fitness goals and health needs. The program introduces culturally diverse, accessible meals with recipes and grocery lists sourced from nearby grocery stores, and encourages community building within the leisure centres. Whether participants complete a single cycle or stay involved long-term, the goal is to create an engaging, supportive wellness experience.
Created by Leo Cronin-Barrow, Marwa Ali, and Michelle Philip
In collaboration with the City of Edmonton Recreation Branch, part of DESN 445 - Service Design at MacEwan University
A research-informed service concept designed to improve programming at Edmonton’s Londonderry and/or Hardisty Leisure Centres
My Role
As the lead contributor in conceptual development, I initiated the idea of a cyclical fitness and nutrition program. I also:
- Developed the core concept and program structure
- Storyboarded the user journey
- Created the main illustrations based on the visual design system
- Co-created the additional pdf designs and document layout for the newsletter
Community Engagement
User Research
Experience Design
Service Design
Community Engagement
User Research
Service Design
Experience Design
Community Engagement
User Research
Service Design
Experience Design
The problem
Our class was challenged to design or improve a service experience for the Londonderry and/or Hardisty Leisure Centres. This work was grounded in research from site visits, patron interviews, persona development, and testimony from a City of Edmonton community partner, conducted in collaboration with MacEwan’s POLS 490 students.
The City identified a significant drop in participation from teens to young adults. Through our own research, we diagnosed contributing factors: limited programming that met the needs of this age group and a lack of long-term support for developing sustainable health habits. These findings guided our team toward a solution that prioritized inclusivity, ease of implementation, and long-term impact — all while leveraging the centres’ existing space, infrastructure, and equipment to avoid costly renovations or major operational shifts.
Lack of programing
Leisure centres experiencing significant falloff from specific age group
Resources being underutelized
The problem
Our class was challenged to design or improve a service experience for the Londonderry and/or Hardisty Leisure Centres. This work was grounded in research from site visits, patron interviews, persona development, and testimony from a City of Edmonton community partner, conducted in collaboration with MacEwan’s POLS 490 students.
The City identified a significant drop in participation from teens to young adults. Through our own research, we diagnosed contributing factors: limited programming that met the needs of this age group and a lack of long-term support for developing sustainable health habits. These findings guided our team toward a solution that prioritized inclusivity, ease of implementation, and long-term impact — all while leveraging the centres’ existing space, infrastructure, and equipment to avoid costly renovations or major operational shifts.
Lack of programing
Leisure centres experiencing significant falloff from specific age group
Resources being underutelized
The Problem
Our class was challenged to design or improve a service experience for the Londonderry and/or Hardisty Leisure Centres. This work was grounded in research from site visits, patron interviews, persona development, and testimony from a City of Edmonton community partner, conducted in collaboration with MacEwan’s POLS 490 students.
The City identified a significant drop in participation from teens to young adults. Through our own research, we diagnosed contributing factors: limited programming that met the needs of this age group and a lack of long-term support for developing sustainable health habits. These findings guided our team toward a solution that prioritized inclusivity, ease of implementation, and long-term impact — all while leveraging the centres’ existing space, infrastructure, and equipment to avoid costly renovations or major operational shifts.
Lack of programing
Leisure centres experiencing significant falloff from specific age group
Resources being underutelized
Early User Journey Concept
This is the earliest concept of the momentum program, and was used to help pitch our initial idea during our co-design session with both our client and the political science students.
Tyrone goes to the gym for stress & mental health. He enjoys structure but keeps it casual, follows expert advise from wellness advisors, & enjoys group classes. Being able to plan his meals and activities around each other could help eliminate decision fatigue in day-to-day life.
Tyrone sees a post online about a new class at Londonderry that combines fitness and nutritional information by giving out recipes at the end of class that compliment the exercises being done during the class.
Tyrone attends a class to try it out. The class starts like a typical group workout, but he receives a take-home program at the end with different recipes and at-home exercises.
Tyrone enjoys having meal suggestions to compliment his workout, and that it takes away the stress of deciding on what to cook. It's easier to go grocery shopping too, knowing that everything he needs will be available nearby.
Tyrone follows one of the suggested recipes for dinner that night. He isn't familiar with the meal he made, but he enjoys trying a new meal. He ends the day feeling great and signs up for more classes.
Early User Journey Concept
This is the earliest concept of the momentum program, and was used to help pitch our initial idea during our co-design session with both our client and the political science students.
Tyrone goes to the gym for stress & mental health. He enjoys structure but keeps it casual, follows expert advise from wellness advisors, & enjoys group classes. Being able to plan his meals and activities around each other could help eliminate decision fatigue in day-to-day life.
Tyrone sees a post online about a new class at Londonderry that combines fitness and nutritional information by giving out recipes at the end of class that compliment the exercises being done during the class.
Tyrone attends a class to try it out. The class starts like a typical group workout, but he receives a take-home program at the end with different recipes and at-home exercises.
Tyrone enjoys having meal suggestions to compliment his workout, and that it takes away the stress of deciding on what to cook. It's easier to go grocery shopping too, knowing that everything he needs will be available nearby.
Tyrone follows one of the suggested recipes for dinner that night. He isn't familiar with the meal he made, but he enjoys trying a new meal. He ends the day feeling great and signs up for more classes.
Early User Journey Concept
This is the earliest concept of the momentum program, and was used to help pitch our initial idea during our co-design session with both our client and the political science students.
Tyrone goes to the gym for stress & mental health. He enjoys structure but keeps it casual, follows expert advise from wellness advisors, & enjoys group classes. Being able to plan his meals and activities around each other could help eliminate decision fatigue in day-to-day life.
Tyrone sees a post online about a new class at Londonderry that combines fitness and nutritional information by giving out recipes at the end of class that compliment the exercises being done during the class.
Tyrone attends a class to try it out. The class starts like a typical group workout, but he receives a take-home program at the end with different recipes and at-home exercises.
Tyrone enjoys having meal suggestions to compliment his workout, and that it takes away the stress of deciding on what to cook. It's easier to go grocery shopping too, knowing that everything he needs will be available nearby.
Tyrone follows one of the suggested recipes for dinner that night. He isn't familiar with the meal he made, but he enjoys trying a new meal. He ends the day feeling great and signs up for more classes.
Our Solution
We developed Momentum, a two-week rotating fitness program that introduces participants to four types of workouts while guiding them through the gym’s facilities. It’s designed to be flexible—easy to try for two weeks, yet sustainable for long-term participation.
To enhance the experience, we created a weekly newsletter packed with value: themed class cycles, culturally diverse recipes, grocery lists, at-home workouts, and health tips. It also features a “member spotlight” to foster community and recognize active participants.
If resources allow, the program could expand to include communal meal prep after workouts—further reinforcing the connection between food, fitness, and community.
To resonate with our target audience of teens and young adults, we also proposed a social media strategy with program hashtags, challenges, shareable assets, and three mascots designed to add warmth and personality to the brand that users can get attached to.
Introduces inclusive, structured fitness programming
Reduces meal decision fatigue with curated nutrition content
Fosters community through shared goals and engaging content
Our Solution
We developed Momentum, a two-week rotating fitness program that introduces participants to four types of workouts while guiding them through the gym’s facilities. It’s designed to be flexible—easy to try for two weeks, yet sustainable for long-term participation.
To enhance the experience, we created a weekly newsletter packed with value: themed class cycles, culturally diverse recipes, grocery lists, at-home workouts, and health tips. It also features a “member spotlight” to foster community and recognize active participants.
If resources allow, the program could expand to include communal meal prep after workouts—further reinforcing the connection between food, fitness, and community.
To resonate with our target audience of teens and young adults, we also proposed a social media strategy with program hashtags, challenges, shareable assets, and three mascots designed to add warmth and personality to the brand that users can get attached to.
Introduces inclusive, structured fitness programming
Reduces meal decision fatigue with curated nutrition content
Fosters community through shared goals and engaging content
Our Solution
We developed Momentum, a two-week rotating fitness program that introduces participants to four types of workouts while guiding them through the gym’s facilities. It’s designed to be flexible—easy to try for two weeks, yet sustainable for long-term participation.
To enhance the experience, we created a weekly newsletter packed with value: themed class cycles, culturally diverse recipes, grocery lists, at-home workouts, and health tips. It also features a “member spotlight” to foster community and recognize active participants.
If resources allow, the program could expand to include communal meal prep after workouts—further reinforcing the connection between food, fitness, and community.
To resonate with our target audience of teens and young adults, we also proposed a social media strategy with program hashtags, challenges, shareable assets, and three mascots designed to add warmth and personality to the brand that users can get attached to.
Introduces inclusive, structured fitness programming
Reduces meal decision fatigue with curated nutrition content
Fosters community through shared goals and engaging content
Looking to hire? Let’s talk.
I’m currently seeking a full-time remote role where I can help bring products, services, and stories to life through thoughtful marketing and design.
I’m ready to get to work—let’s connect!
Looking to hire? Let’s talk.
I’m currently seeking a full-time remote role where I can help bring products, services, and stories to life through thoughtful marketing and design.
I’m ready to get to work—let’s connect!
Looking to hire? Let’s talk.
I’m currently seeking a full-time remote role where I can help bring products, services, and stories to life through thoughtful marketing and design.
I’m ready to get to work—let’s connect!
