Challenge
While wearable technology is gaining an increasing foothold in certain markets, it still remains a relatively new product segment. Fitbit needed a digital tool that would help demystify the offering in consumers’ minds, but also give them a thorough overview of the brand’s increasingly complex range of wearable devices.
Solution
Our overall goal was to provide a compelling and intuitive user experience that motivates customers to engage with and buy Fitbit products. Ultimately, we brought to life one of the brand’s central tenets – "a healthier lifestyle starts with one step" – using a simple linear narrative to encourage users down a path built from a compelling library of photos, animated type, iconography, and video. User Experience Before approaching the design phase we shared a variety of UX strategies that would underpin the creative process. We experimented with three conceptual approaches: a quick and simple path to product information; a deeper demonstration of how Fitbit can positively affect your life; and finally a more immersive video-based focus on the more emotive aspects of the Fitbit brand promise. User Experience Before approaching the design phase we shared a variety of UX strategies that would underpin the creative process. We experimented with three conceptual approaches: a quick and simple path to product information; a deeper demonstration of how Fitbit can positively affect your life; and finally a more immersive video-based focus on the more emotive aspects of the Fitbit brand promise. User Experience Before approaching the design phase we shared a variety of UX strategies that would underpin the creative process. We experimented with three conceptual approaches: a quick and simple path to product information; a deeper demonstration of how Fitbit can positively affect your life; and finally a more immersive video-based focus on the more emotive aspects of the Fitbit brand promise. User Experience: Before approaching the design phase we shared a variety of UX strategies that would underpin the creative process. We experimented with three conceptual approaches: a quick and simple path to product information; a deeper demonstration of how Fitbit can positively affect your life; and finally a more immersive video-based focus on the more emotive aspects of the Fitbit brand promise. Graphic Design: We worked seamlessly with the Fitbit team to design a state-of-the-art user interface – built with both existing brand assets and a suit of new illustrative and typographic expressions. The net result is a stunning piece if interactive design that reflects the innovative nature of the Fitbit family of products.
Results
The App launched to rave client reviews in Best Buy and Target stores throughout the country, and was soon followed by further resized iterations in Canada. The device formed a central part of the company’s booth display at this year’s Consumer Electronics Show and looks set to be deployed in more overseas markets in 2015.
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