Background
movr launched its D2C mobile app in 2019. Using assessments and short curated sessions, its aim was to offer an innovative, evidence-based approach to personalizing exercise for everybody.
Challenge
Even in 2019, the fitness tech space was getting crowded. Most apps offered little personalization and used edgy design systems full of aspirational imagery to target "already fit" athletic audiences.
Solution
After extensive testing and feedback, we took a different tack – launching movr with an illustrative UI and approachable brand identity designed to make exercise more inclusive for the broader population.
Outcomes
From 2016 to 2022 I helped build and grow the movr app from scratch alongside a small hard-working team of talented creatives. Here's a brief snapshot of what we achieved together.
lululemon
movr won signficant first-of-its-kind investment from lululemon
2 Launches
2 successful product launches and over 10 major new feature releases
Over 50k
downloads across App Store & Google Play and thousands of monthly users
100k +
assessments completed in app leading to 15x the number of mobility sessions
Reviews
100+ five star user reviews across the App Store and Google Play
Revenue +
Paid app subscriptions, 10+ commercial partnerships and guided programming
6 Years
of early-stage startup experience building a B2C mobile brand & interface
2016-2019
Launching movr's MVP
I joined movr's founding team to help shape the initial brand and product experience for movr's MVP. Working with a small team of talented creatives, I focused on communications, content strategy, copywriting and creative direction.
Collaborated with designers, photographers, videographers, developers, and marketing teams with almost 0 budget
Managed user feedback and led usability testing to inform product and brand decisions
Conceptualized and executed social media strategy in collaboration with digital agency Booje Media
Assisted with MVP launch in App Store and brand collaborations like lululemon's SeaWheeze half-marathon
Building the movr app
Through research, usability testing and extensive collaboration I helped build movr's brand identity, craft the communications strategy and enhance the product experience in their innovative B2C mobile app.
2019-2020
Rebranding & Relaunching
We learned a ton in those first few years and landed funding to take the project full time in 2019. We kicked things off with a major rebrand that set movr apart and aligned more with its core ethos of accessibility.
Played key role in landing first-of-its-kind investment from lululemon
Worked closely with lead designer on innovative rebrand, brand guidelines and visual assets for digital and print
Owned UX writing and copy across app and digital marketing channels
Facilitated user testing, engaged with users and executed strategic email campaigns across user life cycle
2020-2022
Leading Product Design
2020 was a year of explosive growth in the digital health space. I moved into the lead design role and we worked quickly to roll out new features, form commercial partnerships and validate the app's efficacy through academic research.
Evolved existing design system to accommodate new app functionality and feature sets based on user feedback
Focused on full-stack product design and copywriting, working with dev team on strategic product roadmap
Supported introduction of a paid subscription model with distinct Freemium and Premium user flows
Helped introduce new revenue streams via commercial partnerships and guided group programming