movr Case Study, Volume 2
Transforming movr's D2C app into a dynamic B2B health technology
How I helped movr pivot and rebuild its technology as a B2B product suite, attracting investment and landing major partnerships with leading platforms across digital health.
Background
In 2022, movr decided to repackage the IP behind the movr app into a B2B product suite for digital health platforms. movr's new API and SDK would enable partners to seamlessly offer evidence-based exercise within their platform and help movr reach a much bigger, more established user base.
Challenge
The movr app had a colourful and quirky UI to help it stand out. The B2B product suite would need to be the exact opposite – simple and universal enough to blend into any platform's existing UI and dynamic enough to adapt and incorporate a vast range of different design systems.
Solution
I initiated a rebrand for movr to establish its position and authority as a B2B digital health technology. At the same time, I led product design to conceptualize a simplified UI and a dynamic design system for 5 digital products that would make up movr's SDK, and later a stand-alone demo app.
Intelligent exercise technology for digital health platforms
movr's aim was to offer its technology as distinct products that could integrate into existing digital health platforms. Each product would need to function independently and in concert with the others to account for the range of integration possibilities a partner platform might need.
I conceptualized and designed a series of simplified interfaces connected by a dynamic design system that could easily adapt to the stylings of the app with which movr was integrating. This made it possible to offer clear value to partners – seamlessly adding exercise intelligence to their platform while minimizing dev time.
Configurable Design System
Working closely with movr's dev team, I established a dynamic design system for their SDK that could be easily configured to align with any platform's existing stylings and blend in with their existing product experience.
ASSESS
Movement Health
movr Assess enables platforms to understand user needs with dynamic assessments and questions.
PRESCRIBE
Intelligent Exercise
movr Prescribe empowers intelligent exercise recommendations tailored to the needs of each individual user.
BUILD
Personalized Workouts
With Build, users can customize preferences to create sessions unique to their personal movement profile.
Core Products
In 2022, I helped movr launch its initial core products with simplified UI and a stripped-back design system to support the goal of integrating seamlessly with digital health platforms.
Evolving the Brand to Match Product
While we built out movr's new product offering, I helped refresh its branding across web and marketing materials. The new direction included visuals and language that aligned with its updated mission, speaking to a new corporate target demographic and establishing movr as an authority in the emerging field of movement health.
Comprehensive Product Demos
In collaboration with movr's sales team, I researched potential partners and analyzed their products to mock up detailed prototypes depicting how movr's integration would look and feel in their platform.
In addition to previewing movr's product suite with the target company's branding applied, these demos also expanded on the platform's existing product experience to provide guidance on where to place entry points and how to onboard users.
All-in-One Demo App
With all the learnings from so many product demos under our belt, we realized there was a strong use case for a stand-alone demo app.
After two years of building out movr's SDK product suite, I helped them come full circle – packaging all of the B2B products into a fully-baked app experience oriented towards demonstrating the full range of movr's capabilities and landing commercial partnerships.
Outcomes
From 2022 to 2024 I led design for movr across product, web and marketing – launching a B2B business, attracting investment and winning partnerships with major players in digital health.
2.5 million +
Played a key role in helping movr obtain investment from lululemon, Fitt Insider, GAN Ventures and others
6 Launches
Led end-to-end design for 6 distinct digital products, including a demo app for commercial partners
12 Partners
Delivered custom pitch material, product demos and design consultation for 12 commercial partnerships
500k +
Over half a million assessments completed using movr technology in partner platforms
Human-centered Experiences
While movr shifted its focus to commercial partnerships, its products needed to remain centred on the real, everyday people using their platforms. I created simple, accessible designs connected by easy-to-follow user journeys to meet the needs of movr's partners, and the people they served.
Diverse representation
Clean content layout
Accessible language
Clear user journeys
