the #1 fitness tracker that started it all.

I had the privilege of launching seven insanely popular products during Fitbit's peak. It was the pop culture juggernaut on every gift guide, the #1 downloaded app on several Christmas days, and a product that legitimately changed people's lives for the better. (Plus, it helped convict two murderers.)

During my time at Fitbit, I led website and email design, including PDPs and launch assets for multiple generations of fitness trackers, and a fully reimagined e-commerce storefront to accommodate Fitbit's growing family of products and accessories.

Within our in-house agency, we shot all our own social media posts, created the world’s most fun legal site, and filmed a series of premium how-to videos. We even invented a new holiday primed for our consumers' natural step count obsession and encouraging massive behavior change.

The challenge

I was roughly the 150th hire at Fitbit, but it already had a passionate fanbase. So selling wasn’t difficult — the hard part was keeping up with the incredible speed of product innovation, differentiating the multiple trackers we launched every few months, and finding new ways to showcase the delightful brand that people had come to expect.

My role

  • Led the design of logged-out Fitbit.com, including the UX, UI, and e-commerce architecture

  • Worked closely to fill the social media content calendar with posts we designed and/or shot in-house

  • Created e-mails, banners, in-app notifications, and other various assets associated with product launches and seasonal campaigns

The Fitbit store

Evolution of product description pages across three different generations of product

DelightFUL CONSISTENCY at every touchpoint.

INSTRUCTIONAL? YES. STERILE? ABSOLUTELY NOT.

The results

  • Over 50 million trackers were sold during my tenure at Fitbit from 2016-2018

  • Our annual holiday, Fitbit Goal Day, garned 2.6x more in-app challenges than the average Saturday and in 2015 led to one of the highest step count days in Fitbit history

  • It was the healthiest I’ve ever been, and I accumulated over 6 million personal steps during my employment

art direction, visual design, user experience, video