Strategy

Early in the project, the leadership team was having trouble finding their north star. To help them find a path forward, I created a presentation to give the clients a better understanding of the landscape. Based on my personal experience and research, I gave them a quick look at the community of their target demographic while providing some actionable information.

Persona

The leadership for the All Day app were having trouble identifying and connecting to their target demographic. When I joined the project, I made it very clear that fitness and the community of women who strive for a healthy work/life balance are things that are very near and dear to my heart. So as part of the process, I wrote a new persona, and this was used as the guiding principle for the remainder of the project:

This is Sara.

She knows that life is about a healthy balance. She knows that she should stop eating white rice and switch to brown. She knows that she should workout at least a little bit every day. She knows that eating less sugar will help clear up her skin. She knows. She KNOWS. And if she has to pass one more mocking Cosmo ad wagging their finger at her for not having flatter abs or get one more push notification telling her how she should be moving more, she will lose her shit. She wants to find her equilibrium and do the things she loves while enjoying how she feels in her own skin. But she’s traveled this road to balance before and been derailed time and time again. Making life changes is scary and what keeps driving her back to her oversized sweatpants and keeps her away from trying again, is she’s not sure she can do it alone.

Sara revels in the posi vibes and empathetic camaraderie she finds on Instagram. She pours over the stories of other women who share their personal struggles and success, liking every picture and wishing she could give these girls a fucking high five. The emphasis is not on pounds lost or gained, comparing stats, or completing a workouts curated by professional athletes. What she craves is hope in the hard times, inspiration for the future, and high fives in the moment from the people who know her best: her friends.

Her community of like minded women thrives on honesty. When you show up, you bring yourself, your hard truths, your life lessons, and you share what is real—from the euphorically high highs to the shit pit lows. These women will ignore any disingenuous attempt by anyone that tries to weasel their way into their safe and supportive community. Because this is a space where they show up, are honest, and bring all of themselves to the table.

But Sara needs a way to connect, reach out, and be supported by her friends even when they aren’t face to face. When she’s had a hard day and she’s ready to bail on her SoulCycle class, she wants to call out to her community to help motivate her and keep her going. An impersonal notification from a device or an app will never understand the lifelong struggle that every woman has with their body: that balancing all of this shit is hard, but this is not zero sum game. Together we will rise to the challenge again and again—as many times as it takes to change our lives, for good.

User Experience

With the Adidas UI and UX teams, I led in workshops on behavioral economics to identify areas where we could incorporate better strategies to engage our users. I synthesized user acceptance testing feedback and proposed solutions that would allow the team to pivot and address problem areas.

I also developed problem/solution hypotheses for user testing and validation

During production I performed audits of work in progress content, design, and animations to ensure everything was coming together in a cohesive way and was functioning according to spec.

Process & Comms

I aided in the team’s transition to Agile development methods by and participated in several all day workshops with key stakeholders in the Marketing, Development, and Innovation teams to develop clarity around the project vision for launch.

For the last several months before launch I kept up daily communication with the Adidas UX and UI teams as well as contract iOS and backend dev teams. During which I participated in a myriad of meetings:

• Stand ups

• Sprint kick offs

• User journey mapping work sessions

• User story development sessions

• Sprint demos

• Retrospectives

Programs Used

Sketch
Invision
JIRA
Trello
Google Docs/Slides/Sheets