8 boutique fitness brands with entirely different identities, products, and user bases. The task for the design team was to concept and design a cohesive user experience for both iOS and Android apps for each of the 8 brands.
We approached design systemically, each app maintained its unique brand identity without making it feel "white labeled."
A set of master components were designed and built for all eight apps, these were then edited on a per brand basis and the unique brand assets for each app – such as button styles, text styles and colours – were applied to each app identity, while still keeping the same structure and layout.
This system allowed us to maintain a cohesive design system bringing eight completely unique brands into the same structure. We designed a baseline user experience which was not only branded, but functionally customised to meet the unique needs of each brand.
But with eight completely unique brands and fitness experiences, one size would not be enough to fit all. We also had to make additions to the system on a per brand basis. For example, needed to allow users to select a bike when booking, RowHouse needed to show users their performance data breakdown, AKT gave users insight into their heart rate during each class they take with a monitor, StretchLab required the ability for users to take group classes or book private sessions.
These unique assets were added to the individual libraries for each brand, along with the branded components, successfully keeping the design system in tact while still catering to the needs for each app.
The gamification aspect of the apps required designing unique badge styles for each brand which would be displayed in their activity. I had a lot of fun designing these badges and it was a good exercise in flat 3D design. Also making sure that each badge was different enough to feel like a prize worth winning.
