Mobile app design, custom CMS, and product handoff
Mobile app, custom CMS
Tone It Up
#1 app for pregnancy, yoga, and HIIT
Bring a fragmented community, video library, commerce experience, and workout programming into one recurring mobile product.
Design the native app around video content, program tracking, community, group classes, and a CMS that could manage 550+ on-demand videos.
The app reached 4.8 stars from 14K ratings and was featured by Apple as App of the Day after launch.
Design journey: from zero to tens of thousands subscribers
The founders of Tone It Up, Katrina and Karena, built an amazing community over the years that loved their content and products. The challenge was that there was no centralized place for that community to meet online.
Their videos were mostly on YouTube, their main communication channel was Instagram, and their products were sold on their website. Premium content was sold through a one-time fee, which meant no recurring revenue. They wanted to change the fragmented experience, bring everything into one place, and update the product offering and monetization model. The Tone It Up mobile app was born.
Building a native app was the best solution. We started with the core offering and identified the main features this new product needed to be built around. After months of design work, meetings, and studying the community, we aligned on a digital product that made it very easy to do three things.
- Video library: Tone It Up had hundreds of videos that needed to be formatted and managed through a CMS so they could be accessible inside the app.
- Workout program tracking: Progress is something we all strive for, and having a visual representation of it helps motivate people to continue.
- Community: We created geo-location chat so users could connect with others near them and build a stronger support system.
Featured as App of the Day by Apple
Experiments: group classes and group chat
With Tone It Up we had a blank canvas to work on and experiment, which allowed us to create and test new features. Group classes were exactly that. We aimed to create a feeling similar to real-world workout classes. Each class had a timeslot and users opted into it ahead of time.
To add a sense of community, we designed a group chat feature that opened 15 minutes before the class and stayed open for 15 minutes after completion, mimicking what an in-person class would have.
Custom CMS
With 550+ on-demand videos for exercising at home, we built a custom, easy-to-use CMS to manage all of the app's video content in one place.
Project handoff
After a successful launch and managing the live product, our final task was to assist the management team in hiring the right product team and facilitating a smooth project handoff to bring their app products home.
Other work
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