Case Study | Product Design, Branding, Web Design
Lead Designer
Responsible for product redesign, UI prototyping, testing, brand redesign, user research, user flows, and designing a landing page test for marketing and validation purposes.
The Challenge
Fitcabin was launched as an all-in-one web app for runners. Unfortunately, there was a disconnect between what the product offered and what its users felt they received. However robust the product was, it became increasingly difficult to perform the flagship feature: logging a run. This initiated an effort to rebrand, rebuild, and redefine the product.
Initially launching under the name Runnrr in 2013, the web application was built as a one-size-fits-all product. It would track your individual runs, allow you to build and maintain training plans for individuals or entire teams, create and maintain teams, and more. But there was a disconnect between what the product offered and what its users felt like they received. The brand itself wasn’t fully developed, the user base wasn't clearly defined, and the product simply wasn’t resonating. After much contemplation, Runnrr decided to bring in UI/UX design consultant to review their product, design, and overall strategy.

Analysis & User Research:
The first step in my approach is to analyze the problem and find out where the product or brand is falling flat. And more importantly, what is it that users actually want? User wise, Runnrr was struggling to meet the needs of coaches, teams, early runners, and seasoned runners. But the users they had the most success with was with early runners who were new to the sport and building the habit of tracking their runs.With that discovery in mind, I zeroed on on what those users needed most and how we could build a product that made one of the most essential habits of running easier to adopt. Brand wise, Runnrr lacked a personality or “voice”. Users were left unsure of who the company was or its promise. Product wise, the application fell prey to the all too common desire to add on features. However thorough Runnrr was, it became difficult to find and do the one thing that the entire product rested on: logging a run. We made the decision to rebrand Runnrr, rebuild its product, and redefine its strategy.

The idea of simplification became central to concepting the new brand identity for Runnrr. This would be an application with running logs as its foundation. And thus, FitCabin was born. Wanting to craft a friendly and inviting identity for FitCabin, we decided to emphasize the logging aspect with a lumberjack “mascot” who delivers helpful running tips alongside witty commentary. He would act as both the “voice” of FitCabin, as well as a sort of coach for users trying to improve their running skills.

There are plenty of complex fitness applications that are great for seasoned athletes. But the logging function exists within a cloud of other features and tools, which often makes it difficult for those just starting out. FitCabin wants to make logging as easy as possible to encourage those still forming the habit. By simplifying the application down to its core elements, we were able to streamline the process of logging, creating a web application that was both beautiful and functional.
Lead Designer
2016 - 2018