under ARMOur

unifYing a fleet of training apps

Role: Creative Director
Circa: 2022

THE BACKGROUND
Under Armour had acquired a fleet of training apps over the past decade in hopes of converting the apps’ user base to shoppers; However, the apps were fragmented by sport and the athletes had to app-hop to track their performance. On the flip side, from a business perspective, the fragmented ecosystem of apps were not converting athletes to shoppers. To top it off, it was becoming challenging for the internal UA team to maintain and upkeep multiple apps. In short, UA had some points on the board but they were loosing steam.

THE GOAL
A unified training app that makes athletes better, drives brand affinity, and generates product sales.

THE TEAM
I led the experience strategy, the creative vision, and the socialization of the work to the UA leadership team. In parallel, I championed and guided a cross-functional team of 16 comprised of: product strategy, research, design, and studio production. My role and impact span from scoping and casting the team, to exponential account growth and rising revenue.

THE PROGRAM
We proposed an eight week Define phase to:
1. Evaluate the implications of the unification/sunsetting of apps
2. Research the competing landscape to ensure the new app is uniquely differentiated
3. Concept & prototype the vision for the unified Training app

What if

We wore our athletes shoes and experienced their world.
They want to fiddle less between apps, and play more!

WHAT IF

We progressively shifted our current athletes to a unified and high-focus experience.

WIth

A clear and unified vision backed by our vetted experience pillars.

what IF

We curated a feed that inspired discovery.

AND

Created team spirit and retention through community.

What IF

We offered AI-driven and personalized assessment and plans.

AND

Created a motivating destination just for you.

What if

You had powerful perks and partnerships in the palm of your hands.

AND

Were equipped with the right gear to push through.

What IF

We celebrated your wins and helped you become the best version of you.

CHALLENGES & HIGHLIGHTS

The UA Train app was rather ambitious in terms of impact to the business and the brand perception. In turn, every choice on the project came with much deliberation, discussion, and of course, delight! Below captures a few ebbs and flows of the project:

CHALLENGES
- Committing to the vision of a unified app required a significant amount of upfront investment
- Transition plan to migrate millions of athletes from Map My apps over to the UA Train app
- Overcoming internal allegiance to the fleet of existing Map My apps

HIGHLIGHTS
- Watching the athletes breeze through the vision prototype, and not having to fiddle through multiple apps to get through a workout
- The sizzle reel above receiving much praise from the UA leadership team, leading to more opportunities and revenue
- Contagious enthusiasm surrounding the project echoed through the agency