CTA hierarchy map

• Current state analysis

• Tap levels (L1, L2, L3, L4)

• Duplicate CTA screen

• Me Screen (Pink lines) 1700+ tap states in Activity only forever looping

• Start screen (Green lines) too much noise

• Start Screen groups inconsistent

• Content and Features out of place

iOS user diagram flow

• iOS user diagram does not match Android user diagram

• There should only be 1 user diagram

• Inconsistent components and flows with Android

• Guided workouts (L2) on Start Screen

• Tabs Quick start and Guided workouts (Just want to START)

• Grouping information inconsistent

Android user diagram flow

• Group information inconsistent

• Guided workouts (L1) Same level As Start, Training, Explore and Me

• User flow inconsistent on both platforms (More work and inefficient)

• Labels and tags inconsistent

• Tap state inconsistent

Journey Map

• Gap Analysis

• User stories

• Adding content in context

• Opportunities for engagement and conversion

Research and strategy

• New user base - B2B

• Mental health wellness in demand

• 7 million working remotely in USA

• 5 million working remotely in Canada

• New outdoor activities are being tracked

Strategy | New user - B2B - Creator - Influencer

• Personalization

• 200-300 sign ups every day

• Touch points: Community, Challenges, Training, E-commerce, Races and Events

Successful framework

• Created a journey for creators and athletes

• Created Hand off delivery process and collaborated with the internal and external teams

  • Community

  • Training

  • Localization

  • Guided workouts

  • ASICS Runkeeper Brand team

  • Stadium (indirectly)

  • Nordics team (indirectly),

  • Marketing team (indirectly)

  • ASICS Brand team (indirectly)


Scalable. flexible and reusable | Group Personalization

• Same framework as Clara’s Group

• Partnered with Dubai

• World’s largest race, +197,000 participants 2023

• The Prince of Dubai is sponsoring a 30 day challenge for 30 minutes on 5 beaches from morning to evening.

• Influencer | Jessica Smith is an Australian Paralympian, ASICS FrontRunner and more

• Marketing is driving the 30 day events for 30 minutes

  • I designed templates that is easy to change content and color to feel the groups branding

Scalable. flexible and reusable | Group Personalization

• Candidate Race Abbott World Marathon Majors presented by ASICS

• Partnerships: ASICS, Runkeeper, Andy Reidy

• B2B :

  • Race Director

  • Creators

  • Influencers

  • Trainers

  • ASICS products

• B2C :

  • Athletes running, training

  • joining events/challenges

• Color theory

• Why it’s important to use ASICS color int the ASICS Runkeeper App

• Applied ASICS colors on default share screens on the app and Apple Watch background

• Designed and used ASICS Colors on the Apple Watch

• Hidden gems the ASICS Runkeeper App that applies to habit formation

• Quick win: Move the components and features up front (from L4 to L1) *L4 is 4 taps from main screen.

• Do not make the tasks difficult for the athlete to use the tools.