Shortly after joining TBWA, we got a RFP that was pretty rare for any agency - to work directly with a brand to develop a new digital product. Icon Health and Fitness (makers of Nordictrac and other brands) had a product in the market called iFit that they wanted to modernize - this new version would allow people to download customized workout profiles directly to their running machine (or incline trainer, etc). With content developed by celebrity trainers, the idea was to allow people to select multi part fitness programs that would be delivered wirelessly to their equipment. The results (pace, calories, distance, etc) would be sent back to the server and tracked along with other fitness info to give users a complete picture of their health and progress. Think Nike+ with custom designed workout programs programs that can magically talk to any fitness equipment.

We worked directly with the product team at Icon to develop the product concept, invent the core user experience, plan product features / roadmap, and create the design and branding. We also authored all the flash and mobile interfaces that provided a front end to Icon's backend systems.