Fitbit is dedicated to transforming lives through products that inspire a healthier life. To help achieve that goal they turned to IRON to develop a variety of engaging, innovative retail experiences.

The Challenge

While wearable technology is gaining an increasing foothold, it still remains a relatively new product segment. Fitbit needed a digital tool that would help clarify the offering in consumers’ minds, but also give them a thorough overview of the brand’s range of wearable devices.

What We Did

Our goal was to provide a compelling and intuitive user experience that motivated customers to engage with and buy Fitbit products. We used a simple linear narrative to encourage users down a path built from a library of photos, animated type, iconography, and video.

User Experience

Before approaching design we shared a variety of UX strategies that would underpin the creative process. We experimented with three conceptual approaches: a simple path to product information; a deeper demonstration of how Fitbit can positively affect your life; and finally a more immersive video-based focus on the emotive aspects of the Fitbit brand promise.

Graphic Design

We worked seamlessly with the Fitbit team to design a state-of-the-art user interface – built with both existing brand assets and a suit of new illustrative and typographic expressions. The net result is a stunning piece if interactive design that reflects the innovative nature of the Fitbit family of products.

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The Results

The app launched to rave reviews in Best Buy and Target stores throughout the country and was soon followed by further iterations in Canada. The device formed a central part of the company’s booth display at the Consumer Electronics Show and was later deployed overseas.


Stores used the app nationwide


Months to deploy