Motiv is a startup in San Francisco that hired me to lead all its brand and marketing design. Being a fitness-tracking ring, the initial brand had been designed with hard core fitness lunks in mind—only, as it turned out, our main customer became women in their 40s and 50s who care just as much about fashion as they do fitness. Additionally, we then incorporated online security features into the ring, so the audience shifted yet again. With all of this in mind, the entire brand, along with all of its marketing materials, needed updating.

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Role: UX + UI Designer as Motiv’s Brand + Marketing Design Lead

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The Process

Here’s a quick glimpse at the overall change in the look and feel, from the original design to the new design that better speaks to our audience:

In addition to an overall lightening of the color palette and more minimal design, we started by testing several different user experience directions online. We built 3 different responsive landing pages to (1) test usability, (2) see what our audience was most interested in, and (3) which direction yielded higher conversion rates.

Once we had results from the 3 test sites, we applied our learnings to an entirely new website that touted both fitness and online security. We started with a new site map and UX design (main pages shown here):

And here are some of the final site designs, including a new checkout experience. You can also view the live site.