One of my favorite products my team designed during my time at HUGE was Under Armour's eCommerce application & fitness rewards platform. When UA purchased MyFitnessPal - and all of its +80 million user's health & fitness data, goals & profiles with it - the company was faced with a daunting challenge.

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To avoid a mass exodus of MFP users who depended on the platform to keep them motivated, on-track & encouraged, how to still serve as an enabler of better fitness goals & positive accountability, while at the same time doing something entirely new: selling premium apparel (without coming off as inauthentic or an unwanted detraction).

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My team partnered with UA's retail, analytics & platforms leads to develop a next-generation digital product that allowed the natural elements of the brand's lifestyle affinity meld with the goals-based fitness tracking elements of the MFP platform. The result was a seamless eCommerce experience that tracked fitness data, user goals & achievements - all while supporting its users with the motivation, rewards & educational content to keep them on target.