A comprehensive e-commerce update for the world’s third-largest smartwatch maker

Having not re-designed for several years, Fitbit was well behind in E-commerce best practices. Not only that, but it wasn't tied to their product road-map. Fitbit asked Code and Theory to build out a phased re-design of their site. 

Using a combination of existing user types, existing site analysis, and our own e-commerce expertise, I delivered design and motion prototypes for the next generation of Fitbit.com.

Fitbit
4 months — Website Redesign
Code & Theory, 2019

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Challenge

We set out to design a visually consistent, dynamic, and flexible system that will accommodate their future products.

With an aggressive timeline of 4 months, and 5 sprints, we aimed to reorganize and restructure all pages, extend and evolve their existing design direction, while collaborating with their major stakeholders. 

The goals were to increase conversion, infuse dynamic, personalized content, and create a technical build that allows for easy maintenance.

We set out to design a visually consistent, dynamic, and flexible system that will accommodate their future products.

With an aggressive timeline of 4 months, and 5 sprints, we aimed to reorganize and restructure all pages, extend and evolve their existing design direction, while collaborating with their major stakeholders. 

The goals were to increase conversion, infuse dynamic, personalized content, and create a technical build that allows for easy maintenance.

Compelling visual direction

We developed a rich evolution of their existing brand elements and created a bold, type driven, but playful look through the use of color blocking, and delightful interactions. 

An overall reduction in copy and visual clutter helped elevate their photography and focus the user on what they’re looking for. The result is an immersive experience that balances inspiration with conversion. 

Fitbit-SP1-Homepage-1440
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