Tone it Up

Our team was approached by Tone it Up to create a native app that could extend the capabilities of its successful web product, fold in new concepts, and lastly, distance itself from a legacy app developed by a competitor. Tone It Up was founded on promoting fitness and lifestyle through positivity, making the conscience decision to refrain from using weight references in their messaging. By this point, they had built up a community of some 400,000 strong, but had reservations about embarking down another app development journey (understandingly due to their experience with the previous poorly executed app by another agency).

Rising to the challenge, I helped build a pod of creatives, developers, market strategists, growth marketing specialists, and supporting vendors. Working closely, we envisioned a community whereby users to congregate to discuss workouts, lifestyle ambitions, get support, and find IRL workout buddies.

As we embarked on the journey, interviews were conducted with the existing community (via their website). The results of the interviews fueled our personas deliverable, and would go on to serve as our tell-tale whenever a wishlist feature came up for the final cut in the MVP. The engineering team I oversaw were tasked with delivering a backend that could host video on demand (VOD), chat, search, and supporting social interactions. Supporting such an interactive community with both a challenge and a blessing, and we were able to meet this with a great delivery.

In the end, I enjoyed the process of working with the clients to hone in on their ambitions and capture their excitement in an app that is beautiful, stable, and setup for future growth. The app is available for iOS on the App Store and for Android on Google Play.

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• Download for iOS on the App Store
• Download for Android on Google Play