Aaptiv In-App Video Feature Launch
Project Overview
As Art Director, I led the visual and creative direction for the launch campaign of Aaptiv’s new in-app video workouts. This was a high-visibility initiative aimed at introducing a major product feature while reinforcing our brand’s aesthetic and voice. From concept to execution, I ensured every asset—from digital ads to in-app promos—felt cohesive, modern, and unmistakably Aaptiv.
Creative Direction & Impact
Immersive Visual Language:
I established a clean, cinematic aesthetic for showcasing the new video player—emphasizing full-screen edge-to-edge visuals, minimal controls, and a focused experience. The UI’s subtle gradients and refined microinteractions were highlighted to convey a premium, distraction-free workout environment.
Aaptiv “Team Challenges” — Mobile UI/UX
Project Overview
I designed a cohesive, gamified group-fitness experience within the Aaptiv app to drive engagement, accountability, and friendly competition. The “Team Challenges” flow guides users from discovery through live participation: announcing the new feature, onboarding into a Summer Bootcamp cohort, awarding points in real time, and surfacing a running leaderboard alongside peer activity.
Design & Impact
Brand Consistency: Leveraged Aaptiv’s bold blue palette, minimal iconography, and concise copy to maintain clarity at every touchpoint.
Motivation Through Feedback: Subtle animations and instant point confirmations reinforce progress and spur friendly rivalry.
Scalable System: The modular design supports new challenge types, team sizes, and reward tiers with minimal UI changes.
Performance & Scale
Rapid Adoption: 62,000 unique users joined Team Challenges in the first six weeks—18 % of Aaptiv’s active base.
Engagement Lift: Daily active users climbed by 35 %, and 30-day retention among participants rose from 42 % to 54 %.
Increased Activity: Teams completed an average of 3.8 challenges/month vs. 2.1 pre-launch
Session Growth: Average workout session length increased by 22 seconds, driving a 12 % lift in weekly active minutes.
Organic Reach: 24 % of teams shared results socially, contributing to an 8 % spike in new installs sourced via referral.
User Satisfaction: Surveys returned a 4.7/5 average satisfaction score for the Team Challenges experience.
HRZ Product Launch — Mobile Marketing & UI
Project Overview
I led the creative for Aaptiv’s new Heart Rate Zone (HRZ) Training Collection campaign, marrying in-app UI mock-ups with social and owned-media assets to drive discovery, education, and deep engagement. From Instagram Stories to a full-width magazine header, each touchpoint highlights HRZ’s seamless Apple Watch sync and data-driven workouts, guiding users from “Let’s get your heart pumping!” through “Want to know more?” to their first zone-targeted session.
Design & Impact
Brand Consistency: Leveraged Aaptiv’s signature cobalt background and aqua accents—mirroring the watch’s zone-bar colors—paired with a clean sans-serif and underlines on key phrases (“ALL NEW,” “Heart Rate Zone Training”) to ensure instant recognition and readability across formats.
User Guidance: Employed minimalist annotations (arrows from earbuds to “Heart Rate Zone Workouts” tile) and a four-slide Instagram Story flow to clarify feature discovery, benefits, and next steps—resulting in a 45 % average completion rate (20 pts above Q1 benchmark) and a 12 % swipe-up click-through.
Performance Metrics:
Website/in-app header banner saw a 32 % CTR on launch day, driving a 22 % lift in weekly HRZ workouts.
18 % of taps led to immediate Apple Watch sync, with 68 % of those users completing an HRZ workout within 72 hrs.
Follow-up emails titled “Your Zone, Your Pace” achieved a 52 % open rate and 14 % click-to-play.
Scalable System: Established modular layouts and typography treatments that adapt easily for future wearables, seasonal promotions, and cross-channel extensions without redesigning core assets.
Nick × Aaptiv
Overview
I led the visual direction for a kid-focused fitness experience blending Aaptiv’s audio workouts with beloved Nickelodeon characters. The challenge was to make movement feel like play—through bold visuals, animated content, and gamified design that kept kids engaged and parents reassured.
Creative Direction
Playful + Clear Visuals: Combined Nick’s vibrant orange and fun character art with Aaptiv’s clean design system to create a playful, intuitive interface kids could navigate confidently.
Modular Design System: Built a scalable component library—cards, avatars, and badges—that could be reused across themes (sports, seasonal events, character tie-ins).
Gamified Engagement: Designed progress meters, streak trackers, and team challenges to motivate healthy habits in a fun and encouraging way.
“Before & Aaptiv” spotlights Sarah’s journey from a 2017 injury to training for her first 5K, pairing bold white copy (“In 2017, Sarah suffered a traumatic injury. Now she’s training for a 5K.”) with vibrant, full-bleed imagery on Aaptiv’s signature navy background. Crediting “Sarah Corley – Aaptiv Member” lends authenticity, while high-contrast layouts ensure legibility at a glance.
Deployed across subway-shelter triptychs, transit posters, digital billboards, and mobile ads, the campaign blends static and subtle motion (“+1” bursts on digital), all driving viewers to “Discover Your Before & Aaptiv” and swipe up for a free 7-day trial. It’s a scalable, story-driven concept that builds emotional connection and delivers measurable trial sign-ups.
