4.8 ☆☆☆☆☆ based on 14K ratings
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Design journey: from zero to tens of thousands subscribers

The founders of Tone It Up, Katrina and Karena, have built an amazing community over the years that loved their content and products. The only issue was - the was no centralized place for them to meet online.

Their videos were mostly on YouTube, their main communication channel was Instagram and their products were sold on their website. To view premium content users paid a one-time fee, which means no recurring revenue. They wanted to change this fragmented experience, bring everything into one place and update their product offering and monetization. The Tone It Up mobile was born.

Building a native app was the best solution. We started working on the core offerings to identify what were the main features to build this new product around. After months of design work, meetings and studying their community we all agreed upon building a digital product that made it very easy to do the following 3 things:

• Video Library: Tone It Up had hundreds of videos that needed to be formatted and managed through a CMS to be accessible through the app.
• Workout program tracking: Progress is something we all strive for and having a visual representation of it helps and motivates people to continue.
• Community: We created Geo-location chat for users to be able to connect with others near them to build a stronger support system.

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Featured as "App of the day" by Apple

Experiments: group classes and group chat

With Tone It Up with had a blank canvas to work on and experiment, which allowed us to create and test new features. Group classes was exactly that. We aimed to create a feeling similar to real world work out classes. Each class had a timeslot and users opted into it ahead of time. To add a sense of community, 15 minutes prior the start of the class and for 15 minutes after it's completion we designed a group chat feature, once again mimicking what an IRL class would have.

Custom CMS

With  550+ on demand videos for exercising at home we built a custom, easy to use CMS to manage all of the app's video content in one place.

Project hand off

After a successful launch and managing the live product, our final task was to  assist the management team to hire the right product team and facilitate a smooth project hand off to bring their app products home.