HERO
PROJECT
PACELINE
ROLE
PRODUCT DESIGN LEAD
FOCUS
CREATIVE DIRECTION, PRODUCT DESIGN
Paceline is a start-up whose aim is to bridge fitness with financial incentives to improve the health of individuals and society. As Product Design Lead, I led a remote team of product designers across the US and Mexico. Responsibilities included creative direction, branding, and iOS product design.
OBJECTIVE
To build the first unified wellness platform that incentivizes physical, mental, and financial health together. While simultaneously launching the first-ever health and wellness credit card that connects your physical health to your everyday financial life.
CHALLENGE
No precedent existed for a product that unified finance with physical fitness. Banking apps exist. Fitness apps exist. Nothing intertwined the two. In addition to building a new type of app and ecosystem was the creation of a unique Paceline credit card.
What is the incentive for the user?
How do we gamify the experience with a rewards system?
How do we visually unify a user’s fitness tracking from a wearable with their financial information?
How do we introduce and integrate a new type of credit card into this ecosystem both from a design and technical standpoint?
APPROACH
Design a mobile app that seamlessly integrated data from fitness trackers (Apple Watch, Fitbit, and Garmin). The app would link a user's physical activity and purchases to rewards and financial incentives.
NAVIGATION
Navigation Options (top image) is a concept centered around 4 types of potential users—Adventurous, Traditional, Credit Card, and Profile XL. Each navigation menu is tailored to each user type. Navigation & Content (bottom image) represents a Tab bar navigation based on the Adventurous user profile. This navigation structure was inspired by the idea of "Movement."
WIREFRAMES
Navigation Wireframe A is based around the "Movement" theme with a nav progression of Home, Move, Challenge, Celebrate, More. In this version, the credit card information is nested inside the More section. Navigation Wireframe B is a more traditional approach than Credit Card with it's own dedicated section in the tab bar.
DASHBOARD + REWARDS
With no precedent for a product that fused an activity and financial tracker together, we had to create a visual system to tie time, physical activity, and financial rewards into a compact and easy-to-read dashboard.
CREDIT CARD APPLICATION FLOW
To create the credit card application, we had to work closely with Visa to figure out the requirements of the card and the necessary steps to get credit card approval. We decided to consolidate the fields and steps when possible to reduce decision fatigue and shorten the user journey. At the top, we created a progress bar to orient the user's progress.
CREDIT CARD MANAGEMENT
Once bank accounts and the Paceline credit card were added to the app, the user would need to be able to manage their accounts and transactions. We created a dedicated account summary, linked bank accounts, credit card activation, and a transaction page to view purchases. We introduced some new features in the Transaction pages on the bottom row—a timeline accelerator to scroll through months, the ability to view digital receipts, and built-in reward progress within the purchase page.
IMPACT
• Reached #1 Health & Fitness app ranking in Feb 2021.
• Top 10 iOS app multiple times in 2021.
• Currently, Paceline has a 4.9 rating in the App Store.
• The designs helped close a $29.5 million Series A funding round in June 2021.
HERO
PROJECT
PACELINE
ROLE
PRODUCT DESIGN LEAD
FOCUS
CREATIVE DIRECTION, PRODUCT DESIGN
Paceline is a start-up whose aim is to bridge fitness with financial incentives to improve the health of individuals and society. As Product Design Lead, I led a remote team of product designers across the US and Mexico. Responsibilities included creative direction, branding, and iOS product design.
OBJECTIVE
To build the first unified wellness platform that incentivizes physical, mental, and financial health together. While simultaneously launching the first-ever health and wellness credit card that connects your physical health to your everyday financial life.
CHALLENGE
No precedent existed for a product that unified finance with physical fitness. Banking apps exist. Fitness apps exist. Nothing intertwined the two. In addition to building a new type of app and ecosystem was the creation of a unique Paceline credit card.
What is the incentive for the user?
How do we gamify the experience with a rewards system?
How do we visually unify a user’s fitness tracking from a wearable with their financial information?
How do we introduce and integrate a new type of credit card into this ecosystem both from a design and technical standpoint?
APPROACH
Design a mobile app that seamlessly integrated data from fitness trackers (Apple Watch, Fitbit, and Garmin). The app would link a user's physical activity and purchases to rewards and financial incentives.
NAVIGATION
Navigation Options (top image) is a concept centered around 4 types of potential users—Adventurous, Traditional, Credit Card, and Profile XL. Each navigation menu is tailored to each user type. Navigation & Content (bottom image) represents a Tab bar navigation based on the Adventurous user profile. This navigation structure was inspired by the idea of "Movement."
WIREFRAMES
Navigation Wireframe A is based around the "Movement" theme with a nav progression of Home, Move, Challenge, Celebrate, More. In this version, the credit card information is nested inside the More section. Navigation Wireframe B is a more traditional approach than Credit Card with it's own dedicated section in the tab bar.
DASHBOARD + REWARDS
With no precedent for a product that fused an activity and financial tracker together, we had to create a visual system to tie time, physical activity, and financial rewards into a compact and easy-to-read dashboard.
CREDIT CARD APPLICATION FLOW
To create the credit card application, we had to work closely with Visa to figure out the requirements of the card and the necessary steps to get credit card approval. We decided to consolidate the fields and steps when possible to reduce decision fatigue and shorten the user journey. At the top, we created a progress bar to orient the user's progress.
CREDIT CARD MANAGEMENT
Once bank accounts and the Paceline credit card were added to the app, the user would need to be able to manage their accounts and transactions. We created a dedicated account summary, linked bank accounts, credit card activation, and a transaction page to view purchases. We introduced some new features in the Transaction pages on the bottom row—a timeline accelerator to scroll through months, the ability to view digital receipts, and built-in reward progress within the purchase page.
IMPACT
• Reached #1 Health & Fitness app ranking in Feb 2021.
• Top 10 iOS app multiple times in 2021.
• Currently, Paceline has a 4.9 rating in the App Store.
• The designs helped close a $29.5 million Series A funding round in June 2021.