Context

UX/UI Designer · 2014

Services: UX/UI design · User & pattern research · IA · User flows · Marketing design · E-commerce

Typeface: Reefont (custom Reebok typeface)

Status: In 2021, Reebok was acquired and the ReebokONE platform was rolled into the Reebok App.

ReebokONE — desktop hero

Overview

ReebokONE was Reebok's social platform for CrossFit athletes, Spartan racers, personal trainers and fitness enthusiasts — a space for community, content, and commerce. When sales and engagement targets started slipping, our team at Mobiquity was brought in to overhaul the platform's digital strategy and redesign the end-to-end experience. I worked alongside the lead designer to establish a new visual language, conduct a heuristics and IA analysis, and rebuild the experience from the logged-out marketing pages through to the social dashboard, scheduling feature, and e-commerce integration — with Reebok's three core KPIs of acquisition, sales and engagement driving every design decision.

My contributions

Visual language & IA

Worked alongside the lead designer to establish a new visual direction and overhaul the site's information architecture, aligning both with Reebok's brand and the platform's evolving user needs.

End-to-end experience design

Designed the full platform experience — from logged-out marketing pages and streamlined sign-up flows through to the social dashboard, discovery features, scheduling, and e-commerce integration.

Community & discovery features

Designed the social content dashboard, group activity flows, and a location-based tool for users to find fitness professionals by specialty — making the platform as useful for discovery as for content creation.

KPI-driven strategy

Kept Reebok's three core KPIs — acquisition, sales and engagement — at the center of every design decision, ensuring the experience improvements translated directly to business outcomes.

Problem

Although new-member enrollment was on track to hit the client's forecasted goal, the sales and engagement targets needed attention to stay on track for the year. The ReebokONE website served as a social platform for CrossFit athletes, Spartan racers, personal trainers and fitness enthusiasts. Our team's focus was to make the platform more accessible and to integrate the e-commerce experience with the social content — bridging the gap between community engagement and in-product revenue.

Process

Design & strategy

The lead designer and I worked to establish a visual language for the update while also performing an analysis of the site's IA. Once we settled on a direction with the client, we began overhauling the entire experience — from the logged-out marketing pages to the scheduling feature. We streamlined the sign-up and login flows to reduce friction for new and existing users, getting them into the experience faster.

We created a dashboard that served as a central hub for social activity, educational content, community events and e-commerce. Users were able to discover content as well as create their own within the same interface, with group activity following baked into the experience. We also designed a way for users to find fitness professionals based on location and specialty.

Results

The website and mobile app — developed in tandem with our project — increased user engagement and in-product revenue exponentially (note: actual numbers are under NDA). The platform helped the client surpass their yearly targets as well as their social media audience size. The current version of the site was later updated when the client launched their new brand identity.