Despite the success of the FuelBand, the price point posed barriers to ecosystem growth. Therefore I led the development of a new freemium activity app experience that strategically served as an onramp to the pair FuelBand experience.

The Nike+ Move mobile app was created with the beginner consumer in mind in order to help them build small habits of regular activity, see progress and meet their goals. It brought to life How, When and Where consumers moved.

In order to bring the experience to life, we partnered with Apple to utilize the M7 coprocessor found in the then new, yet to release, iPhone 5S, to enable constant movement tracking. Being the first activity app to leverage Apple’s new technology, it was showcased during Apple’s iPhone 5s launch keynote and featured on apple.com.