Fitbit Interactive Retail Experience
Retail Experience Strategy & Product Design
Making a new category easier to understand
Wearable technology was still an emerging category, and shoppers often struggled to understand the differences between devices or which Fitbit was right for them.
We partnered with Fitbit to turn a growing product lineup into a simple, engaging in-store experience. Rather than simply presenting specifications, we explored multiple ways into the story, from direct product comparison to lifestyle-driven storytelling and immersive video.
The final experience used a clear, guided journey combining photography, motion, iconography, video, and product education to help customers move confidently from discovery to selection.
OUR ROLE
Experience Strategy, UX & Interaction Design, Visual Design, Content Strategy
1,000+
STORES NATIONWIDE
3 MONTHS
TO DEPLOY
The challenge: make an unfamiliar category easy to shop
Fitbit was helping define a new category. In a busy retail environment, customers needed to quickly understand what the devices did, how they differed, and which one matched their needs.
The experience had to make a growing product family easy to navigate while still communicating the broader promise of the Fitbit brand.
The solution: guide customers from curiosity to choice
We explored three approaches to the experience before developing a simple guided narrative that balanced product education with lifestyle storytelling.
Photography, animation, video, iconography, and clear product comparisons made a technically complex product family approachable and easy to explore.
The experience launched across more than 1,000 Best Buy and Target stores in the U.S. within three months. It later expanded into Canada and additional international markets and became part of Fitbit’s presence at CES.
