04
A modern approach to basic health
WALK
Project overview
My second project working as a freelancer included updating the old Bitwalking app to it’s new brand, WALK. I was in charge of the visual design.
WALK is a lifestyle app that uses a strong psychological principle to motivate people to walk more. WALK is a brand that uses steps earned as a currency to allow people to buy desired products.
The psychological principle
Consumerism is the idea that increasing the consumption of goods and services is always a desirable goal and that a person's well-being and happiness depend fundamentally on obtaining consumer goods and material possessions.
Put simply: we love to buy for the sake of buying. We love the new shiny things, whether we can afford them or need them at all or not.
How can we use this major force in modern societies towards a positive cause? If people are highly motivated to pursue massive buying of goods, that’s a motivational force.
Visual design process
Since consumerism, our fundamental method of execution is associated with social and financial status, the brand look and feel will be positioned the same. We will not use the ‘fitness and health’ visual design trends because it is not the drive we want to create, it’s the ‘secret’ layer and the positive result.
On the surface, the brand and design will be executed at a fine-made, exclusive, and middle-high-end together with fashion brands, boutiques, and exclusive brands.
TheDrop™️
The app's main value proposition, buying desired goods and services with steps, was designed to have it's own brand. Since it's the main revenue driver, I designed it with fashion brands in mind. The goal was to create a desired brand that people will be willing to pay a small fee to be a part of.
Some principles we used to achieve that:
1. scarcity - Have a low amount of items at each drop time, to raise exclusiveness
2. Discerning - Only showcasing highly sought-after brands and items.
3. haute couture - Look, feel and communicate finely, to raise the brand purpose.
Interaction and movement
Following the visual design principles, the interaction and motion system was planned to be ubiquitous, minimal, and quick. Good motion fits both the brand values and follows basic usability rules.
Snappy: desired brands don't overuse motion. Think Zara vs. Disney.
Exclusive: when the job is done, get out of the way.
Smart: kipping the app at a minimal layout, the motion and interactivity use in and out masking instead of adding more visual elements on any given screen.
Next work
