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Defining the wearable tracker market

Fitbit was looking to expand their product offering and develop a wrist-based wearable comfortable enough for all-day wear.

I led the Industrial Design team at New Deal Design to develop a cohesive family of products, providing new features and capturing new customers. Additionally, we developed a product strategy roadmap that provided insights and illustrated opportunities for future implementation as Fitbit transformed into a global leader in the wearable market.




Industrial Design

User Experience Design

Design Management

Packaging Design

Creative Studio

New Deal Design

Mark Serr Photography

fitbit_proto_1500 copy.png

Unique Challenges and Opportunities

Designing a wearable is tricky business and an iterative process: sketch, prototype, test, repeat. With personal choices such as fashion and accessories, we carefully considered CMF (colors, material and finish) and also developed ideas around jewelry and partnerships that were rolled out in future programs. 

Establishing a Design Language

Though we designed each product with different internal components, User Interface interactions, and SKU strategies, a cohesive design language was established across many carefully considered elements: product gesture, details such as buttons and clasps, as well as the CMF (color, material and finish).  


Becoming the leader in wearables 

Working on these products and with Fitbit as they transformed from a startup to the powerhouse they are today was one of the most fun, challenging, and rewarding programs of my career. I'm proud of the collaboration and hard work, especially when seeing family, friends, or strangers on the street wearing one.

charge hr tangerine side
fitbit flex black
firbit surge blue back


Fitbit Surge: Red Dot Product Design Award, 2015

Fitbit Force: iF Gold Product Design Award, 2014
Fitbit Force: IDEA Bronze Award, 2014
Fitbit Flex: IDEA Bronze Award, 2013

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