A man is running down an empty desert road while a person with a camera stabilizer records him. The landscape is arid with sparse bushes and mountains in the background.

My Role
Brand development, content strategy

I worked on both the Under Armour and MapMyFitness brands, designing content for UX flows, emails, and fitness challenges.

I also led weekly cross-functional team discussions to create a single source of truth for the MapMyRun team, leading to cohesive messaging and an increase in user sign-ups.

Under Armour

A black-and-white illustration of a pair of sneakers, one on top of the other.

Circuits & Supersets Feature Launch

I built an in-app flow to announce a new feature called Circuits & Supersets and encourage users to engage with it to create and log new workout routines.

We received feedback from the Customer Service team that users complained about not being able to track their workouts over time. We hypothesized that some type of progress visualization would increase user retention and Premium membership upgrades.

Smartphone screen displaying the myfitnesspal app and a pop-up about new feature for creating workout circuits and supersets with a blue button labeled 'Check It Out'.

Smartphone screen displaying a workout app with a list of exercises, including Russian Twists, Bulgarian Split Squat, Push Up, Bench Press, Pull Up, Bent Over Row, Deadlift, and Bicep Curls. There is a section for circuits and supersets with options to add as a circuit, and an 'Add' button.

Mobile phone screen showing a workout app interface for creating a circuit with options for exercises like knee tucks and leg raises, and an 'Add Exercise' button.

Mobile phone screen showing a workout routine titled 'Quarantine Gains' with sections for arm circles and air squats, including repetitions and rest instructions.

Icon of a tick insect in white on a black background, representing the pest.

Report Bugs User Flow

I created a user flow that encourages people to report bugs with the MapMyRun app on their Samsung watches.

I worked with the product team to understand the bug reporting process on the backend to best create a concise user experience.

Healthy at Home Fitness Challenge

I created campaign to announce the Healthy at Home ﬁtness challenge released in response to COVID-19.

The launch emails and in-app notifications drove the most sign-ups ever for an Under Armour ﬁtness challenge.

A digital fitness challenge poster titled 'Healthy at Home Challenge' with photos of people exercising at home, including a woman smiling at the camera, a man doing push-ups, and a woman doing squats.

A woman in workout clothes doing a squat exercise on a yoga mat in a room with a door and plants. A man in workout clothes doing lunges on a yoga mat in a living room with large windows. The right side contains text promoting a 30-day workout log challenge, with icons for running and yoga, and buttons labeled 'Get Started' and 'Get Inspired'.