UI Design and Content Creation
Peloton has a strong presence with their current demographic (adults 34 and older), but would like to build a stronger connection to young Millennials and Gen-Z through music.
Peloton doesn't want to just be another fitness brand posting snippets of their content or promises of results - How can Peloton make a genuine connection with their desired audience?
Peloton can leverage their relationship with music to not just inject themselves into culture, but become contributors to music and celebrity culture - and ultimately youth culture.
Peloton: Before the Tour
Peloton Before the Tour features workouts built around curated artist playlists and interviews with the artists centered around the most impactful places in their life and career.
We already know music is a natural fit for Peloton. It’s what amplifies our workouts and inspires us to keep moving. But this is about something more.
Fitness is about motivation. It’s about success stories. It’s about the uphill battles.
Our celebrity-obssessed culture desires connection to our favorite musicians, we want to relate to them - from Spotify’s Genius integration to watching Post Malone eat hot wigs, we want proximity to what makes them great.
Video: 65 Seconds
Three artists are added to the Before the Tour collection a month. The workouts vary from activities meant to be done on indoor stationery cardio equipment like cycling, walking and hiking to yoga flows, HIIT training and even dance classes.
Tour playlist are a selection of the artist’s music paced with commentary about locations. The playlists are designed by your favorite Peloton instructors.
Video: 49 Seconds
CRAFTED WORKOUTS, FEATURED ARTISTS
We identified 5 stages of getting young adults from vaguely aware of Peloton as an expensive pieces of exercise equipment to a necessary part of their family's lifestyle.
Our solution focused on create awareness, consideration and and acquisition of a low-barrier Peloton Product - their app.
Getting the Word Out
This team was built entirely of creatives - which presented substantial challenges. Thankfully, Nick is very strategically minded and I have a small background in strategy and a large background in critical thinking.
While I'm not a UI designer - I worked on the UI for the app extension and it was pretty cool to see how many iterations we could make of single thing in such a short period of time.
We were selected as runner-up in the BC Design Sprint by Peloton.