Celebrating Cultural Moments
I designed a tiered playbook experience for ways in which Under Armour MapMyRun can celebrate cultural moments in an authentic way. By utilizing the playbook, MMR can celebrate these moments in various ways so that each feels unique and honored both big and small throughout the year.
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Celebrating Cultural Moments
I designed a tiered playbook experience for ways in which Under Armour MapMyRun can celebrate cultural moments in an authentic way. By utilizing the playbook, MMR can celebrate these moments in various ways so that each feels unique and honored both big and small throughout the year.
In June 2022, Under Armour honored cultural moments through featured collections, such as Pride collection. Within the MMR experience, Pride was celebrated by changing the route line into a rainbow and introducing the “Train with Pride” challenge.
In June 2022, Under Armour honored cultural moments through featured collections, such as Pride collection. Within the MMR experience, Pride was celebrated by changing the route line into a rainbow and introducing the “Train with Pride” challenge.
At Under Armour we listen to our athletes and put them at them at the center of everything we do. We come together as a force for good to serve the communities we represent. And based on research, we learned that our Gen Z sport fans believed that brands and teams should be playing a role in social change.
At Under Armour we listen to our athletes and put them at them at the center of everything we do. We come together as a force for good to serve the communities we represent. And based on research, we learned that our Gen Z sport fans believed that brands and teams should be playing a role in social change.
The first tier in the playbook is bronze, which focuses on the MMR community feed. From adding frames to their profiles to stickers on their posts, users can show their support and share it with the greater community.
The first tier in the playbook is bronze, which focuses on the MMR community feed. From adding frames to their profiles to stickers on their posts, users can show their support and share it with the greater community.
The silver tier is a “Run Through the Timeline” Challenge. During each new cultural moment month, users can challenge themselves to run through that moment’s history. This distance based ‘Timeline Challenge’ not only provides users with a fun, iteractive way to celebrate cultural moments, but also educates them about the moments that got us here.
The silver tier is a “Run Through the Timeline” Challenge. During each new cultural moment month, users can challenge themselves to run through that moment’s history. This distance based ‘Timeline Challenge’ not only provides users with a fun, iteractive way to celebrate cultural moments, but also educates them about the moments that got us here.
Throughout this project, it was important to also focus on marketing drivers. By utilizing external social media platforms and email communications, MMR can generate more buzz around the new challenges and features.
Throughout this project, it was important to also focus on marketing drivers. By utilizing external social media platforms and email communications, MMR can generate more buzz around the new challenges and features.
Details
Functions
User Research
UX Design
UI Design
Prototyping
Product Strategy
Design Team
Kristin Lee
Date
May 2022 – August 2022