Case Study · Fitbit | NewDealDesign

Where Wearables Started

In 2007, wearable wasn’t even a word. Pedometers were clunky medical weight-loss devices, and extreme masculine fitness trackers dominated the market. During our 10-year collaboration, Fitbit became a leader in defining the wearable category, resulting in 75 million units sold (25 million in one year), and a successful IPO at $2.5B.

Shifting Away from Gadget

The first tracker was an opportunity in the market for a new female-friendly, honest and insightful product. Shifting from a technical gadget to an engaging, approachable product that is effortless, allowing women to wear it discretely.

The Fitbit Tracker was an elegant clip that presented an interface with a playful, growing flower. It was emotive and actionable, and the flower grew and blossomed with every step.

The Pebble Architecture

By packaging the ‘smarts’ into a small modular pebble, new bands, colors, materials opened while inventory issues are addressed.

Blaze was Fitbit’s first design focused on the smart watch market and leveraged a square pebble and swap-able frames.

One’s pebble fit into a rubber clip that was available in multiple colors.

Alta had an innovative mechanism engineered into the pebble to allow easy swapping of the bands.

Iconic Wearable People Love

Thanks to its dynamic and flexible design, Fitbit became a household name. From the colorful and fun Zip to the more sporty Charge, we helped Fitbit expand their offering to appeal to more tastes and needs. Sales were in the millions and they became the recognized leader in wearables while commanding 80% of the market share.

Elevated Brand

As wearables became increasingly mass market, Fitbit took the opportunity to update their most popular Fitbit, Flex. The Flex 2 had the tiniest pebble yet and allowed for a greater range of accessories, including modern jewelry. The bangle and pendant were modern and chic allowing easy day-to-evening transitions, while hiding the tech in plain sight.

Intricate scallop design around each opening.

Flex 2 pebble pops into the bangle via a door like a locket.

Initial sketch planning where the bangle would need engineered slots.

A Healthier Journey

Over a 10-year relationship, we partnered with Fitbit to develop their brand, strategy, and visual design language to become a leader in defining wearables.