The problem I faced when I joined the team was the lack of general emotion the product had. It started off with a direction that looked like an app for a dentist or for a psychologist, so it doesn't evoke users enough motivation to do their stuff.

Team had struggles looking for what Tony desired. He wanted to evoke emotions to the users, to pop them and feeling them like being in a high motivational personal place for work the better way on your goals.

I know Robbins and I exactly knew what we had to craft. I said to the team: "Man, we are talking about the f***king Tony Robbins! It's so clear what he need!" I thought to get inspiration from sports brands like NFL, to play around with big elements and fontfaces, to highlight color scheme to bring a lot of focus as well motivation for whoever will use the app and, finally, creating a modern but intuitive UI & UX.