( What I took on )
I joined as Product Designer first, alongside the designers who had built the product so far. Then, I became the main designer leading the new direction, from the first concept through implementation. The partner at Fueled held the client relationship.
( Key decision 01 )
Feeling, not function
The flows worked. What was missing was the feeling. People open the app looking for energy to take on their most ambitious goals, and a neutral tool doesn't give them that.
( Key decision 02 )
Outside the category
I looked for references outside productivity apps, in the visual language of elite sports and bolder brands. The product had to feel like a Tony Robbins event, not another productivity tool.
( Key decision 03 )
Before anyone asked
A few weeks after joining, I developed the concept on my own initiative and took it to the Product Manager, who backed it. The partner presented it to the client.
( The result )
The client approved the new direction, and the project went ahead with it. I worked with the development team through implementation, until the build was on track.