Strava
The Digital record of your Fitness
Strava
The Digital record of your Fitness
Overview
I worked at Strava for 4 years at the intersection of Brand and Product helping to bring to life a brand focused on the fitness success of athletes no matter where they are, what their favorite sport or what their goals. Strava uses design-forward product thinking to equip athletes with the best digital products on the market to achieve any fitness goal they put their mind to from starting a mom’s walking club for their community to taking home a gold at the Olympics.
& GOals
Define & Develop an inclusive and Accessible Brand for ALL athletes.
Give Everyone The digital tools they neet to Achieve their personal best.
Be the record of the world’s Activity.
CASE STUDIES
Trail SPorts
2022
Bringing the best of Strava’s new summer features to athletes around the world by introducing brand new Trail Sports, off-road maps and video features to the Strava product for the first time.
Year In Sport
2022
Year in Sport is Strava’s #1 Marketing splash every year. We aggregate not only your own personal data into a personalized experience that tells the story of your fitness that year, but we also create data and press stories to tell the best highlights of the year within athletics.
Spotify + Strava
2023
The biggest partner integration of the year was incorporating your Spotify music player directly into the Strava activity recording screen combining your music with your movement.
Trail Sports & Video
Summer 2022 New Product Feature Launch
Trail Sports & Video
Summer 2022 New Product Feature Launch
New Product Features
New Trail Sports
& Trail Networks
The biggest product update of summer 2022 was the expansion of the key Strava sports types of running and riding sports into their off-road counterparts, Hiking, Trail Running, Mountain Biking, and Gravel Cycling.
We then took Strava segments that that showed up in spaces where people were recording off-road sports and were able to group them together into trail networks, These networks allowed other off-road enthusiasts to explore trails in areas they may not have been to before with the precise detail on distance, elevation, estimated completion time, most popular times of day and year all thanks to the data from previous recorded activities.
3-D Maps
A huge draw to exploring new off road routes on our maps tool was the introduction of the new 3D Map layer that allowed you to view vertical terrain space so you could get a better idea of what your adventure would be like.
in-Feed Video
Another big feature we introduced into the sharing capabilities was ability to post video content into your activity, not just photo.
What better way to show off your outdoor adventure than with an epic video.
Product Go- To-Market
Microsite Build
To introduce and educate users on all the summer’s new features, we built a webpage featuring animated product demos, and new trail sport photography as well as an exclusive offer on our Strava subscription.
Product Demos
I worked closely with product designer, Kevin Hertel, and animator, Hampton Dunlap, to simplify the new trail features into easily digestible animated demos to walk users thru the key features of the new trails product.
Emails, Product Education, Internal In-Feed Ads and Overlays
Social Media
Press Assets
50+ Articles published within 30 days of launch.
100% postive / neutral sentiment
Camp Strava
Strava’s SummeR Press Event
To reveal our summer product features to the public, Strava hosted it’s first Camp Strava: an exclusive sport industry insider press event focused on the joy of exploration.
Hosted in the hills above LA, Camp Strava not only showcased the trail features for the first time, but also put them to good use.
The Team
Product Director : MacBeth Watson
Brand Director : Byron Parr
Product Management : Lauren Parker & Matt Sproson
Creative Project Management: Leila Andrews
Art Direction & Design : Brinson McGowan
Product Design: Kevin Hertel
Copy Writing : Jeanne Mack
Animation : Hampton Dunlap
Marketing Lead : Michael Joseph
Year in Sport 2022
A look Back on 2022
Year in Sport 2022
A look Back on 2022
Your
Year in
Sport
THE PERSONALIZED Experience
On the Strava App, you can view your personal data and how you performed throughout the year. With featured data like your best PR’s, your favorite sport types and most popular activities, the Personalized Experience offers every single athlete on Strava a unique presentation of their personal best in a dynamic, engaging cinematic to share with their friends or save as a record of how their year went.
On the
Strava
App
The
Press
Book
Digitally Published online for the first time in 2022.
I worked closely with our development and community teams to design content to fit these community stories and data insights into our web template system, Contentful. We also were able to build a handful of unique new template modules specifically to showcase special data for the Press Book.
TOP DATA STORIES
Billions of activities of Strava data, visualized.
SOCIAL MEDIA
Key global insights and data points were shared on social with Strava’s 1 Million followers. Come follow us to see this year’s best Year in Sport data stories.
Localization
Global Trends
vs. Local Trends
The Press book was not only a document of global trends aggregating all Strava data for the year, but all data sets were also broken down and translated by country for 14 individual key markets including the US, UK, Germany, France, Spain, Italy, Netherlands, Russia, Central America, Brazil, Russia, Japan, China and Korea.
K O R E A
F R A N C E
Global trend for all countries globally.
J A P A N
B R A Z I L
R U S S I A
G E R M A N Y
The
Team
Press Book Team
Brand & Marketing Director : Zip Allen
Project Management : Katie Friedlander
Art Direction : Brinson McGowan
Copy Writing : Christopher DuBois
Data Analysis : Kate Shaughnessy
Press Marketing Lead : Michael Joseph
Design & Production
Agency Partner
Hello Monday
Spotify x Strava
Integrating your music with your movement
Spotify x Strava
Integrating your music with your movement
The
Campaign Strategy
Social Media Annoucement
Our partnered announcement on Instagram with Spotify was one of the most highly engaged posts of the year. Obviously people were pretty excited about the partnership.
International
Marketing Comms
As one of our biggest partnership launches to date, it was important we got the word out to athletes everywhere that Spotify was in the product and ready to use!
The campaign spanned both physical ad space in large cities with in our key markets, as well as in product messaging and email communications.
Product Walkthrough
To get people using the integration as quickly as possible, we made a simple walkthrough demo to help athletes navigate the setup and get their playlists pumping asap.
Spotify Workout
PLaylist Takeover
As the cherry on top, the Strava team got to take over the super popular 5 Million follower “Workout” playlist on Spotify and make our very own curated playlist for athletes to listen to when they connected Strava to Spotify.
The
Strava
Team
& Huge Kudos to the
SPotify Marketing team
Product Direction: Nima Beltijeh
Product Project Management : Matt Sproson
Creative Project Management: Jana Hlavova
Social Media Management: Maya Holley-Peretz & Sam Welch
Art Direction, Design and Animation : Brinson McGowan
Copy Writing : Eddie Carillo
Marketing Lead : Amber Santos