Baseline App

The Baseline app creates realistic fitness goals for health & wellness through teams and user health data.

The Challenge

The Baseline app was a concept dreamed up by myself and other tech entrepreneurs well before the COVID-19 pandemic in March 2020 however, it was uniquely positioned to find acceptance in a fitness world that was facing gym shutdowns and a burgeoning new work-from-home lifestyle. As a partner in this endeavor, I created the brand, guided the messaging, created a website and designed the app UX/UI.

Services

Brand Development

Brand Assets

Marketing Site [Laravel Statamic build]

Mobile App UX/UI Design

The Baseline Number

At the center of Baseline development, was an assumption that health and fitness for wearable devices had become too complex. Some people liked tracking steps, calories, and heart rate in high detail. But just as many found it overall too much data to enable a good read on how healthy they are.

That’s where the Baseline algorithm came in, combining all of these metrics into one, easy to consume number that represents your health today, compared to what it was last week.

The Brand

From the beginning, we knew the Baseline brand needed to be fun and inviting for new users but also be capable of striking a serious tone for experienced health and fitness users who were looking for encouragement in their health journey. This led us to a mix of visual methods including lifestyle photography and animation on social and in-app messaging.

Everything centered around one question: What’s your Baseline?

Teams & Challenges

A large part of the success of Baseline was centered around groups of users we called Teams. Within teams, users could create challenges for everyone to participate in. Centered around calorie burn, distance goals, or even custom workouts to complete, challenges drove everyone’s Baseline higher.

Baseline Version 2.0

In September 2020, we began crafting a new look for the Baseline brand and approaching new verticals that include gym and fitness club integrations. There is little we can share about this at the moment but I can give you a little sneak peak at how our health measurement UI is evolving alongside even more exciting shaping of the Baseline team functions.

App Store Preview

Selling an idea with limited space on the Apple App Store is not easy. We had to design an eye-catching display that stops the user’s scroll. We had to be aware of all the other fitness apps in the competitive landscape and how they presented themselves. Below features the first iterations of the app. New version app store previews are currently in development.