Fitbit Device Launch

Led UX design for the mobile app experience supporting the simultaneous launch of five new Fitbit devices across iOS, Android, and Desktop.

The work spanned onboarding flows, in-app device education, and printed quick-start guides in packaging — a rare opportunity to design a seamless first experience across both digital and physical touchpoints.

The defining challenge was the user spectrum: from technically confident early adopters to first-time wearable users with no prior understanding of why they needed an app. Out-of-box research sessions mapped real friction across the unboxing and setup journey, directly informing a redesigned onboarding experience that builds confidence, communicates device value early, and reduces drop-off during the critical first-use window.