Adidas: All Day

Art Direction, UI, UX, Strategy
2016–2017 • iOS & Android

In 2016, Uncorked Studios partnered with the adidas Future team to create and build an innovative fitness tracker that did more than count steps, calories, or minutes.

We set out to design a product that could empower behavior change and help people lead healthier lives. All Day used science-based models to encourage people to build new habits.

How is All Day different?

In the beginning of this project, we wondered what type of person would legitimately ask the, “How many steps did I take today?” question consistently over any extended period of time. After a few interviews, we quickly realized this person didn’t exist.

We found that most people are much more concerned with measuring their own progress. Another mile on the morning run. Another hour sleeping through the night. Another healthy meal at the office. Another moment for themself.

We created All Day to document this progress. No graphs. No goals. No judgement.

In fact, All Day worked best when our users didn’t check-in everyday. It was designed to inspire when you care, and exist the background when you don’t. It’s part inspiration library and part progress journal.

My Role:

Working closely with a team of strategists, UX designers, visual designers, I was responsible for crafting and maintaining the art direction of the entire app.  I lead a team of 4 junior designers in the creation of a visual design system that leveraged adidas brand standards, and could extend across both iOS and android platforms.

Haze Visualization:

I lead the design of Haze, an algorithmic pattern generation engine that dared to break out of the binary judgement zone of other activity trackers.

Haze systematically transitions through the adidas brand colors in a way that creates unique, and visually interesting combinations. After the initial 30 mins, the visualization will always be a combination of 2 or 3 colors. These unique combinations don’t repeat until 540 minutes, when the spectrum starts over again.

Haze shifts the focus from steps, rings, and calories, to progress, momentum and insight.


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© 2018 • Matthew M. Noe