Road to 1 million

Fitbit's vision was to be the world's largest health and behaviour-change platform with 1 million active paying subscribers in 2020.

Hand holding a phone with Fitbit Premium on it


Research conducted during the beta run in 2019 pointed to the need of a streamlined and succinct way to deliver Premium's value proposition.


Redesign the upsell screen so that it increases the trial activation rate, taking into account simplicity and user comprehension.


Working in a team distributed over 3 countries, the internationalisation using an inflexible content management system, and the launch of new Fitbit devices with new functionalities.


Product Designer


iOS, Android


6–7 months, 2020


Figma, Protopie


In terms of trial activation numbers, the third design, the Checklist Version, had a major contribution – allowing us to surpass first 3 quarterly goals, sometimes even by 2x the amount.

In 2021, Fitbit Premium surpassed the 1 milion goal.
+1 mil
new activations
conversion rate


Due to the setup, constraints, and the resources available at the time we approached this challenge in 4 steps: we hypothesised – based on user research, designed – using design system components for the UI, then experiment and iterated on the result.

Stars of the show

I ended up designing and testing 3 versions – with different underlying principles, showing each to more than 500k people.
16.12% improvement
17.6% improvement
20.11% improvement

Full case-study

This short case-study is meant to give you an idea of how I work. The full version can be presented over a video-call.

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