Strava is a social platform for fitness and activity tracking, offering a subscription with premium tools to help cyclists, runners, and swimmers train for races and enhance their performance. I joined as a design lead to work on premium features for performance tracking. I redesigned the paid experience and launched several mobile and web-based performance training tools for the subscription bundle.
I created a dedicated Summit tab as the new home for paid training features, where Strava users can easily view their activity summaries and track performance improvements over time.
I conducted several studies to define a new persona: the high-performing athlete. I regularly explored how athletes used Strava to meet their unique training needs.
I designed a new color system, categorized by sport theme, to enhance the visualization of tracked activities over weeks and months.
“Summit” was live as part of the paid bundle with a go to market strategy as the leading feature set. Shortly after we launched, Strava generated $275 million in revenue in 2023, a 25% increase on the previous year.