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In collaboration with FitCity, USA.

How might we develop an innovative strategic process in order to shape FitCity’s branding and enrich the service experience with a limited budget?

Skills : 




Ethnographic Research

Design Thinking

Strategic Design

Workshop Design

Team Collaboration

Process Facilitation

Location : 


Duration : 

Team : 

Savannah, GA, USA

Sep 2015 - Nov 2015 (Research + Co-creative Workshop)


Self + 5 International Designers

Picture and Video Credits (Jingya Zhang)

Co-Creative Workshop Video Compilation (Self)

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How might we develop an innovative strategic process in order to shape FitCity’s branding and enrich the service experience with a limited budget?
My Learning Experience
Research Lead and Process Facilitator.
Meetings Manager with the client and the team.
Designed my first Co-Creative Workshop.
Brand Design and Development for Engagement.
We were a team of six design managers working collaboratively for 10 weeks. My role was to understand the existing barriers for the development of FitCity app.
My contribution was to facilitate and develop the Business Model Canvas for working within a limited budget. During the workshop, I was the main participant in the Crazy 8’s Concept development.
Finally, nurtured the changes that were given after the user testing of the co-creative workshop with Tyler Henderson (founder of FitCity).
The project is graphically presented using 6-steps D.E.S.I.G.N Model process.
The introduction of the project started with an initial meeting at the Creative Coast. Our first meeting was an ice-breaker activity followed by Zag 17 steps process and the 5W questions, generating the opportunity statement.
How we met.!
D.E.S.I.G.N Model
How We Met
Our team attended a community meeting for new businesses to pitch their startup ideas in order to attain funding and support to move forward.
Many great opportunities were presented however a fitness App caught our attention with its vibrancy and energy. We approached Taylor Henderson for his FitCity App to see if he would like to connect with our team. 
ZAG 17 Step Process

Through the ZAG 17 steps activity, we were able to engage the client in analyzing and understanding his business core value as well as FitCity branding. This allowed him to explore his brand identity and find out pain points for business improvement.


Questions such as “Who is your enemy?” "How do you spread the word?” and “How do you earn their loyalty?”


provided him with a holistic perspective, and of how FitCity can evolve in

future strategic planning.


From the various findings ascertained through secondary research we were able to identify, sort, and classify information by developing maps to assist with visualizing the process and content.

DESIGN Model-01.png
Secondary Research Area
After the initial meeting with Taylor, we recognized the need to delve into secondary research in order to better understand the nature of the business as well as to find answers to Taylor’s concerns.
We conducted an Online Survey that was shared through social media asking people to describe their fitness experience, what apps do they use while exercising, personal training experience, and indoor/outdoor activity preferences. 
We received over a 100 responses from a diverse group of individuals ranging in both age and occupation.
User Persona
The personas were based on empathy maps and attribute descriptions from research, interviews and the FitCity’s marketing proposal.
We developed four persona types: Business Traveler,
Weight Loss,
Fitness Enthusiast, and
Personal Trainer.
By doing this, we were able to represent the main users for the App(lication) by giving our client more solid and constructive information.
After collecting secondary and primary findings and re-framing FitCity’s “How might we...” our next step was to converge and synthesize all of this data in order to find our clients' key insights.
DESIGN Model-01.png
Core Insights
We found 4 core insights during our affinity session. These insights were used to develop our workshop activities.
The main objective was to expand our client’s mind frame in terms of valuable strategic directions.
Business Model Canvas
A Business Canvas Model was created to visualize and sort the potential client, partner, and revenue data into one arena. The potential user opportunities were placed within the model to showcase how FitCity could expand its business to new markets in order to create possible new revenue streams.
Our workshop was based on fitness activities to facilitate creative thinking. It was decided that our goals and wishes section would be developed by creative problem-solving techniques. The team set to work ideating fun ways to get our creative juices flowing.
DESIGN Model-01.png
Fitness Preparation
Spending several hours over multiple days preparing for the workshop through team meetingsrehearsals, and role-playing.
Walking through the process and preparing repeatedly creates a platform for success for everyone involved in the project.
Workshop Setup
Fitness workshop was divided into 8 agendas based on the 4 core insights generated from the secondary and primary research:
1. Expectations,
2. Research and Findings,
3. Re-frame HMW (Mind Mapping),
4. Goals and Wishes,
5. Idea selection,
6. Overcoming Concerns (discussing
    advantages and disadvantages of the
    chosen idea),
7. Possible Solutions, and
8. Next Steps.
Go phase was to test all the workshop activities with the client Tyler Henderson, as we co-created potential solutions for implementation.
We designed 4 different stations Crazy 8'sCircle of Opportunity, Analogies, and Excursion + Fantasy.
DESIGN Model-01.png

Building community & culture for fitness.

Actions: Hula-Hoop with water bottle spinner
Directions: Each player spins the bottle twice to select two attributes, then they ideate with those attributes to create a solution for building fitness community and culture.
Materials: Hula-Hoop, Water Bottle, Attributes Cards, Yoga Mats

The outcome of
the Workshop
Team FitCity found its ‘Golden Moment’ after turning disadvantages into opportunities out of ideas selected from the Goals & Wishes section.

After reviewing the disadvantages of Prototyping & Timing the team moved into ‘Users not comfortable With Technology’ which in turn led us to the idea of ‘FitCity Concierge’.


This feature allows people less comfortable with technology to still gain access to FitCity’s services.

Team FitCity took our work back to the office where we analyzed every idea, solution, advantage, and disadvantage in order to separate the multiple varied thoughts into different categories. 
DESIGN Model-01.png
Final Categories
We established the following 9 headlines: 

1. Activities
2. Outdoors 
3. Social Events, Social Media
4. Schedule 
5. Technology, Travel, Fitness
6. Motivation
7. Equipment, Profile, FitCity
    Culture, Reputation,
8. Efficiency, and
9. Package Deals Partnerships.
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