Flexline is a California-based sports/tech startup
The company’s unique selling proposition is its ground-breaking device Drive Interactive, which is intended to replace an entire gym. The device is the size of a bookshelf and has a revolutionary pneumatic system that provides users with the necessary workout load.
Video content created by Drive Interactive team keeps users focused and motivated on their goals, achievements, and results. The machine helps users schedule their workouts and then gathers statistics on their performance and results. By using the device, users save a lot of the time that would be spent visiting brick-and-mortar gyms. However, they still stay motivated to work out and remain focused on their desired results.
Flexline started with professional trainers who were already working in dozens of gyms all over the United States. After its initial success they launched a new company to create a business-to-consumer (B2C) product that anyone can purchase and then use at home. The company’s management collaborated with an industrial design firm in Australia to create the design of the hardware, and also worked with Chinese manufacturers to produce the first batch of devices.
The B2C product is launching early next year.
Our most rewarding challenge was to work within a new environment—Android TV. Here are a few interesting facts about our collaboration with Flexline:
Android TV resolution is totally different from regular web/mobile/tablet devices. The scale of user interface (UI) elements must be tested, and regular standard sizes don’t apply.
As with any other touch device, Android TV doesn’t have a cursor—so you can’t rely on hover states to give additional information to the customer. That makes things a bit more complicated, especially with a brand-new product. All UI elements must be clear, simple, and self-explanatory.
Technology wise, the Android TV UI works with the same database as the company’s website and company’s customer relationship management (CRM) system. Therefore, we had to work closely with the development and marketing teams to ensure a seamless user experience among all digital channels.
In a dynamic start-up environment, directions and plans may change dramatically within a few hours. Thus, we used an agile approach and worked in sprints.
To ensure a guaranteed workload for the development team, the design process was one to two months ahead of development.
Gradually, we loaded more and more design-related tasks such as web design and marketing collateral.
During each sprint, we work on high-priority tasks that are later tested by a team of professional trainers and a group of users. We used the Sketch/InvisionApp bundle, which allowed us to test prototypes before spending time and financial resources on coding.
After one to two rounds of iterations, the designs were passed to the development team to actually implement the features. After a feature was coded, we worked with test groups from other cities to ensure we had chosen the right direction and that the feature worked properly. Over a fairly short period of time, we managed to design and deploy a unique and perfectly working digital solution that was both easy and fun to operate.
With our friends and partners from Nevo Solutions, we designed the product website and a series of landing pages.
Our plan for the next year is to continue working with Drive Interactive on a regular basis to continuously improve and optimize each user’s experience.
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