A pioneering product born somewhere between Sportsville and Geekingham.

The Nike Fuelband was a project long in the pipelines of both R/GA NY and Nike, finally making its debut in the winter of 2012 before eventually becoming the foundation of the Apple Watch’s fitness tracking software.

I was the lone writer embedded in the UX/design team during the Fuelband’s initial development phase that lasted the better part of a year.

Beyond discovering the gazillion ways you could interact with the Fuelband, our team established the foundational rules by which the Fuelband operated (converting movement into points), constructed the motivations by which it kept users engaged, and laid an extensive groundwork for countless games and friend-vs-friend competitions to come in the future. For creating an entirely new and innovative product category, the Fuelband subsequently went on to win almost every award there is.