YOGA STUDIO
APPS FOR EARTH
CLIENT
Yoga Studio; Gaiam Inc.
PROJECT
In January of 2016, the app team at Gaiam was approached by Apple to participate in a new cause-related program. This was the first cause-related program Apple initiated after participating in their partnership with the (PRODUCT)RED program. In order for us to be included in the program we would need to develop a special edition of our app for Earth Day 2016. All proceeds from app sales would go to the World Wildlife Fund to help support our planet.
MY ROLE
As Senior UX Designer I lead the team working on the Apps for Earth campaign. I was responsible for the visual design and user experience of the app across all devices (iPhone, iPad and Apple TV). I also managed all aspects of the campaign including design, development, product roadmap, QA, execution and marketing.
After being selected as one of the participating apps, we were faced many challenges. The first, was the merging of our app branding with the program. This meant we had to integrate program colors, type, styling and nature photography. We did not want to overcomplicate our visual design since the Yoga Studio brand is well-known for leveraging Apple’s HIG to convey a simple minimalist design style with a top notch user experience.
After being selected as one of the participating apps, we were faced with many challenges. The first of which was the merging of our brand with the program branding. This meant finding a way to integrate, colors, type, styling and nature photography. The Yoga Studio brand is well-known for leveraging Apple’s HIG to convey a minimalist, simplistic design style with top level user experience.
YOGA STUDIO COLORS
PROGRAM COLORS
YOGA STUDIO TYPEFACE
NATURE PHOTOGRAPHY
NATURE PHOTOGRAPHY
LOGOS
Our second challenge was creating new content within the allotted timeline. We took this opportunity to provide our users with some new content they had been requesting. Classes specifically geared toward first thing in the morning and at night before bed; AM and PM. Our team was able to leverage existing assets and create a new collection of these classes entitled Earth Salutations. In addition to the classes we also added earth-inspired music tracks to our background sounds users can play during thier practice.
The second challenge was content creation, specifically within our allotted timeline. We worked as a team to leverage our existing assets and create new content starting with a series of Earth Salutations. We took this opportunity to provide our users with some new content they had been requesting. Classes specifically geared toward first thing in the morning and at night before bedtime; AM and PM.
Since our app was available in the App Store for a one-time purchase and is a universal app for iOS (iPhone/iPad) and Apple TV; our existing users would get the new Earth Salutations classes for free. After consulting with Apple we wanted to offer both new users and existing users an opportunity to participate in the program.
Enter challenge number three. For exisiting users, we planned to add a new collection of Earth Meditations users could purchase through In-App-Purchase (IAP). This meant adding IAP in a matter of 5 weeks.
Our app was available through the App Store for a one-time purchase and was universal for iOS (iPhone/iPad) and Apple TV, so our existing users would get the Earth Salutations for free. After consulting with Apple we wanted to offer both new users and existing users an opportunity to participate.
In addition to the classes we added new earth-inspired music tracks and a new collection of Earth Meditations users could purchase through In-App-Purchase (IAP). Enter challenge number three; this meant adding IAP in a matter of 5 weeks.
We managed to successfully merge our brand with the program requirements without losing our unique Yoga Studio design atheistic. We seamlessly introduced photography into our app with the Earth Collections and IAP meditation content adding phtotography across all device sizes. We leveraged the larger format of Apple TV to continue the campaign from our users pockets into their living rooms; highlighting the campaign message through beautiful nature photography.
We managed to successfully merge our brand with the campaign requirements without losing our unique Yoga Studio design atheistic. We seamlessly introduced photography into our app with the IAP meditation content adding phtotography across device sizes. We leveraged the larger format of Apple TV to continue the campaign from our users pockets into the living room; highlighting the campaign message through beatiful nature photography.
The introduction of audio Earth Meditations gave us an opportunity to create a calming visual as the player with a time-lapse of a starry night sky.
The introduction of audio Earth Meditations gave us an opportunity to create a calming visual as the player with a time-lapse of a starry night sky.
The introduction of audio Earth Meditations gave us an opportunity to create a calming visual as the player with a time-lapse of a starry night sky.
The introduction of Earth Meditations gave us an opportunity to create a calming visual in the player with a time-lapse of a starry night sky.
Our small app team of two in-house members and an outside development partner did an amazing job making the Apps for Earth version. We were able to accomplish all of the requirements in time to submit 3 weeks prior to the launch date for approval.
Now it was time to make it all happen! As a part of the campaign we had placement across all of Gaiam’s marketing network; the Yoga Studio website, Yoga Studio social, Gaiam website, Gaiam email, Gaiam social, and banner advertising.
Our small app team of two in-house and a development partner did an amazing job making the Apps for Earth version and accomplished everything in time for launch.
Now it was time to make it all happen! As a part of the campaign we had placement across all of Gaiam’s marketing network; the Yoga Studio website, Yoga Studio social, Gaiam website, Gaiam email, Gaiam social, and banner advertising.
As Senior UX Designer I lead the team working on the Apps for Earth campaign. I was responsible for the visual design and user experience of the app across all devices (iPhone, iPad and Apple TV). I also managed all aspects of the campaign including design, development, product roadmap, QA, execution and marketing.
As Gaiam’s Senior UX Designer I lead the team working on the Apps for Earth campaign. I was responsible for the visual design and user experience of the app across devices (iPhone, iPad and Apple TV). I also managed all aspects of the campaign including design, development, QA and marketing.
As a result of Yoga Studio’s participation in the Apps for Earth program we helped donate $110,000 to World Wildlife Fund from the sale of our app and the IAP purchase of our new Earth Meditations. We were one of only two apps selected from the Health & Fitness category; of the 26 apps who participated we were in the top half of program contributions.
Gaiam gained brand recognition with a new tech-savvy envirnonmentally concious audience and new Yoga Studio users on our core platform; the Apple ecosystem.
As a result of Yoga Studio’s participation we helped donate $110,000 to World Wildlife Fund form the sale of our app and the IAP purchase of the Earth Meditations content. We were one of only two apps selected from the Health & Fitness category and was in the top half for campaign contribution of the 26 apps who participated.
Gaiam gained brand recognition with a new tech-savvy envirnonmentally concious audience and new Yoga Studio users on our core platform; the Apple ecosystem.