WILSON LIVE APP DESIGN
While working at Wilson, I led the design of our brand app Wilson Live from 2020 to 2024. I was heavily involved in developing the app’s creative vision and storytelling efforts across various digital channels (in-app, retail/onsite experiences, ecommerce, photography, and video). The team that built this was extremely small so I was able to learn the nuances of this type of design in a really unique, hands-on way. As the lead designer for this platform, I was responsible for developing and managing a responsive library of templates + components. I created and tested app features, optimized consumer journeys, and executed new user acquisition strategies. With that being said, it’s very hard to put on one page all the work I’m proud of on this platform because there were hundreds of exclusive products released, stories elevated, and premium experiences featured.
The time I spent leading this channel taught me a lot about who I am as a designer, I hadn’t done this type of work before but was instantly drawn to the strategy and storytelling needed to build content across multiple screens. Below is an overview of the branding, navigation, and examples of the three core user journeys.
Because this is a brand app, our marketing stakeholders (and frankly I) were looking for system of wordmarks that were easily identifiable as an extension of Wilson. In addition to the thumbnail version used for the app icon, we created horizontal and vertical lockups to optimize for various in-app and out-of-app assets.
Below is the final app icon as well as the five overview screens found in the App Store.
Here is a look at the main navigation elements of the app. The interface is intentionally very user friendly. It features content tags at the top to filter the type of content in the feed, a locker to house favorited posts, and a large center button that launches the Wilson.com mobile site.
The first of the three core user journeys in Wilson Live is for exclusive drops. This set of widgets features an specialty feed card, full screen (and pinned) countdowns, and multiple lateral detail screens that support static as well as motion assets. This is a very adaptable set of screens that could be designed to give each product release its own branded look.
The second user journey is called a story and functions similarly to the those on social media. Data showed that users would generally stay engaged throughout an entire story (vs dropping off after the first few slides) so we were able to expand on product stories and events in a way we really couldn’t on other channels.
I frequently worked with the development team to create & test new features for the app. Below is a screenshot of a very simple prototype showing how the “shoppable tiles” function works in a story. This was something we introduced in 2024 that allowed a person to click on a predefined hotspot and navigate to specific product pages. Prior to this sprint, the only option was to click / swipe up at the bottom (similar to an Instagram story). This crucial addition helped users shop in a new way and brought in new opportunities from different areas of the Wilson business. The video of the frames below in action can be seen in the video at the top of this page
The third and final core user journey is called a challenge. These are “enter to win” assets that allow a user to have a chance at exclusive experiences and products.
If you’re interested in learning more about the app or for more examples please reach out. I could write a lot about this platform, it has been some of the most fulfilling work of my career and I’m really thankful for everyone involved along the way.