While working with Reebok, we had the opportunity to create a collaborative experience between Reebok and Michelle Obama. The goal of this work is to build on Michelle’s message of health & wellness, and create a space for her to talk about that and promote products that she would like to recommend for her community of followers. All of the imagery is FPO.

We began by creating a map that could provide an overview of how this collab site could fit into the larger Reebok online ecosystem.

We then created a user journey that mapped against the Stages of Discovery: Awareness, Interest, Learning and Education, Engagement, Conversion, Post Visit Engagement. This document helps us isolate moments that are of high emotional value to the user, when we should be targeting them more frequently and intensely.

We provided a site map for the IT team to begin integration planning.

Our prototype consisted of a content strategy targeting a young, health-conscious consumer interested in community, wellness, education and shopping. Our designs include an interesting range of stories, a trendy and friendly stylistic approach and were directed toward a diverse female audience.

Renee Chang