1.
Overview
1.
Overview
1.
Overview
Project: GoGum!
AR app UX/UI design
Project: GoGum!
AR app UX/UI design
Project: GoGum!
AR app UX/UI design
Gamified fitness app with AR
Gamified fitness app with AR
Gamified fitness app with AR
I joined a talented team as a UX designer, but quickly found myself leading the creative vision for the product.
I joined a talented team as a UX designer, but quickly found myself leading the creative vision for the product.
I joined a talented team as a UX designer, but quickly found myself leading the creative vision for the product.
Team
Team
Team
Part of a start-up team, 8 members.
One of two designers.
Part of a start-up team, 8 members.
One of two designers.
Part of a start-up team, 8 members.
One of two designers.
My role
My role
My role
Product design lead
Product design lead
Product design lead
Project duration
Project duration
Project duration
Q3 of 2025, about 4 months.
Q3 of 2025, about 4 months.
Q3 of 2025, about 4 months.
Meet the gang.
Meet the gang.
Meet the gang.
The original team is a collection of students Ort Bialik and they decide to join the country-wide’s excellence program hackathon, essentially a start-up competition, and after a few weeks, more members are recruited; such as me and my fellow designer Emily.
The original team is a collection of students Ort Bialik and they decide to join the country-wide’s excellence program hackathon, essentially a start-up competition, and after a few weeks, more members are recruited; such as me and my fellow designer Emily.
The original team is a collection of students Ort Bialik and they decide to join the country-wide’s excellence program hackathon, essentially a start-up competition, and after a few weeks, more members are recruited; such as me and my fellow designer Emily.
The original team consists of students from different fields like; computer science, electricity and business.
The titles presented below are the proposed roles for the start-up.
The original team consists of students from different fields like; computer science, electricity and business.
The titles presented below are the proposed roles for the start-up.
The original team consists of students from different fields like; computer science, electricity and business.
The titles presented below are the proposed roles for the start-up.
From the event.
From the event.
From the event.
The team’s original challenge.
The team’s original challenge.
The team’s original challenge.
Come up with a financially sound, well-thought out start-up with the goal of making daily life more fun.
Come up with a financially sound, well-thought out start-up with the goal of making daily life more fun.
Come up with a financially sound, well-thought out start-up with the goal of making daily life more fun.
Where the design team comes in.
Where the design team comes in.
Where the design team comes in.
How might we encourage people to run more using AR, gamification, and a mascot-driven brand without sacrificing clarity and user safety?
How might we encourage people to run more using AR, gamification, and a mascot-driven brand without sacrificing clarity and user safety?
How might we encourage people to run more using AR, gamification, and a mascot-driven brand without sacrificing clarity and user safety?
Many fitness apps are clinical, repetitive, or lonely.
Many fitness apps are clinical, repetitive, or lonely.
Many fitness apps are clinical, repetitive, or lonely.
Users struggle to maintain consistency.
Users struggle to maintain consistency.
Users struggle to maintain consistency.
We wanted to test if playful gamification + AR overlays + a mascot could increase motivation.
We wanted to test if playful gamification + AR overlays + a mascot could increase motivation.
We wanted to test if playful gamification + AR overlays + a mascot could increase motivation.
We recognized that most users struggle to maintain consistent activity, with around 50% quitting within 6 months. GoGum’s playful mascot and AR gamification are designed to transform consistency from a chore into a daily delight.
We recognized that most users struggle to maintain consistent activity, with around 50% quitting within 6 months. GoGum’s playful mascot and AR gamification are designed to transform consistency from a chore into a daily delight.
We recognized that most users struggle to maintain consistent activity, with around 50% quitting within 6 months. GoGum’s playful mascot and AR gamification are designed to transform consistency from a chore into a daily delight.
The research.
The research.
The research.
Due to the project’s complexity, there were a few research stages; an initial one when the start-up started, later on when we started preparing wireframes and once again with the directional pivot.
Due to the project’s complexity, there were a few research stages; an initial one when the start-up started, later on when we started preparing wireframes and once again with the directional pivot.
Due to the project’s complexity, there were a few research stages; an initial one when the start-up started, later on when we started preparing wireframes and once again with the directional pivot.
Stage 1
Stage 1
Stage 1
1 in 4 adults globally does not meet recommended levels of physical activity.
1 in 4 adults globally does not meet recommended levels of physical activity.
1 in 4 adults globally does not meet recommended levels of physical activity.
People are not active enough.
People are not active enough.
People are not active enough.
42% of people cite lack of motivation as the main barrier to maintaining an active lifestyle.
42% of people cite lack of motivation as the main barrier to maintaining an active lifestyle.
42% of people cite lack of motivation as the main barrier to maintaining an active lifestyle.
People need motivation.
People need motivation.
People need motivation.
Physical inactivity is the fourth leading risk factor for global mortality, contributing to 6% of deaths worldwide.
Physical inactivity is the fourth leading risk factor for global mortality, contributing to 6% of deaths worldwide.
Physical inactivity is the fourth leading risk factor for global mortality, contributing to 6% of deaths worldwide.
Inactivity shortens lifespan.
Inactivity shortens lifespan.
Inactivity shortens lifespan.
Stage 2
Stage 2
Stage 2
Users who track their physical activity are 30% more likely to meet their fitness goals.
Users who track their physical activity are 30% more likely to meet their fitness goals.
Users who track their physical activity are 30% more likely to meet their fitness goals.
Tracking helps users succeed.
Tracking helps users succeed.
Tracking helps users succeed.
People using fitness apps take 26% more steps per day on average.
People using fitness apps take 26% more steps per day on average.
People using fitness apps take 26% more steps per day on average.
Fitness apps increase activity.
Fitness apps increase activity.
Fitness apps increase activity.
Fitness app users report a 43% increase in motivation to exercise regularly.
Fitness app users report a 43% increase in motivation to exercise regularly.
Fitness app users report a 43% increase in motivation to exercise regularly.
Fitness apps boost motivation.
Fitness apps boost motivation.
Fitness apps boost motivation.
Stage 3
Stage 3
Stage 3
Gamified fitness apps increase user engagement by 48% compared to non-gamified fitness apps.
Gamified fitness apps increase user engagement by 48% compared to non-gamified fitness apps.
Gamified fitness apps increase user engagement by 48% compared to non-gamified fitness apps.
Gamification boosts engagement.
Gamification boosts engagement.
Gamification boosts engagement.
83% of people say they would exercise more if it felt more like a game.
83% of people say they would exercise more if it felt more like a game.
83% of people say they would exercise more if it felt more like a game.
People want exercise to feel fun.
People want exercise to feel fun.
People want exercise to feel fun.
AR experiences can increase user motivation by up to 33% by providing immersive and interactive elements.
AR experiences can increase user motivation by up to 33% by providing immersive and interactive elements.
AR experiences can increase user motivation by up to 33% by providing immersive and interactive elements.
AR boosts exercise motivation.
AR boosts exercise motivation.
AR boosts exercise motivation.
About our users
About our users
About our users
Throughout the project, our personas remained very similar, since the challenge didn't change, only our approach.
Throughout the project, our personas remained very similar, since the challenge didn't change, only our approach.
Throughout the project, our personas remained very similar, since the challenge didn't change, only our approach.
Our personas have a few things in common; need for motivation in one way or another, a certain comptibility with tech and the general intention for a healthier lifestyle.
Our personas have a few things in common; need for motivation in one way or another, a certain comptibility with tech and the general intention for a healthier lifestyle.
Our personas have a few things in common; need for motivation in one way or another, a certain comptibility with tech and the general intention for a healthier lifestyle.
![](data:image/svg+xml,<svg display="block" role="presentation" viewBox="0 0 48 48" xmlns="http://www.w3.org/2000/svg"><path d="M 41.25 18.75 L 26.25 18.75 L 26.25 3.75 C 26.25 2.755 25.855 1.802 25.152 1.098 C 24.448 0.395 23.495 0 22.5 0 C 21.505 0 20.552 0.395 19.848 1.098 C 19.145 1.802 18.75 2.755 18.75 3.75 L 18.75 18.75 L 3.75 18.75 C 2.755 18.75 1.802 19.145 1.098 19.848 C 0.395 20.552 0 21.505 0 22.5 C 0 23.495 0.395 24.448 1.098 25.152 C 1.802 25.855 2.755 26.25 3.75 26.25 L 18.75 26.25 L 18.75 41.25 C 18.75 42.245 19.145 43.199 19.848 43.902 C 20.552 44.605 21.505 45 22.5 45 C 23.495 45 24.448 44.605 25.152 43.902 C 25.855 43.199 26.25 42.245 26.25 41.25 L 26.25 26.25 L 41.25 26.25 C 42.245 26.25 43.198 25.855 43.902 25.152 C 44.605 24.448 45 23.495 45 22.5 C 45 21.505 44.605 20.552 43.902 19.848 C 43.198 19.145 42.245 18.75 41.25 18.75 Z" fill="rgb(198, 198, 198)" height="45px" id="WkgSWhcXT" transform="translate(1.5 1.5)" width="45px"/></svg>)
Show empathy map
Show empathy map
Show empathy map
Show personas
Show personas
Show personas
Our directional pivot? and what it matters.
Our directional pivot? and what it matters.
Our directional pivot? and what it matters.
The product’s identity was very strictly tied to fitness apps with AR aspirations.
Relatively early in the development, after the team grew to the size it is today, the product embraced its gamey nature and we decided to lean into that more and more.
The product’s identity was very strictly tied to fitness apps with AR aspirations.
Relatively early in the development, after the team grew to the size it is today, the product embraced its gamey nature and we decided to lean into that more and more.
The product’s identity was very strictly tied to fitness apps with AR aspirations.
Relatively early in the development, after the team grew to the size it is today, the product embraced its gamey nature and we decided to lean into that more and more.
Why?
Why?
Why?
User research proved that the pure fitness-focused experiences were uninspiring long-term.
User research proved that the pure fitness-focused experiences were uninspiring long-term.
User research proved that the pure fitness-focused experiences were uninspiring long-term.
The fun, bouncy and motivated mascot proved to be more enjoyable for users and also more marketable.
The fun, bouncy and motivated mascot proved to be more enjoyable for users and also more marketable.
The fun, bouncy and motivated mascot proved to be more enjoyable for users and also more marketable.
While the users and the goals stayed the same, our approach was what changed.
While the users and the goals stayed the same, our approach was what changed.
While the users and the goals stayed the same, our approach was what changed.
Before
After
Gamified challenges, AR collectibles, and the sense of playful competition help GoGum users maintain active lifestyles significantly longer than traditional fitness apps.
Gamified challenges, AR collectibles, and the sense of playful competition help GoGum users maintain active lifestyles significantly longer than traditional fitness apps.
Gamified challenges, AR collectibles, and the sense of playful competition help GoGum users maintain active lifestyles significantly longer than traditional fitness apps.
Economic & monetisation plans.
Economic & monetisation plans.
Economic & monetisation plans.
Our team worked very hard on planning out the next 4 years for the project, to prove its financial feasibility.
I took it upon myself to sum it up a little for you.
Our team worked very hard on planning out the next 4 years for the project, to prove its financial feasibility.
I took it upon myself to sum it up a little for you.
Our team worked very hard on planning out the next 4 years for the project, to prove its financial feasibility.
I took it upon myself to sum it up a little for you.
Short term
Short term
Short term
AR glasses are given for free in the first year of the product.
AR glasses are given for free in the first year of the product.
AR glasses are given for free in the first year of the product.
To easily draw in users.
To easily draw in users.
To easily draw in users.
The app will be free on all stores, and would be enjoyed even without the AR glasses.
The app will be free on all stores, and would be enjoyed even without the AR glasses.
The app will be free on all stores, and would be enjoyed even without the AR glasses.
Avoiding discriminatory habits.
Avoiding discriminatory habits.
Avoiding discriminatory habits.
Day-to-day
Day-to-day
Day-to-day
While there are free ways to earn our in-game currency, more can be purchased.
While there are free ways to earn our in-game currency, more can be purchased.
While there are free ways to earn our in-game currency, more can be purchased.
In-game currency purchases.
In-game currency purchases.
In-game currency purchases.
Cosmetic items like skins as microtransactions.
Cosmetic items like skins as microtransactions.
Cosmetic items like skins as microtransactions.
Cosmetic microtransactions.
Cosmetic microtransactions.
Cosmetic microtransactions.
Long term
Long term
Long term
A monthly subscription that will include some benefits along with AR glasses (after the 1st year)
A monthly subscription that will include some benefits along with AR glasses (after the 1st year)
A monthly subscription that will include some benefits along with AR glasses (after the 1st year)
Consistent income from subscriptions.
Consistent income from subscriptions.
Consistent income from subscriptions.
Marketable branding thought out bubbly buddy Bubblo.
Marketable branding thought out bubbly buddy Bubblo.
Marketable branding thought out bubbly buddy Bubblo.
Sporty merchandise.
Sporty merchandise.
Sporty merchandise.
This add was planned and brought to life by my teammate Or, the goal was to illustrate how GoGum!'s launch would play out.
Our principles.
Our principles.
Our principles.
Due to the project’s complexity, there were a few research stages; an initial one when the start-up started, later on when we started preparing wireframes and once again with the directional pivot.
Due to the project’s complexity, there were a few research stages; an initial one when the start-up started, later on when we started preparing wireframes and once again with the directional pivot.
Due to the project’s complexity, there were a few research stages; an initial one when the start-up started, later on when we started preparing wireframes and once again with the directional pivot.
User wellbeing first.
User wellbeing first.
User wellbeing first.
Built to make daily life healthier.
Built to make daily life healthier.
Built to make daily life healthier.
Immersive gamification.
Immersive gamification.
Immersive gamification.
Fun, motivating, never overwhelming.
Fun, motivating, never overwhelming.
Fun, motivating, never overwhelming.
AR clarity and safety.
AR clarity and safety.
AR clarity and safety.
Clear, glanceable, never distracting.
Clear, glanceable, never distracting.
Clear, glanceable, never distracting.
The brand
The brand
The brand
While exploring the tone of the brand, Bubblo was born, he's motivated, fun, perky but also serious and competitive.
He's exactly who we want to be pushing our users to their goals.
As for the project, we understood colours would become our closest ally.
Though we weren't yet sure on the colours, we knew we wanted to condition our users into associating the primary colours with either the more "fitnessy" side or the "gamey" side.
While exploring the tone of the brand, Bubblo was born, he's motivated, fun, perky but also serious and competitive.
He's exactly who we want to be pushing our users to their goals.
As for the project, we understood colours would become our closest ally.
Though we weren't yet sure on the colours, we knew we wanted to condition our users into associating the primary colours with either the more "fitnessy" side or the "gamey" side.
#B9A6F6
#B9A6F6
#B9A6F6
Accent
Accent
Accent
#8D71E7
#8D71E7
#8D71E7
PARENT Hue - primary “game”
primary “game”
PARENT Hue - primary “game”
#240E77
#240E77
#240E77
to darken
to darken
to darken
#406B0D
#406B0D
#406B0D
Accent
Accent
Accent
#B0D23F
#B0D23F
#B0D23F
parent hue - primary “fitness”
primary “fitness”
parent hue - primary “fitness”
#406B0D
#406B0D
#406B0D
to darken
to darken
to darken
#FFFFFF
#FFFFFF
accent
accent
#F1F1F1
#F1F1F1
primary light
primary light
#C6C6C6
#C6C6C6
neutral
neutral
#292929
#292929
primary dark
primary dark
#191919
#191919
rare need
rare need
Luckiest Guy
Luckiest Guy
logo font
logo font
Poppins
Poppins
general use
general use
Wireframes
Wireframes
Wireframes
Like stated before, the product made a shift in its approach, I'd like to take you with me through the development of the screens.
Like stated before, the product made a shift in its approach, I'd like to take you with me through the development of the screens.
Like stated before, the product made a shift in its approach, I'd like to take you with me through the development of the screens.
Very early exploration, to illustrate the product’s main use case.
We knew we wanted a strong sense of autonomy in these "hybrid modes"
These sketches show “hybrid modes,” where users shift focus to AR glasses during an activity while the phone stays in the background, ready with additional info if needed.
Very early exploration, to illustrate the product’s main use case.
We knew we wanted a strong sense of autonomy in these "hybrid modes"
These sketches show “hybrid modes,” where users shift focus to AR glasses during an activity while the phone stays in the background, ready with additional info if needed.
Very early exploration, to illustrate the product’s main use case.
We knew we wanted a strong sense of autonomy in these "hybrid modes"
These sketches show “hybrid modes,” where users shift focus to AR glasses during an activity while the phone stays in the background, ready with additional info if needed.
The app’s original intention for a very fitness focused product is apparent here with the very clean UI and fitness related information.
And during research we were discovering which features to prioritise moving forward
The app’s original intention for a very fitness focused product is apparent here with the very clean UI and fitness related information.
And during research we were discovering which features to prioritise moving forward
The app’s original intention for a very fitness focused product is apparent here with the very clean UI and fitness related information.
And during research we were discovering which features to prioritise moving forward
The app’s original intention for a very fitness focused product is apparent here with the very clean UI and fitness related information.
And during research we were discovering which features to prioritise moving forward
The app’s original intention for a very fitness focused product is apparent here with the very clean UI and fitness related information.
And during research we were discovering which features to prioritise moving forward
The app’s original intention for a very fitness focused product is apparent here with the very clean UI and fitness related information.
And during research we were discovering which features to prioritise moving forward
Show userflow
Show personas
Show personas
Unfortunately, due to time constraints, our prototype glasses were not ready for the competition finale.
But here are some pictures from the assembly and a video illustrating the user experience.
Reflections & learnings
Reflections & learnings
Reflections & learnings
Our product won 2nd place in the competition and I got to speak to the judges from both my perspective as a designer, but also my teams’ perspective. Here’s what I found.
Our product won 2nd place in the competition and I got to speak to the judges from both my perspective as a designer, but also my teams’ perspective. Here’s what I found.
Our product won 2nd place in the competition and I got to speak to the judges from both my perspective as a designer, but also my teams’ perspective. Here’s what I found.
While our AR gamified concept was innovative, we learned that bold ideas need realistic paths to execution to win.
While our AR gamified concept was innovative, we learned that bold ideas need realistic paths to execution to win.
While our AR gamified concept was innovative, we learned that bold ideas need realistic paths to execution to win.
Ideas need feet, not just wings.
Ideas need feet, not just wings.
Ideas need feet, not just wings.
Working closely across design, dev, and marketing turned scattered ideas into a clear product.
Working closely across design, dev, and marketing turned scattered ideas into a clear product.
Working closely across design, dev, and marketing turned scattered ideas into a clear product.
Collaboration Sharpened the Product.
Collaboration Sharpened the Product.
Collaboration Sharpened the Product.
We lost to a simpler, sharper idea. Humbling, but true.
We lost to a simpler, sharper idea. Humbling, but true.
We lost to a simpler, sharper idea. Humbling, but true.
A clear idea often beats a complex one.
A clear idea often beats a complex one.
A clear idea often beats a complex one.
My reflection
My reflection
My reflection
I can recall being recruited to this back in April, and not even caring for the project, I was so blinded by the team’s passion.
I knew that I’d be learning so much but it ended being one of the more special things I got to be a part of.
I can recall being recruited to this back in April, and not even caring for the project, I was so blinded by the team’s passion.
I knew that I’d be learning so much but it ended being one of the more special things I got to be a part of.
I can recall being recruited to this back in April, and not even caring for the project, I was so blinded by the team’s passion.
I knew that I’d be learning so much but it ended being one of the more special things I got to be a part of.
My Takeaways
This project is like one of those things in life that just falls into your hands, and I'll confess that the beginning wasn't easy, but I loved the team-wide passion, it was beautiful to see and feel.
This was my first time working with a larger team, we were 8 people from various backgrounds, and I feel like from the beginning, both Emily and I were treated with a lot of respect and our voices were heard.
I've developed a habit of trying to do everything by myself, but during this project I learned to lean on others more and to feel less personal about product decisions.
Tools used
Due to this Project's size, I'll mostly regard the apps the design team used.
We used ChatGPT for foundational research, then followed with on hands Google forms.
Everything from prototyping, to preparing printable products, we used Figma.
For other things, we used FigJam, Procreate, Jitter and Canva.