Process
Working closely with Marketing, Business and Systems, I ran co-creation sessions, produced high-level mockups, then collated everything into wireframes and customer journeys that guided the design process end to end.
The design
Using Sketch and Figma I created simple but effective layouts that let product content shine: well-set typography, a strong photography emphasis and simple illustrations. The layout approach made the Vitality brand immediately recognisable to anyone entering the site, with high-quality product photography and brand assets aligned with Marketing and Sales objectives.
Bringing Apple Watch Active Rewards to life
When Apple Watch launched in South Africa, it solved the hardest problem in the Vitality model: measuring activity continuously, on the wrist, without asking anyone to log anything. We worked with Apple to launch Vitality Active Rewards with Apple Watch, and I led the design across every surface it touched.
The commercial idea was unusual enough to need careful explaining: members got the watch upfront and paid it off by moving. Hit all four weekly exercise goals in a month and that month is funded in full. The design problem was legibility, not decoration. Someone had to understand “you pay less the more you move” in one read, without it feeling like fine print.
That meant designing three surfaces so they told one story: the activity rings and goal states on the watch, the Vitality app where progress and rewards lived, and the web page that had to both sell the offer and explain the mechanics to someone who had never heard of it.
The model
Meet all four of your weekly fitness goals in a month and the monthly amount for the Apple Watch is funded in full. Apple’s health companion combined with Vitality’s exercise goals gave members a tangible, weekly reason to move: the watch effectively paid for itself in workouts.
Impact
Active Rewards strongly shaped product innovation and the digital experience at Vitality, and became one of the programme’s most recognisable features. The website redesign gave it a home that explained the idea to people who had never heard of it.