NordicTrack

Platform & Premium Product Experiences
Agency | AKQA

Role – Senior Designer (Product / UI & Design Systems)
Scope – NordicTrack.com redesign, design system creation, premium product experiences, launch art direction

NordicTrack designs connected fitness products that combine performance, technology, and design. As the brand shifted toward more premium, design-forward offerings, its digital ecosystem needed to scale both as a cohesive platform and across high-touch product moments.

I designed the UI design system for the redesign of NordicTrack.com, establishing scalable patterns, components, and visual language to support consistency across the platform. This system became the foundation for the refreshed website experience and ongoing product storytelling.

Alongside the platform work, I contributed to NordicTrack’s premium product experiences, with a focus on Ultra 1, the brand’s flagship treadmill. I art directed the Phase 1 and Phase 2 premium launches, spanning experiential moments, website teaser content, and supporting digital touchpoints to ensure a cohesive, high-end narrative.

Maison & Objet, one of the most prestigious interior design trade fairs in Paris, served as the setting to introduce Ultra 1 as a design-forward product meant to integrate seamlessly into high-end living spaces. To support this, we created an interactive customization experience that allowed NordicTrack representatives to guide guests through configuring the product in real time. Visitors could select materials and finishes, see updates instantly, and explore how Ultra 1 would live within their space. The experience adjusted available options based on material compatibility and captured guest configurations, enabling email and SMS follow-up so guests could revisit their personalized design after the event.

Impact –
Designed the UI design system supporting the NordicTrack.com redesign
Art directed the Phase 1 and Phase 2 premium launches of Ultra 1
Delivered an interactive customization experience for Maison & Objet
Supported experiential, web, and digital storytelling for a flagship product
Connected physical and digital touchpoints through a scalable, system-driven experience