The right shoe
can make
you fly
Levity
Opportunity
Sub-optimal running shoe selection amongst recreational runners
Solution
Foot health insights & a personalized shoe selection
Focus
Visual Design, Design System, Brand Strategy
Team
Anurag Bhavsar, Blake Hudelson
Levity
Levity
Opportunity
Recreational runners often end up picking the wrong running shoes for training, unaware of the ill-effects and loss of performance that comes along.
Solution
A platform that provides customers with insight about their foot health, & generates a personalized library of shoe recommendations.
Team
Blake Hudelson, Anurag Bhavsar
focus
Product Design, Visual Design, Brand Strategy
duration
12 weeks
LEVITY
Opportunity
Recreational runners often end up picking the wrong running shoes for training, unaware of the ill-effects and loss of performance that comes along.
Solution
A platform that provides customers with insight about their foot health, & generates a personalized library of shoe recommendations.
Mentor
Blake Hudelson
Team
Anurag Bhavsar,
Priyam Shah
focus
Visual Design
Brand Strategy
duration
12 weeks
A Wall of Fame.
Passion. Dedication. Greatness.
+
The right shoes wrapped around those feet.
Timeline
Leading
Co-Leading
Assisting
Product Ideation
Research
Feature Development
Visual Design
Brand Strategy
Design System
Product Vision
Why
Chase your personal best
HOW
Provide insight about foot health
What
Recommend running shoes
How
Provide insight about foot health
Why
Chase your personal best
What
Recommend running shoes
Target Audience
Running
Running
Running Enthusiasts
Fitness Enthusiasts
Marathoners
Running
Running
Research Insights
“I’m aware that Asics shoes are super comfortable. However, they don’t look near as exciting as Nike shoes do, nah!”
75%
of customers consider shoe aesthetics to play a critical role while selecting new running shoes
“A good pair of running shoes can truly transform the way you run. It helps you unlock that little bit more - shoes play a major factor in performance.”
60%
of customers recognize the performance compromise from wearing incorrect running shoes for training and marathons.
“I know that for health, to avoid sports injuries, it's important to choose a good, suitable pair of running shoes.”
90%
of runners believe that preventing injuries is as, if not more, important than performing when it matters.
“Now that I think of it, I’ve often chosen the wrong shoe. 3/5 previous shoes have been poor investments.”
70%
of customers claim that they regret purchasing a new shoe as soon as 1 week after the date of purchase. Complaints are often regarding discomfort and stability issues.
"Shoe aesthetics play a critical
role in running shoes selection."
"Performance is compromised from
wearing incorrect running shoes."
"Wearing the optimum shoe
can minimize chance of injuries."
Shoe aesthetics play a critical role in running shoes selection
Performance is compromised from wearing incorrect running shoes
Wearing the optimum shoe can minimize chance of injuries
“I’m aware that Asics shoes are super comfortable. However, they don’t look near as exciting as Nike shoes do, nah!”
75%
of customers consider shoe aesthetics to play a critical role while selecting new running shoes
“A good pair of running shoes can truly transform the way you run. It helps you unlock that little bit more - shoes play a major factor in performance.”
60%
of customers recognize the performance compromise from wearing incorrect running shoes for training and marathons.
“I know that for health, to avoid sports injuries, it's important to choose a good, suitable pair of running shoes.”
90%
of runners believe that preventing injuries is as, if not more, important than performing when it matters.
“Now that I think of it, I’ve often chosen the wrong shoe. 3/5 previous shoes have been poor investments.”
70%
of customers claim that they regret purchasing a new shoe as soon as 1 week after the date of purchase. Complaints are often regarding discomfort and stability issues.
Shoe aesthetics play a critical role in running shoes selection
Performance is compromised from wearing incorrect running shoes
Wearing the optimum shoe can minimize chance of injuries
Customer Journey Map
This Customer Journey Map provided a visual roadmap of customer touch points, interactions, and emotional wavelengths. It became increasingly important to understand user intentions to effectively focus on the right problem - and ultimately, the right solution.
Moodboard
We tussle with a crucial question - What do runners want to feel? 4 magic words emerged, translating into Levity's Moodboard.
UX — Insight Cards
Wireframe
Iteration 1
Iteration 2
Final UI
All
✱
How do we show collected user data? Wireframing helped get past the initial hump.
✱
Collapsable cards — I learnt that while the 'blueprints' caught the users' attention, the information load felt steep. Glanceability took a hit.
✱
Stripping the visual noise, only critical and relevant content was housed. However, testing revealed that while usability improved, product consistency suffered.
✱
Best of both worlds — the card UI from previous iterations + essential information with striking visuals.  A fresh, extendible design language emerged.
Iteration 1
Collapsable cards were the first visual concept we tested with sample audiences. I learnt that while the 'blueprints' caught the users' attention, the information load felt steep. Glanceability took a hit. I went back to the drawing board – simpler, this time.
Iteration 2
I moved away from the 'card' approach towards a continuous scroll. Stripping the visual noise, only critical and relevant content was housed in a container with top + bottom accent strokes. However, testing revealed that while usability improved, product consistency suffered.
Iteration 2
I moved away from the 'card' approach towards a continuous scroll. Stripping the visual noise, only critical and relevant content was housed in a container with top + bottom accent strokes. However, testing revealed that while usability improved, product consistency suffered.
Iteration 3 = Final UI
The final iteration was the best of both worlds. I advocated for the card UI from previous iterations + essential information with striking visuals. This approach consistently fit across the app's design language and was simple enough to consumer at a glance.
INtroducing
‍INsight cards.
Scan Results・Step 3
Get an in-depth understanding of your foot type, pronation levels, foot landing, vertical oscillation, sizing & more.
Insight cards highlight Feet Blueprints, along with personalized feedback from GaitScan.
‍visual consistency.
Shoe Recommendations・Step 4
I took the learnings from building insight cards into creating blueprint for shoes. It was crucial to maintain visual consistency + deliver the right information in the right format.

Shoe Blueprints light up to highlight shoe features like midsole, cushioning, run style & more. Users learn about the shoe's key features, and why they suit your feet, run style & goals.
Product Features
App Launch
Tutorial
Foot Insights
Loading Animation
Shoe Recommendation
✧
BEGIN INSPIRED
A particle formation of Levity's logo designed in After Effects. A splash screen that inspires you to be more, and chase your personal best. Always forward.
✧
GAITSCAN
A revolutionary way to learn about your foot health & uncover performance-enhancing insight. An easy step-by-step tutorial guiding users through each stage for precise scanning.
✧
INSIGHT CARDS
Get an in-depth understanding of your foot type, pronation levels, foot landing, vertical oscillation, sizing & more. Insight cards highlight Feet Blueprints, along with personalized feedback from GaitScan.
✧
SUPERCHARGED
At its core, Levity is about speed, energy and flow. Every micro-interaction and animation were designed with these core values at heart.
✧
THe one
Browse through shoe recommendations backed by scan results, and learn why they're the right ones for you. It's time to chase those records. And break them.
UI Design
We designed Levity with 3 core values at heart - Personalization, Perseverence & Collaboration. Together, they form the building blocks of our experience.
Begin Inspired Onboard levity.
Pay homage to some of the most decorated runners in history, and learn what makes them different.
THE PERFECT SCAN – Gaitscan.
A revolutionary way to learn about your foot health & uncover performance-enhancing insight. An easy step-by-step tutorial guiding users through each stage for precise scanning.
Powered by Object Capture ARKit
GaitScan harnesses photogrammetry from Object Capture to create a 3D render of your feet in real-time
Brand
Visual
Logo
Type
Levity
TIME TO FLY
Expletus Sans as Display Typeface
OVER-PRONATION
Geist Mono as Body Typeface
Design System
Components
Colour Ramps
Tokens
Logo Inspiration
Logo Iterations
Learnings
✺
Creating a new product from concept to prototype is challenging. In order to nail the core experience, iteration and testing were my best friends.
✺
Anurag and I were like two stones rubbing against each other, sharpening and polishing ourselves along the way. It occurred to me that ideas are sometimes overrated – the magic lies in teamwork.
✺
Building a product with the user at the center and design values as your North Star reaps better-than-expected outcomes.
If I had more time...
✸
I would focus on ease of scanning the users' feet and improve scan quality.
✸
I would add running categories like trail, track, road & more.
✸
I would incorporate a larger running shoes data set for higher accuracy matching.
other work
Sift
in partnership with Collaborative Earth
An open-source repository that facilitates planning and collaboration, by leveraging AI to collate relevant resources, community knowledge, and tools.
Product Design, UX Research, AI
LEVITY
mentored by Blake Hudelson
A concept product that helps recreational runners understand their foot anatomy and profile the optimum running shoe using Augmented Reality.
Product Design, Brand Strategy
DYnamic buttons
mentored by Sara Strickler
A combination of tactile touchpoints and digital surfaces – an all-new way to make your vehicle truly yours. Elevate the experience on Apple Vision Pro.
Spatial Design, Experience Design, Service Blueprint
Formula 1
reimagined with Augmented Reality
1000 horsepower through a new lens. Leveraging Augmented Reality to display critical datapoints visually for Formula 1 racers.   
Speculative Design
SIFT
An open-source repository for forestation practitioners.
In partnership with Collaborative Earth.
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LEVITY
A concept product that helps recreational runners understand their foot anatomy and profile the optimum running shoe using Augmented Reality.
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FORMULA 1, MEET AR
1000 horsepower through a new lens. Leveraging Augmented Reality to display critical datapoints visually for Formula 1 racers.
Explore case study
DYNAMIC BUTTONS
Tactile touchpoints and digital surfaces – an all-new way to experience your vehicle. Elevate the experience on Apple Vision Pro.
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Formula 1, Meet AR
1000 horsepower through a new lens. Leveraging Augmented Reality to display critical datapoints visually for Formula 1 racers.  
Explore case study
Dynamic buttons
Tactile touchpoints and digital surfaces – an all-new way to experience your vehicle. Elevate the experience on Apple Vision Pro.
Explore case study
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