UX/UI Designer, 0-to-1, sole designer on the web platform
JRNY.com, onboarding, subscription and account flows
Figma, Miro, Mouseflow
2018 – 2023
JRNY is BowFlex’s connected fitness platform: personalized workouts, adaptive coaching, and performance tracking across equipment and mobile. When I started, the web side of the ecosystem didn’t exist. No marketing site, no subscription signup, no account management, and no structured way for someone who just bought the equipment to activate the platform they’d partly bought it for. I designed and built the web experience from scratch, and it carried the platform from zero to 500,000+ members and 156,000+ paid subscribers over five years.
JRNY launched as BowFlex’s answer to connected fitness, where hardware was increasingly sold with digital coaching attached. The app delivered workouts and tracking. Everything around it was missing, and the gap landed on the user: someone unboxing an $1,800 bike was on their own at exactly the moment they were most motivated.
- An app with personalized workouts and tracking
- Hardware in homes and on retail floors
- Recurring revenue waiting on subscriptions
- A website for the platform
- A path from buying equipment to activating it
- Subscription signup, management, or account flows
- Clear messaging on what JRNY is and why it matters
The bet: treat the web platform as the connective tissue of the ecosystem, the place where a hardware purchase becomes a digital relationship. Design every flow around what makes sense to a brand-new member first, not what the org chart or the feature list wanted to say. If activation felt like a natural extension of the purchase, membership would grow with hardware sales instead of leaking at the handoff.
JRNY.com didn’t exist before this project. I designed it as the primary destination for understanding the platform, downloading the app, and starting a subscription, communicating a new concept (connected fitness tied to your equipment) simply and immediately. Every other touchpoint, the app, the equipment, the BowFlex site, points here.
JRNY runs on subscriptions, so signup, plan selection, plan changes, and account management had to be clear even for people new to digital fitness. I also built the post-purchase flows directly in the CMS and set the post-purchase email strategy, so the experience I designed was the experience that shipped.
The riskiest moment in the ecosystem was the handoff: hardware bought, box open, motivation at its peak, and historically nothing to catch it. I designed the account creation and activation flows to close that gap, taking someone from equipment purchase to active JRNY user in a few steps, with the equipment connected to their profile along the way.
Activation was designed to feel like the last step of the purchase instead of the first step of something new. That’s what let membership grow with hardware sales: JRNY.com became the primary entry point for the whole platform, and app downloads, account creation, and subscriptions all ran through it.
JRNY is a subscription business, and subscription math always whispers the same thing: make leaving hard. I designed the opposite, and owned every edge case to make it stick: members could pause, change, or cancel without hitting a wall. The short-term cost is obvious and we took it anyway, because a member who leaves cleanly comes back, and one who had to fight to cancel tells everyone. Five years and 156K+ paid subscribers later, I’d make the same call at double the stakes.
The platform outlived my tenure and kept growing, which is the point: the flows were built to scale past me. It changed what BowFlex could sell, hardware became the start of a relationship instead of the end of a transaction, and it changed what I knew I could do: take a platform from nothing to half a million members and stay hands-on the whole way. It’s also where I learned the lesson I’ve carried ever since, that engineers are the client: on a team that small, a spec that raised questions was a day lost.
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