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Health + Fitness

Using the tried and true qualitative research approach, my team was able to identify key archetypes that represent a range of behaviors around at-home fitness. During the time of this research, at-home fitness became a trend and a necessity during Covid -19. My Samsung NEXT team was tasked with exploring how we can utilize that Samsung ecosystem of devices to provide better products and exercise centent for our consumers.


2020 - 2021


Design Researcher

At-home fitness was a budding trend and a necessity during the start of COVID-19. The purpose of this study is to better understand 'why' people exercise both in general and specifically at home.


How might we create a suite of exercise experiences that both appeal to our consumers and exist across the ecosystem of Samsung devices?  ​

The Design Challenge
The Process

Phase 1 - Identify the Assumptions + Methodologies

Phase 2 - Recruit + Interview

Phase 3 - Synthesis 

Discover and define fitness archetypes that represent a spectrum of individuals and personalities that exist in the fitness space.

The Deliverable(s)
In order to start a relationship with shoppers we needed to truly understand them. Each concept was deeply rooted in the shopper archetypes that were discovered post our integrated research efforts.


Phase 1
Phase 2
Phase 3

We started with 3 key assumptions.

1. People want a more collaborative than competitive experience.

2. Those who exercise at home, have preset goals before every workout

3. The seamless transition of data between hardware will make working out at home a better experience.

We wanted this study to have geographic, economic, and racial diversity across the US. We over-indexed on millennials and parents because this segment was a current gap in our research.

I designed stories and built out the arv/vr concept and helped develop the narratives around the three concepts that we delivered.

Qualitative Chats


Diary Study Participants

There are moments when the qualitative and quantitative approaches to research converge and diverge. Using quantitative approaches to validate archetypes is tricky because archetypes themselves never truly reflect the vast diversity of human behaviors.  
Archetypes force behaviors into these contrived boxes. It would've been better to use quantitative more in the discovery phase rather than the validation phase.

Next Project

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