One of our clients at Made by Fire was a sports company. They were building running insoles that could be paired to a companion app, providing real-time insights into a runner’s technique. For privacy purposes, in this case study I’ll refer to this product as Neon.

I worked alongside our creative director to produce UI for the companion app. This project was challenging due to the complexity of the running data and the rapid nature of delivery. We worked in tandem with another team working on the hardware, so our deadlines were tight.

My role

UX/UI Designer, User researcher

Business impact

Rapid delivery of interface designs that met the business criteria.

Product impact

Explorations into how to show complex data in clear and meaningful ways, validating design assumptions with users.


Currently, if a runner wants to find out more about their running technique, they need to go into a lab for analysis. This presents a couple of problems:

Our client wanted to build a system that provided a decent amount of running analysis data without needing to go to a lab to get it. They wanted their product to give runners real-time feedback on their technique at an accuracy not possible with existing tools.

Target users

Our clients had already done extensive market research and knew exactly who their product was aimed at:

🏃 Avid runners

People who run frequently and invest a significant amount of time and money into the sport. We assumed that the tech’s price point was high enough to only draw people already invested in running.

👟 Kitted up

To use the insoles, the runner needed to have a mobile device, running headphones, and running shoes. We assumed that anyone using Neon already had these things.