The Swedish Armed Forces has been training for hundreds of years, and have a sound philosophy that you can train everywhere at anytime. We saw an opportunity to make the Swedish Armed Forces relevant to the public in general and the young target audience in particular while preparing recruits for the physical demands faced when joining the army. In fact, making sure that new recruits are aptly prepared is a major problem that needed to be adressed.
So we started FMTK (Swedish Armed Forces Sports Club) and launched our old strength-stamina-mobility-no gear-whatever the situation-whenever the time philosophy, in a new way.
So we started FMTK (Swedish Armed Forces Sports Club) and launched our old strength-stamina-mobility-no gear-whatever the situation-whenever the time philosophy, in a new way.
We spent a lot of time really digging into the armed forces workout methods, and building an interactive concept that really works on smartphones, without getting in the way of the actual training.
Workout app developed for Android, iOS and Windows Phone(!)
A hub on the web provides additional content and power functions.
How it was made
We did not come up with the idea as a solution to an explicit brief but as an opportunity to solve several problems we had discovered when working with the entire communications and recruitment processes of the armed forces.
Once the project was given a go ahead, we worked with a thorough user centered design process that included research and multiple workshops with key experts and stakeholders, development of personas, use cases, experience mapping and user flows. We did iterative concepting, prototyping and user testing before moving into development and content production. Data integrity and security was of special concern as this is a tool used by the armed forces themselves.
An internal limited launch activation and beta program let us get crucial data and insights before a final sprint to release the product.
As one of the people to come up with the initial idea, my key role in the project was to work with the team and client to develop and define the interactive concept and product to make the workout model true to the Armed Forces philosophy as well as be a great workout tool for all our target audiences, while also be a standout and unique workout proposition that can drive relationship building and communications. This included a lot of work on the UX side of things.
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LOVIES | Gold + Silver
EUROBEST | Bronze x 2
CANNES LIONS | Bronze
GULDNYCKELN | Gold + Bronze
WEBBYS | Honoree
LOVIES | Gold + Silver
EUROBEST | Bronze x 2
CANNES LIONS | Bronze
GULDNYCKELN | Gold + Bronze
WEBBYS | Honoree
