Brand & Digital CommunicationClient engagement
MotionMetrix
Turning complex science into meaningful experiences
Introduction
MotionMetrix develops advanced 3D gait analysis technology, combining markerless motion capture and force measurement to deliver real-time biomechanical insights. Trusted by clinics, retailers and leading footwear brands including adidas and On, the platform makes lab-grade analysis accessible beyond traditional research environments.
My engagement started with defining MotionMetrix's market positioning and translating its technical capabilities into a clear, compelling proposition. From there, the work expanded across the entire customer journey, connecting brand, communication and digital touchpoints with the user experience of MotionMetrix G2 itself.
The ambition was to make the technology easier to understand, its value easier to recognise, and the product more useful through improved experiences and new features.
Engagement
From positioning to product experience
The starting point was communication. Understanding what makes MotionMetrix different, who it creates value for and how to express that value across different customer segments.
Rather than treating brand, marketing and product as separate disciplines, the work focused on creating a consistent experience across the entire customer journey, from the first interaction with the brand to everyday use of the platform.
This included developing the company's digital presence, aligning communication across customer touchpoints and working directly with the MotionMetrix G2 product experience.
Customer Journey
Connecting every touchpoint
MotionMetrix serves different audiences, from clinicians and running specialists to sports retailers and footwear brands. Each has different needs, expectations and reasons for using the technology.
The challenge was to create a coherent customer journey that communicates the right value to the right audience, while maintaining a consistent positioning and experience.
The redesigned website became a central part of this work, making the technology, its applications and its benefits easier to discover and understand.
Product Experience
Making complex technology intuitive
MotionMetrix G2 captures sophisticated biomechanical data, but its value depends on how easily users can interact with the technology and understand the results.
My work focused on improving the user experience through new features, clearer data visualisation and simplified workflows, making the platform more accessible and useful in everyday practice.
Runner Profile
Making running data instantly understandable
We developed a live visualisation that translates complex biomechanical data into an intuitive Runner Profile, helping runners immediately understand their running characteristics.
Rather than presenting raw measurements, the visualisation gives runners a recognisable profile that makes the analysis more engaging, easier to interpret and useful for conversations about running technique, performance and footwear.
Runner Onboarding
Less setup. More running.
Getting a runner onto the treadmill and ready for analysis should be as effortless as possible.
I worked on redesigning the G2 dashboard and onboarding experience, simplifying the steps required to register runners, prepare sessions and start measurements. The focus was on reducing unnecessary interactions and helping operators move quickly from setup to analysis.
Collaborating
"We're engineers at heart, and we've always been focused on building great technology. Ulf helped us look at things from the user's perspective, challenging how we design the product and communicate its value. It made a real difference in how quickly we could turn technical capabilities into something meaningful for our customers."
Fredrik Gustavsson, Founder & CEO
Capabilities
- Branding
- Digital Communication
- Sports Tech
- Product Design
- UX
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