Strava Paywall Localization and Production

Strava turns an athlete’s phone into an activity tracker and personal trainer. Logging an athlete’s exercises gathers performance stats, and data. The app is well-known worldwide, helping athletes push for their personal best and record their performances during marathons, triathlons, and more. Athletes can also share their activity through the app, sharing challenging routes with friends and family.

In early 2020, the company had pushed to expand its services into a paywall system. Some free features are now subscription-only. Also added are entirely new features and improved athlete favorites. The campaign comprised websites dedicated to subscription information, emails, and in-app promo ads. Each go-to-market asset is produced in 14 languages– as the subscription is provided worldwide.

Members involved:
Mackenzie Crist- Senior Brand Designer, Leila Andrews- Design Production Manager

Hub Production

Working closely with the lead Brand Designer and lead engineer, Contentful was used to build the subscription websites. Personalized components were used to develop Design’s vision that best explains the reasons for and the benefits of the new paywall for its athletic users. Documented hub designs were used as a guide to ease the production. The finalized translations would be inputted into the corresponding components per website.

Localized Emails

The campaign emails were translated into 14 different languages. Using design direction from the lead brand designer and translated copy, I could localize each email hero throughout the campaign.