Pulse

Self-Initiated Conceptual Project

Mobile App

Project overview

Pulse is a community platform for Apex Outdoor that unites eco-conscious adventurers through authentic trail stories, conservation initiatives, and meaningful outdoor experiences. The platform introduces a dual achievement system that equally celebrates outdoor adventures and environmental impact, trust-based content hierarchy that validates expertise and recommendations, and offline-first features designed for real outdoor use.

Role

Solo UX/UI Designer

Tools

Figma, Adobe Illustrator, Claude AI

Skills Demonstrated

User Research & Synthesis
Information Architecture
Mobile-First Interaction Design
Visual Design & Brand Identity
Design System
Gamification & Engagement Design
Community Platform Strategy

The Challenge

Eco-conscious outdoor enthusiasts spend 2+ hours across fragmented platforms planning trips, struggle to find trustworthy recommendations from credible sources, and lack meaningful connections with like-minded adventurers. Current platforms either focus on performance metrics (Strava), basic trail information (AllTrails), or activism without adventure features (Patagonia Action Works). Meanwhile, 73% of millennials and Gen Z prioritize social impact in purchasing decisions, yet no platform successfully connects outdoor adventures with environmental values—forcing Apex Outdoor to compete on price and features rather than community and purpose.

The Solution

designed Pulse, a community platform that consolidates trip planning while building trust through visible expertise badges and recent activity tracking. The platform introduces a dual achievement system—adventure badges for peaks conquered and trails explored paired with conservation badges for cleanups participated and sustainable choices made. This creates natural mentorship hierarchies where experienced users gain credibility through both outdoor accomplishments and environmental contributions. By embedding conservation actions directly into adventure planning rather than treating them as separate features, Pulse makes environmental impact as engaging and measurable as hiking milestones while fostering authentic gear discovery through real adventure stories.

Impact Metrics

Reduce trip planning time from 2+ hours to 30 minutes through consolidated platform features
Increase customer lifetime value by 40% through community-driven brand loyalty
Drive organic customer acquisition through authentic community advocacy vs. paid marketing
Enable conservation actions monthly through coordinated community challenges
Achieve 75% user retention after 3 months through meaningful community connections

Reduce trip planning time from 2+ hours to 30 minutes through consolidated platform features
Increase customer lifetime value by 40% through community-driven brand loyalty
Drive organic customer acquisition through authentic community advocacy vs. paid marketing
Enable conservation actions monthly through coordinated community challenges
Achieve 75% user retention after 3 months through meaningful community connections

Competitive Landscape

Problem Statement

Eco-conscious outdoor enthusiasts are experiencing fragmented trip planning, lack of trustworthy recommendations, and limited meaningful community connections that prevent them from confidently exploring nature while making positive environmental impact. This impacts Apex Outdoor's customer acquisition costs and brand loyalty because current platforms don't align outdoor adventure with environmental values, forcing customers to seek community and validation elsewhere instead of becoming brand advocates.

Information Architecture

I structured Pulse around five core sections that balance individual utility with community engagement: Home, Community, Routes, Plan, and Profile.

Key IA Decisions:

Home: Personalized discovery hub featuring trails picked for you based on location, skill level, and conservation interests. Near me functionality and seasonal content keep it fresh and relevant
Community: Central space for authentic storytelling, group activities, and conservation challenges. Prioritizes meaningful connections over performative sharing
Routes: Map search feature, comprehensive trail database with search filters
Plan: Unified planning interface consolidating date selection, partner matching, gear recommendations, and safety data integration
Profile: Profile showing your achievements, routes created, routes done, badges

I structured Pulse around five core sections that balance individual utility with community engagement: Home, Community, Routes, Plan, and Profile.

Key IA Decisions:

Home: Personalized discovery hub featuring trails picked for you based on location, skill level, and conservation interests. Near me functionality and seasonal content keep it fresh and relevant
Community: Central space for authentic storytelling, group activities, and conservation challenges. Prioritizes meaningful connections over performative sharing
Routes: Map search feature, comprehensive trail database with search filters
Plan: Unified planning interface consolidating date selection, partner matching, gear recommendations, and safety data integration
Profile: Profile showing your achievements, routes created, routes done, badges

Visual Design System

Pulse needed a visual language that felt authentic and natural—not corporate or overly polished—while maintaining the credibility and professionalism required for safety-critical outdoor planning.

Stylized mountain silhouette with dotted trail pattern representing journey from beginner to expert. Geometric shape communicates stability and trust, while dotted "pulse" pattern suggests heartbeat (connection to nature) and trail path (adventure).

High Fidelity Designs

The background blur effect on expanded trail cards initially looked beautiful but failed contrast ratios. Solution: Cards transition from transparent gradient overlay (collapsed) to solid white background (expanded) for optimal readability while maintaining visual appeal.

Dual CTA strategy: "Save Trail" (low commitment) and "Plan Trail" (high commitment) give users control over next step

What I Learned

Learning 1: Trust Requires Systems, Not Words Initially, I thought building trust meant compelling copy about safety and expertise. But I learned trust comes from transparent systems users can verify themselves. Showing badge counts, recent activity, and peer validations creates credibility that marketing copy never could. Trust is earned through consistent demonstration, not claimed through description.

Learning 2: Values-Aligned Gamification Drives Engagement Early designs focused on competitive leaderboards and achievement hunting. But eco-conscious users reject performative metrics. The dual badge system succeeded because it celebrates values they already hold—environmental stewardship alongside outdoor exploration. Gamification must amplify existing motivations, not create artificial ones.

Available for new opportunities

Thanks for reading

If this case study resonates with how you think about design— research-driven, user-centered, and focused on real impact— I'd love to talk about opportunities with your team.

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