Our Role
TWO TIMES PI, as creative director, helped reimagine FitXR's product strategy and user experience. From high-level concepts to UX design and content systems, our goal was to build a more engaging, sustainable fitness experience — one that rewarded consistency and felt alive over time.
The New FitXR Experience
Watch how we brought storytelling and AI-powered systems into the heart of FitXR's workouts.
Momentum Gained
FitXR became the #1 Fitness app on the Meta Quest Store within 3 months of launch.
The New Interface
Redesigned UI to spotlight seasonal content and make rewards easier to find.
Project Goal
Upgrade a popular VR fitness app with premium polish, innovative features, and a more emotionally engaging experience. Our focus was on creating long-term retention through rich storytelling, modern interaction design, and AI-powered tools — all while making the product feel more alive, personal, and future-ready.
Key Features
Seasons-Based Retention
We introduced the concept of Seasons — quarterly narrative-driven fitness arcs. Each season includes new monthly environments, themed challenges, and rewards like new gloves and target skins.
Volumetric Onboarding
Designed and directed a cinematic, interactive onboarding experience led by a photo-real volumetric coach, guiding new users through both mechanics and movement.
'Move Points' System
A streamlined scoring and retention mechanic that's easy to understand and deeply integrated into rewards and progression.
AI-Powered Thumbnails
We built an innovative AI pipeline that auto-generates bespoke class images — solving the massive content scaling issue for 1200+ workouts and 7 new weekly releases.
Mixed Reality Workouts
Launched a MR mode that transforms workouts into spatial, real-world integrated experiences.
AI Assistant 'Atlas'
Developed the first version of an AI voice assistant designed to help guide users, answer questions, and support future conversational UI needs.
Building the System
Here's a look behind the curtain — from our custom AI thumbnail tools to the refreshed UI and dynamic content systems that brought the new FitXR to life.
Results That Matter
#1
Top Fitness App on Meta Quest Store
↑ Retention
Highest retention rate in FitXR's history
↑ Conversion
Best conversion in 18+ months
Auggie Nominee
Best Consumer App Finalist, 2025
Looking to Elevate Your Product?
Let's build something ambitious — something that keeps users coming back. From retention systems to AI pipelines, TWO TIMES PI brings fresh thinking to every layer of your product.