A New Customer Experience for



Having not re-designed for several years, Fitbit was well behind in e-commerce best practices. Not only that, but it wasn't tied to its initial product road-map. As a result, Fitbit tapped Code and Theory to build out a phased re-design of their site. Using a combination of existing user types, existing site analysis, and our own e-commerce expertise, we delivered a brand new design system built leveraging motion and interaction to bring to life the next generation of

When creating the customer journey we considered a clear purchasing path that was defined by the storyboard developed during our weeklong workshop with the Fitbit team. The storyboard inherited the big idea themes identified during the define workshop such as easy purchase, clarity, guidance, being transparent and progressive disclosure.

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The result of our work is a personalized shopping experience that balanced inspiration and exploration with conversion while adding extra utility and personalization for existing Fitbit users and customers. We developed a rich evolution of their existing brand elements and created a bold, type driven, but playful look through the use of color blocking, and delightful interactions. An overall reduction in copy and visual clutter helped elevate their photography and focus the user on finding the right product for them.


A Personalized Experience

In order to help customers pick up where they left off and add extra utility for existing users, we surfaced dynamic content such as their app dashboard, quiz recommendations and recently viewed items.

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Built for Exploration and Conversion

All features across the site were designed with the goal in mind to enable customers to identify the right product for them, customize its look and guide them through the purchase funnel.

We designed a seamless, 360° product feature, giving users the ability to customize the product look by matching different types of bezels with a variety custom band options while checking out the product at all angles.

To simplify the purchase experience, we designed a focused and guided checkout flow that balances up/cross selling of products based on the customer’s existing cart with the need to minimize friction across the three step flow.

Driving B2B Growth

Partnering with some of the world's largest companies to fuel their business-to-business expansion.

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Succeeding on a Mission to Win Ohio

AOR leading an integrated campaign to capitalize on the moment and bring Tipico to market.

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  • Challenging category conventions to create a differentiated connection with audiences
  • Speaking with Ohio sports fans the same way they speak to each other
  • Working in an Integrated Agency team to connect through all media channels, including the app

Evolving E-commerce to Fit Modern Audiences

We are shaping the digital transformation of the industry by creating strong connections between audiences and brands.

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Marriott Bonvoy

Reimagining Marriott Bonvoy as a Hub for Travel and Commerce

Evolving Bonvoy’s design system to be more modern and immersive while staying true to the core strong brand identity.

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  • Mobile-First
  • Contextualized Conversion
  • Flexible Design and Content Systems

Leading With Empathy and Inclusivity

Having deeper conversations, widening the funnel, and driving innovation with an inclusive-first lens.

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Speed to Market for a Portfolio Optimization Tool

Crafting a UI for a complex product through user input and clear data visualization.

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  • Improving workflow processes through enhanced user interface design
  • Clear and simple data visualizations for complex data sets
  • Designing a roadmap to continue to iterate and optimize the product on a rolling basis post-launch

Transforming Education's Forefront

Defining the future of digital experiences in education.

Pfizer World| Shaping a Platform into a Beacon for New Priorities and Ways of Work

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<p>Pfizer World</p>

Transforming a platform into a meaningful beacon to set new priorities and ways of working.

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Creating the first B2C campaign and user experience for a first-of-its-kind cancer detection test.

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  • YETI x Code and Theory

    Innovation by Design

    Best in Marketing
  • Code and Theory

    Innovation by Design

    Design Company of the Year
  • Code and Theory

    Ad Age

    Agency A-List

All Work


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