Wearable Tech · Health & Wellness
Designing the landing page that helped TRU raise $136K on Kickstarter
TRU is a 10mm ankle-based step tracker built for women who’d been let down by wrist-based wearables. We designed the landing page that helped them raise over $136,570 on Kickstarter.
The challenge
The page had to introduce a brand-new product category in seconds, position a fitness device as a luxury accessory, and convert cold traffic into Kickstarter backers — all inside the constraints of the Kickstarter page builder without losing a premium feel.
Our approach
We ran a focused UX sprint. Competitive analysis against leading step apps showed where TRU could win on coaching, lifestyle and design. We built two clear personas, defined goals across landing page, app and e-commerce, and tested four hero concepts. The winning direction was a bento-grid hero in light mode surfacing TRU’s USPs above the fold, followed by product video, lifestyle imagery and a CTA tied to email capture for reservations.
The outcome
The campaign hit its goal fast and went on to raise $136,570 from 1,328 backers — around 1,951% of the original goal. The page became the anchor for TRU’s pre-order pipeline.
“Designing the digital world of a physical product meant a lot to learn, consider and validate. We loved the challenge.”
Gallery
A closer look.
