Tendor: AI Powered Climbing App

Brand Strategy | Visual Design | UX/UI | Motion Design

Mentors

Diego Marini & Connie Lui
Gary Van Broekhoven

Time

March 2024 - today

My Role

Brand Strategist, Visual Designer, UX/UI Designer

Project

Why I started TENDOR

As an interaction design student with a passion for climbing, I embarked on a journey to bridge the gap between my two interests and create something truly transformative. The result? Tendor – an innovative app designed to revolutionize the climbing experience.

At the core of every climber there is a longing for dare, challenge, and fellowship. Despite the numerous options for magnificent peaks and sharp rock faces, there is a challenge in climbing that goes far beyond the physical obstacles of the sport itself – which include finding the right route, receiving personalzed training, and forming a community. It's inside this environment that my story on Tendor began.
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App Solution

With TENDOR, we've harnessed the power of body motion tracking and Argumented Reality (AR) to revolutionize the climbing experience. With our AR feature, climbers can now learn routes in a whole new way.

Simply by looking through their device, climbers can see virtual markers left by other climbers, guiding them along the route and providing valuable insights and tips.

But we didn't stop there. With the data collected from our users, we will integrade a machine learning into to take personalization to the next level. By analyzing climbers' movements and preferences, our machine learning model can provide personalized feedback and suggest the optimal route for each individual climber.

This means that whether you're a beginner or an experienced climber, PeakPals has got you covered with tailored guidance and support every step of the way.

Branding Experience

Objectives

Envisioning Progress

After detailed analysis, I've set six strategic objectives to navigate the ski resort through changing winters and evolving guest expectations.

Business Objectives

Gear Bundles & Promotion Partnerships

Expand our market and community reach by offering tailored climbing gear bundles through strategic local partnerships.

Brand Awareness Objective

Amplifying Our Voice

Showcase 'ClimbCast' through ambassador-driven campaigns, demonstrating our unique blend of climbing and tech innovation.

Communication Objectives

Unified Brand Voice

Unify our brand story across all platforms, illustrating a supportive ecosystem that enhances every climber's journey.

Communication Objectives

Climbing Knowledge Hub

Develop our platform into a climbing education and engagement hub, boosting user connection and brand loyalty.

Competitive Analysis

Next, I conducted a thorough analysis of four key competitors in the climbing app market: AIITrails, MyClimb, OnForm, and 27Crags. Each competitor was assessed based on their route discovery features, training feedback options, community engagement tools, and overall user experience.

Main Insights

Market Research

After detailed analysis, I've set six strategic objectives to navigate the ski resort through changing winters and evolving guest expectations.

01

Great Potential in
AR Technology

There's a noticeable void in climbing apps leveraging Augmented Reality (AR) technology, presenting a unique opportunity to enhance training, route visualization, and community engagement in unprecedented ways.

02

Interface and Experience

The user interface UI and UX in existing climbing apps reveal significant room for enhancement, pointing toward a demand for more intuitive, user-friendly designs that better serve the climbing community's needs.

03

Accessible Information and Tracking

Existing technology readily supports streamlined information access and progress tracking for climbers. This indicates a clear pathway for developing an app that simplifies these aspects, significantly improving the user experience.

04

Innovation Beyond Entertainment

While many AR applications are designed with entertainment in focus, there exists a substantial opportunity to innovate within the climbing app space by integrating AR for practical, training-focused applications, filling a gap in the current market.

Brand Differentiators

Innovative
Al Personalized
Training & Coaching

A standout feature where climbers receive personalized feedback powered by AI, aligning closely with professional climbing standards - an industry-first for targeted improvement.

Every Step of The
Climb, Supported
by Tendor.

Tendor goes beyond the wall. Our all-in-one ecosystem supports the user through every step of the climbing journey—from learning and buying gear to connecting with other climbers and tracking your progress. Tendor makes climbing a lifestyle, not just an activity.

See Moves Through
New Eyes with
ClimbCast AR

Pioneering with 'ClimbCast' technology, providing a unique AR experience that allows climbers to analyze and share their climbs in a groundbreaking way.

Target Segmentation

Brand Book

Our Mission

We (em)power athletes through groundbreaking experiences, leveraging cutting-edge technology to enhance human performance.

Our mission is to empower athletes by providing them with revolutionary experiences that push the boundaries of what is possible. We harness the latest technology to elevate human performance to new heights, enabling athletes to achieve their full potential.

Our Vision

To drive a future where sports transcends physical and spatial limits.

The vision is to create a future where sports go beyond the constraints of physical and spatial boundaries (XR). We aspire to break down barriers and open up endless possibilities for athletes, enabling them to explore new realms of performance and achievement.

Our Vision

(Em)Powered Porformance

Tendor's tagline encapsulates the essence of brand - empowerment through performance. The "(em)" represents the energy and emotion behind every achievement, while "powered performance" signifies the driving force of our technology-driven approach to enhancing athletic prowess.

Visual Design

Creating a Tech and Playful Visual Feeling

The next thrilling phase was to delve deep into the creative process, pushing pixels and selecting the perfect color palette, typography, and logos to forge a unique visual identity. It was a hands-on journey, where hours were dedicated to crafting a harmonious brand expression.

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