ArcTouch
2024
Midtown Athletic Club
Elevating luxury fitness through Motion
Overview
Connected Wellness & Micro-Interactions
Originating as a premier Chicago tennis club, Midtown Athletic Club has evolved into a pioneer in luxury fitness across eight locations, known for merging top-tier wellness with a vibrant community atmosphere. To translate this elevated physical experience into the digital realm, ArcTouch partnered with Midtown to develop a unified mobile app connecting members to facilities, benefits, and activities. Focusing on the motion design layer, I crafted fluid micro-interactions, from dynamic splash screens and welcoming onboarding animations to rewarding success states, alongside a comprehensive client demo video, establishing a polished, engaging digital environment that encourages frequent return visits.
Why motion?
Strategic Motion: bridging physical and digital
For a leader in luxury wellness, static screens are insufficient for capturing the high-touch, energetic atmosphere of a physical club. We intentionally integrated motion design to bridge the gap between Midtown's premium facilities and its digital touchpoints. Purposeful animations provide subtle visual feedback that makes navigation feel effortless and tactile. By transforming routine app interactions into satisfying, polished moments, motion design elevates the overall user experience, reinforces brand prestige, and creates a sense of momentum that keeps members engaged and motivated to return.
Onboarding
Setting the tone: an animated feature walkthrough
The onboarding sequence acts as the member’s digital entryway, using motion to introduce Midtown’s core features with clarity and style. Instead of overwhelming users with static text, smooth transitions, and refined animations, visually demonstrate how the app works by showing how to book facilities, access benefits, and explore club activities in real time. These fluid motion cues guide new members seamlessly through the setup process, setting a sophisticated tone from the very first tap while ensuring users instantly understand how to get the most out of their membership.
Success Screens
A Universal moment of reward
Without an established illustration system to rely on, I proposed several animation concepts to convey a sense of accomplishment for user actions, such as completing a purchase or booking a facility. To maximize utility and maintain a cohesive experience, we landed on a clean, neutral motion concept that seamlessly adapts to both workflows. This versatile animation provides immediate, satisfying visual feedback upon task completion, turning routine transactions into polished, delightful moments that reinforce Midtown's high-end brand feel.
Demo Video
Interactive storytelling: Demonstrating the experience
To effectively communicate the app's dynamic feel to Midtown’s stakeholders, I produced a comprehensive demo video showcasing the motion design system in action. Rather than presenting static mockups or isolated animation files, the video contextualized the user journey, demonstrating how the micro-interactions flow seamlessly together in real time. This polished narrative gave the client a clear, tangible preview of the final product, validating how intentional motion enhances user navigation and reinforces the premium quality of their digital experience.
