Fitbit · Product sense · Entry · 45 to 60 minutes

How should Fitbit surface Premium in the app?

Fitbit makes fitness wearables and a mobile app that tracks activity, health, and exercise data. Answer this product management case and get it graded line by line against a weighted rubric.

Product sense
Prioritization
User empathy
Monetization
Metric design

The situation

Your manager on the Fitbit app growth team asks you to propose a better in app experience for free users who might benefit from Fitbit Premium. Fitbit's app is already part of a daily routine for many people who open it to check steps, sleep, heart rate, and other insights from their watch. Premium can add revenue beyond hardware sales, but it sits on top of a habit that depends on trust, simplicity, and quick access to stats. Right now, many users either ignore Premium or are unsure what extra value it offers compared with the free app. The team wants to increase trial starts, but not by cluttering the home experience or making existing users feel tricked into paying. Assume most target users already open the app at least once a day. You need to recommend where and how Fitbit should surface Premium in the app so free users can notice it, understand the difference between free and paid, and take the next step if interested.

What to produce

A 1 page product brief, 600 to 800 words.

Your answer must

Identify the target user segment and their main job to be done when opening the app.
Describe the current friction in discovering and evaluating Premium, then name the single primary problem you would solve first.
Choose the best moment or surface in the app to introduce Premium, and explain why it is better than the main alternatives.
Propose one end to end in app flow or screen change that shows free versus premium value and guides the user toward starting a trial.
Include the main CTA behavior, one trust preserving design detail, 2 success metrics, and 1 guardrail metric.

Constraints

Stay within the existing Fitbit mobile app, no device hardware changes.
Do not remove or paywall features that free users already have.
The daily stats check must remain fast and uncluttered, avoid full screen interruptions on every app open.
Keep engineering scope modest, no major new social network or advanced personalization system.

Format

Use sections: user, problem, proposed experience, rationale, metrics, risks.

How Fitbit actually played it

Examines the Fitbit app homepage, premium subscription, community tab and gamification. Pulls out insights about selling a subscription on top of a hardware habit.

Gamification supports daily habits
Put premium value near the moments of need
Community features can raise retention

Built from 9 actionable insights from the Fitbit app by Tear Them Down.