Halden

Puls

A fitness app for people who hate fitness apps. We rebuilt the product around one number a day and gave it motion that feels like a heartbeat, not a scoreboard.

Client
Puls
Year
2025
What we did
Product design, motion
Timeline
16 weeks, Oslo and Lisbon
A runner in silhouette against a huge glowing circle of light

The brief

Puls had good science and an app that felt like homework: twelve tabs, streak counters and badges that made people feel worse for missing a day.

Two in three new users were gone within a month.

Our answer

Strip it back to one number a day, how ready your body is, and one suggestion. Everything else is a swipe away.

Motion carries the feedback. The number pulses at your resting heart rate, and on a bad day the whole app slows down with you.

Three runners in silhouette against a bright blue dawn
A man in silhouette leaping against a sunset sky
A runner in silhouette on rocks at sunrise

What Happened Next

The numbers, half a year on.

  • 30-day retention
  • App Store rating, up from 3.9
  • tabs in the app

We asked them to make us more engaging. They made us quieter, and people stayed.

Portrait of Daniel Mensah
Daniel MensahHead of product, Puls

Made By

  • Portrait of Ingrid SolbergIngrid SolbergCreative direction
  • Portrait of Tomás AguiarTomás AguiarStrategy
  • Portrait of Beatriz MatosBeatriz MatosProduct design
  • Portrait of Jonas BergJonas BergMotion
  • Portrait of Anders HolmAnders HolmEngineering
A soft abstract swirl of orange and white lightNext projectPackaging, identityTorra

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AvailabilityBooking new projects from Mar 2027

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