As a new product development, the project included the definition/creation of the brand, visual identity and all user experience aspects. Given the aggressive vision statement - that running is social - the project required a bold approach in terms of app interface and visual design that would be a major differentiator compared to competitors. The feature-set would then increase even more the value proposition. Project started in May-2010 with key elements and interface defined early on. Software Development took most of 2010 with constant adjustments on the visual elements and the app was available on the App Store on April 21st, 2011.