Connect IQ Monetisation
Garmin launched its first paid watch face initiative on the Connect IQ platform.
As the UX strategist, I translated user and market insights into a scalable system of categories, pricing and execution.
Within a year, we launched 35+ watch faces, reaching over 60K downloads and $300K+ revenue.
My Role
My Role
UX Strategist
UX Strategist
UX Strategist
UX Strategist
Duration
Duration
2 months, 2023
2 months, 2023
2 months, 2023
Product Team
Product Team
1 Lead Supervisor
1 Lead UI Designer
1 UI Production Artist
1 Lead Supervisor
1 Lead UI Designer
1 UI Production Artist
1 Lead Supervisor
1 Lead UI Designer
1 UI Production Artist
Deliverables
Deliverables
Competitor Analysis
Product Strategy
Criteria Framework
Competitor Analysis
Product Strategy
Criteria Framework
Competitor Analysis
Product Strategy
Criteria Framework
//My Impact
//My Impact
RELEASED
RELEASED
RELEASED
RELEASED
35+
35+
35+
35+
watch faces
watch faces
watch faces
watch faces
ACCUMULATED
ACCUMULATED
ACCUMULATED
ACCUMULATED
60k+
60k+
60k+
60k+
total downloads
total downloads
total downloads
total downloads
BROUGHT
BROUGHT
BROUGHT
BROUGHT
$300k+
$300k+
$300k+
$300k+
net sales (USD)
net sales (USD)
net sales (USD)
net sales (USD)
WITHIN
WITHIN
WITHIN
WITHIN
1 y
1 y
1 y
1 y
since release
since release
since release
since release
//My Challenge
//My Challenge
How can I monetise watch face for business & user value?
How can I monetise watch face for business & user value?
This was a first-of-its-kind project, CIQ had never charged users before, which meant we were starting from scratch.
This was a first-of-its-kind project. CIQ had never: charged watch faces before, which meant:
No existing framework or pricing model,
No benchmark for what users would actually pay for
No experience
in monetising CIQ assets
No framework
or monetising models
No benchmark
for what users would actually pay
//How Did I Start
//How Did I Start
2 Weeks One-Man Sprint
2 Weeks One-Man Sprint
Without existing playbook, I led a discovery sprint to define both product direction and business model. I mapped user demand, market patterns and stakeholder goals to propose a monetisation approach.
Without existing playbook, I led a discovery sprint to define both product direction and business model. I mapped user demand, market patterns and stakeholder goals to propose a monetisation approach.
I led a solo discovery sprint to define both product direction and business model.
#1
#1
#1
Conducted market research on cross platforms
Conducted cross platform market research
Conducted market research on cross platforms
#2
#2
#2
Analysed user and download data from CIQ markets
#3
#3
#3
Interviewed across 5+ cross functional stakeholders
Interviewed across 5+ cross functional stakeholders
#4
#4
#4
Present & review prototypes with stakeholders
Present & review prototypes with stakeholders
//Market Research
//Market Research
Before deciding what to sell,
I needed to understand what people are willing to pay for
Before deciding what to sell,
I needed to know what people will pay
Before deciding what to sell,
I needed to understand what people are willing to pay for
X
X
I conducted cross-platform research across Google Play, Fitbit, Facer, Timeflik, and our own Connect IQ store, focusing on Garmin’s top two markets by download volume in both Western and Asian regions. Across these platforms and regions, I observed clear patterns in monetisation models, feature focus, brand positioning, and user preferences.
I conducted cross-platform research across Google Play, Fitbit, Facer, Timeflik, and our own Connect IQ store, focusing on Garmin’s top two markets by download volume in both Western and Asian regions. Across these platforms and regions, I observed clear patterns in monetisation models, feature focus, brand positioning, and user preferences.
I conducted cross-platform research across marketplace platforms, focusing on Garmin’s top two markets by download volume in both Western and Asian regions.
//My hypothesis
//My hypothesis
What Drives Watch Face Value?
Customisation, Brand affinity, Lifestyle fit & Seasonal relevance
What Drives Watch Face Value?
Customisation, Brand affinity, Lifestyle fit & Seasonal relevance
//Design Strategy
//Design Strategy
4 Tier Watch Face Framework
4 Tier Watch Face Framework
Based on our research insights and some CIQ internal data, I proposed a four-tier watch face framework. Each tier was designed with its own pricing model, level of customisation and target user segment. This structure allowed us to offer a range of experiences, from entry-level designs to premium highly customisable faces, while keeping the system scalable.
Based on our research insights and some CIQ internal data, I proposed a four-tier watch face framework. Each tier was designed with its own pricing model, level of customisation and target user segment. This structure allowed us to offer a range of experiences, from entry-level designs to premium highly customisable faces, while keeping the system scalable.
I proposed a four-tier watch face framework. This structure allowed us to offer a range of experiences, from entry-level designs to premium highly customisable faces, while keeping the system scalable.
CATEGORY
CATEGORY
CATEGORY
CUSTOMISATION
CUSTOMISATION
CUSTOMISATION
PRICE (USD)
PRICE (USD)
PRICE (USD)
STRATEGIC RATIONALE
STRATEGIC RATIONALE
STRATEGIC RATIONALE
⭐️ All Stars
All Stars
Full
Full
$ 4.99
$ 4.99
High-end, hero watch faces with maximum flexibility
Used across Garmin hero products like Fenix and Descent.
🥎 Niche Theme
Niche Theme
Intermediate
Mid
$3.99
$3.99
Lifestyle-driven (e.g., urban, sporty, elegant)
Specific themed for focused audiences.
🤝 Co-Branded
Co-Branded
Minimal
Least
$2.99 - $ 4.99
$2.99 - $ 4.99
Value tied to IP brands like Marvel, Disney & Porsche
Value comes from the brand IP.
🎉 Festivals
Festivals
Minimal
Least
$1.99
$1.99
Lightweight, seasonal designs with annual reuse
Seasonal/holiday designs aimed at volume.
//Customisation Strategy
//Customisation Strategy
Modular System
for Customisation
Modular System for Customisation
Modular System for Customisation
To deliver meaningful value through monetisation, I deconstructed the watch face into a set of modular components. This system could generate thousands of unique variations, giving users a deeply personal experience without increasing development complexity.
To deliver meaningful value through monetisation, I deconstructed the watch face into a set of modular components. This system could generate thousands of unique variations, giving users a deeply personal experience without increasing development complexity.
I deconstructed the watch face into a set of modular components. This system could generate thousands of unique variations, giving users a deeply personal experience without increasing development complexity.
//Product Planning Model
//Product Planning Model
Prioritisation System
Prioritisation System
To support roadmap planning, I developed a 2 x 2 prioritisation matrix that mapped user value against business potential. Each watch face category was positioned based on its alignment to core user needs and its opportunity for focused monetisation.
I developed a 2 x 2 prioritisation matrix that mapped user value against business potential.
This framework helped the team to identify and decide:
What to build now
high-value, high-impact categories like All Stars and Co-BrandedWhat to explore next
lower-effort, seasonal or niche offerings with longer-term potential
This framework helped the team to identify and decide:
What to build now
high-value, high-impact categories like All Stars and Co-BrandedWhat to explore next
lower-effort, seasonal or niche offerings with longer-term potential
//Feature Execution
//Feature Execution
Creating a Product Alignment Framework
Creating a Product Alignment Framework
Design Standards & Customisation Logic
Design Standards & Customisation Logic
To ensure consistency across monetised watch faces, I created category-specific guidelines and a unified checklist that defined:
I created category-specific guidelines and a unified checklist that defined:
UI rules tailored to each watch face category
Customisation requirements grouped by pricing tier
Global documentation and review standards to align teams
UI rules tailored to each watch face category
Customisation requirements grouped by pricing tier
Global documentation and review standards to align teams
UI rules tailored to each watch face category
Customisation requirements grouped by pricing tier
Global documentation and review standards to align teams
Cross- Functional Alignment
Cross- Functional Alignment
Scaling the strategy required close collaboration across business, software, QA, and design. We aligned on feasibility, pacing, and execution by:
Scaling the strategy required close collaboration across business, software, QA, and design. We aligned on feasibility, pacing, and execution by:
Business Development
Explored IP partnerships to diversify offerings
Project Manager
Aligned roadmap pacing with development capacity
Software Team
Scoped feasibility and implemented customisation features
Software Quality Assurance
Co-wrote test checklists tailored to each watch face category
Business Development
Explored IP partnerships to diversify offerings
Project Manager
Aligned roadmap pacing with development capacity
Software Team
Scoped feasibility and implemented customisation features
Software Quality Assurance
Co-wrote test checklists tailored to each watch face category
//Design Outcome
RELEASED
RELEASED
RELEASED
35+
35+
35+
watch faces
watch faces
watch faces
ACCUMULATED
ACCUMULATED
ACCUMULATED
60k+
60k+
60k+
total downloads
total downloads
total downloads
BROUGHT
BROUGHT
BROUGHT
$300k+
$300k+
$300k+
net sales (USD)
net sales (USD)
net sales (USD)
WITHIN
WITHIN
WITHIN
1 y
1 y
1 y
since release
since release
since release
//Takeaway & Lesson Learned
//Takeaway & Lesson Learned
UX strategy succeeds when built for scale
UX strategy succeeds when built for scale
This project taught me that strategic UX isn’t just about insight, it’s about making structure repeatable. By turning customisation into frameworks and execution standards, I learned how to build systems that outlive single designs and support long-term business value.
This project taught me that strategic UX isn’t just about insight, it’s about making structure repeatable. By turning customisation into frameworks and execution standards, I learned how to build systems that outlive single designs and support long-term business value.
PORTFOLIO
PORTFOLIO
PORTFOLIO
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CHECK OUT SOME MORE
CHECK OUT SOME MORE
CHECK OUT SOME MORE
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