Based in Madrid, Spain
Loading amazing data...
Role
Founder and designer
Date
July 1, 2015
Responsabilities
Idea development Product development Market launch
Timeline
1 month for the MVP Then 5 years iterating
Overview
In 2015, I launched an MVP to address a major gap in the freestyle community. At the time, the only available option was the official Red Bull app, which fell short of users' needs. Over the years, through continuous iteration and improvements, it evolved into the most comprehensive freestyle platform. By 2020, it had become the largest freestyle app in the world, offering everything from solo training to live battles and online competitions. Today, it has over 3 million downloads across 80+ countries, with a 4-star rating and more than 9,000 reviews on Google Play.
Sad news !
As of March 2025, the app is no longer available due to lack of maintenance and the required updates from Google, which we can no longer dedicate time to. After 10 years of serving the freestyle community (2015–2025), it’s time to say goodbye. Thank you to everyone who used and supported the app over the years!
Value prop.
01
It provides all the tools for solo training and competitive battles, from performance metrics to structured practice modes, helping freestylers refine their skills.
02
Freestylers can also compete in real-time battles and online tournaments, facing opponents of all levels while gaining exposure in the community.
Research.
Field study
In this research phase, I focus on empathizing with users and understanding their needs. For this field study, I worked with a sample of 15 users and used two methods to gather insights: direct observation and qualitative interviews.
I conducted direct observation in their natural environments—parks, plazas, and homes—to understand their real processes while performing tasks.
The outcome of this phase was identifying the two main archetypes who use my product.
Diary study
In the App there are certain functionalities that require a continuous use by the user in order to correctly analyze its usability, therefore I decide to use this method to test those functionalities.
For this study I have 10 users, who have to fill in a document daily during the use of the App with the following information:
Tasks performed
Feelings
Goals
Frustrations
Usability testing
For usability testing, I recruited 10 users, following best practices by selecting 5 users from each segment defined in the field study and interviews.
The test plan included 10 tasks, objectives, location, and business case, among other details.
See the full plan here
Analysis and feedback
In the mobile app market, there is only one competitor: Red Bull. My analysis begins by downloading the app and evaluating its features from the user's perspective, assessing how well they address their needs. Next, I analyze all the reviews—both positive and negative—on Google Play to understand user desirability and identify their biggest frustrations.
A/B testing
Since launching the MVP, many iterations have been validated through this type of testing. The standard approach involves testing the new design with around 10,000 users to measure its impact compared to a control group. In this example, we tracked the average daily usage of a new feature by comparing data from group A and group B. The experiment resulted in a 98% increase in average usage of the redesigned feature, making it a great success.
| Day | A (current) | B (redesign) |
|---|---|---|
|
One |
8 |
15 |
|
Two |
7 |
16 |
|
Three |
10 |
22 |
|
Four |
9 |
16 |
|
Five |
11 |
20 |
|
… |
… |
… |
Features.
Training & practice
Users can customize their practice sessions with multiple training modes, set the duration, and choose a host to guide them. They can also use high-quality beats to improve their flow and take their freestyle skills to the next level.
Online league
Users can record their best freestyles and submit them for community voting. As they receive more votes, they climb the monthly rankings, competing against other freestylers to gain recognition and prove their talent.
Real-time battles
This was the most requested feature and the most technically challenging to develop. Freestylers can challenge each other in live 1v1 battles, facing opponents in real-time duels that test their improvisation skills. Quick thinking, adaptability, and creativity are key to winning these intense matchups
Impact.
Launched in 80 countries, the app brought freestyle training and competition to a worldwide community, making it accessible to artists of all levels. With over 5 million downloads, it became the go-to platform for freestylers looking to improve, showcase their skills, and connect with a global audience. Maintaining an average rating of over 4 stars from more than 10,000 reviews, it consistently delivered a high-quality experience, earning the trust and appreciation of its users.
Takeaway.
Building and launching a global product as a two-person team taught us invaluable lessons. From design to marketing, we had to handle everything, forcing us to prioritize and iterate quickly. Managing all aspects of the business gave us a deep understanding of both the technical and strategic sides of product creation. Despite the challenges, seeing the impact on millions of users was incredibly rewarding, and we proved that a small team with a clear vision can compete with industry giants. The experience shaped our approach to product building and community creation, with lessons that will last a lifetime.