# MUOV

Creative direction, product design, AI, leadership and digital thinking by Craig Jamieson.

We brought MUOV’s unique indoor cycling experience to life with an immersive 3D app that replicates real-world cycling routes.

- **Client:** MUOV
- **Location:** United Kingdom
- **Industry:** Fitness Technology
- **Company:** MOHARA
- **Title:** Chief Design Officer
- **Year:** 2022 – 2024
- **Responsibilities:** Design Direction, Design Strategy

### The challenge

MUOV introduced the first tilt-enabled indoor bike, designed to recreate real cycling movement. To support it, they needed a companion app that blended immersion, accuracy, and performance.

![](https://craigjamieson.netlify.app/img/muovride.png)

### My role

As Chief Design Officer at MOHARA, I led the design of a 3D ride experience that tracked real-time metrics and mirrored actual cycling routes.

![](https://craigjamieson.netlify.app/img/muovmobile.png)

### What we made

The visual environment was paired with a minimal interface, letting riders stay focused while still seeing what mattered. We worked closely with cyclists to refine the experience, balancing on-screen data with flow, and iterating based on feedback.

![](https://craigjamieson.netlify.app/img/muovplatform@2x-900x556.png)

### The impact

The result was a serious training tool built for people who ride. Not a simulation. A system that worked in motion.

[Back to work](https://craigjamieson.netlify.app/work/)