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Amit Kalra

MA work

GROOVE: Creating a Lifetime of Fitness Habits

Chronic diseases are on the rise. The World Health Organization expects the prevalence of such diseases to increase by 57% by 2020. The onset of chronic diseases, such as diabetes, obesity, mental health and others are understood to be greatly affected by lifestyle choices. While there are many programs, applications, gyms and services available, according to the NHS 65% of the population in the UK is overweight or obese, increasing the likelihood of lifestyle diseases.

Our final project, Groove, has taken the form of preventative health through fitness in order to reverse this trend. Groove hopes to combat these rises in lifestyle diseases by utilizing advances in behavior change research, current social and cultural trends, and market opportunities.

After speaking to experts, users and researching the effect fitness habits have on chronic disease, we created the opportunity statement:

How might we empower future (Gen Z) semi-active users to create fitness habits while fulfilling their social and experience needs?

Our service, helps users that are getting less than the 150 minutes of aerobic exercise recommended by the NHS, avoid excuses for working out, addresses the notion of “exercise is work”, and delivers the right fitness information and knowledge at the right time for our users. We address these issues with the use of an exercise curator, visual feedback through Groove Insights and augmented reality based life logging. Our service also includes nudges to help develop fitness habits. Using these tools, we hope to create a lifetime of fitness habits for our users.


  • MA Degree


    School of Design


    MA Service Design, 2017

  • My most rewarding experiences at the RCA have involved working with multidisciplinary teams that bridged divides between user, policy, and market needs, while helping organizations frame how they approach problems and opportunities. 

    My final project has taken the form of preventative health through fitness. I sought to utilize advances in artificial intelligence and IoT, sociocultural trend and take advantage of some of the latest behavior change research to create a lifetime of fitness habits for users. 

    Previously, I have worked in cancer diagnostics facilitating service delivery and defining and executing strategy in the Asian market. I have also worked in the United States Senate crafting global competitiveness policy and legislation.

  • Degrees

  • BA Philosophy, University of Hawaii at Manoa, 2007
  • Experience

  • Service design strategist, Various Projects, 2016–2017
  • Exhibitions

  • Imperial Fringe Festival, Imperial College, London, 2017; Work in Progress Show, Royal College of Art, London, 2017; Work in Progress Show, Royal College of Art, London, 2016