SOCIAL RUNNING COMMUNITY FOR WOMEN
A Community Running App for girls in Amsterdam
Context
When I started shaping the idea for Gazelles Club, I realized that most running communities in Amsterdam were built around expats or centered on performance. But many women I spoke to were looking for something different: a space to stay active, feel motivated, and grow without pressure.
I wanted to create a concept that balanced determination and support: a place where women could run together, set personal goals, and build confidence as a community.
The idea actually started informally, when my colleagues and I would plan runs after work and jokingly called ourselves the gazelles. It felt playful, light, and strong: the kind of energy I wanted to share with others.
The goal was to design a running community and app that made space for movement, connection, and confidence.
My role
The challenge
The challenge was to create a running community app from scratch, with no existing users or brand. I needed to design something that felt empowering yet approachable for women in Amsterdam, balancing casual runners with those aiming for consistency.
Key challenges included:
Designing for empowerment, not competition
Encouraging participation in real-life events
Building trust with no prior community
Design process
The design process for Gazelles Club was iterative and user-centered, focusing on creating a seamless, empowering experience for women runners. I followed a structured approach, starting from research to final design, to ensure the app would meet user needs and foster a supportive community.
Phase I:
Empathyze
Our first step was to outline the research question that would guide our research plan:
How might we create a running community that empowers women in Amsterdam to stay active, set personal goals, and connect with others?
To understand users' needs, I conducted user interviews with people who had recently planned bachelor parties or baby showers. I also analyzed competitor platforms to understand where they succeeded and where they fell short.
SAMPLE:
Bachelor Party Planners: Typically 25-40 years old, seeking to coordinate high-energy events with multiple vendors and activities.
Baby Shower Hosts: Primarily 28-40 years old, focused on creating intimate, personalized celebrations with simple but impactful planning.
KEY INSIGHTS:
Users appreciated an app that simplified event organization, offering a personalized experience without overwhelming them.
Bachelor party planners valued vendor suggestions and activity tracking, while baby shower hosts preferred vendor discovery and guest list management features.
The app reduced the time spent on planning, helping users stay on track and within budget.
Phase II:
Definition
From the insights gathered, I defined the problem as: How might we create an app that simplifies event planning while giving users enough flexibility to personalize their experience? I developed a roadmap that focused on key features such as guest management, budget tracking, and seamless vendor discovery.
HYPOTHESIS:
“If we create an app that balances ease-of-use with customization, users will feel more confident in their ability to plan memorable and organized events without feeling overwhelmed.”
Phase III:
Ideation
I brainstormed various features that could help simplify the planning process while keeping the app fun and engaging. This included budget tracking tools, guest list management, activity recommendations, and vendor discovery. I created multiple wireframes for these features and iterated on the design based on feedback from user testing.
KEY FEATURES:
Guest list management: Easy invites, RSVPs, and tracking of guests.
Vendor discovery: Browse and book vendors with integrated reviews.
Budget tracking: Monitor and allocate expenses for different event categories.
Phase IV:
Design & Prototype
Once wireframes were tested and validated, I moved on to creating high-fidelity designs. I wanted the design to feel elegant and approachable, so I opted for a minimalistic style with soft colors and intuitive icons. The design was tailored to both bachelor parties (with bold and energetic accents) and baby showers (with calming, pastel tones). The app's flow was designed to be user-friendly and effortless. I built an interactive prototype to demonstrate the event planning experience, from creating an event to finalizing the details.
Phase V:
Test
I conducted usability testing with a small group of users to identify any friction points in the design. Through user feedback, I refined several features, such as the vendor booking process and the guest list interface, which led to a more intuitive and seamless experience. Testing revealed that users wanted a clearer way to track event progress, so I added a progress bar to show how far along the event planning was.
Key takeaways
This project taught me the importance of balance—balancing simplicity with the flexibility for users to make events their own. Users value personalization, but the planning process also needs to remain clear and organized. I also learned that visual cues and interactive elements are key in making the planning process feel intuitive. Through user testing, I gained valuable insights into how users interact with the app, which led to improved designs and smoother workflows. Most importantly, I realized that elegant design can help reduce the stress of event planning, making it more enjoyable and efficient for users.