Overview
Gazelles Club is a conceptual platform that helps women connect offline through movement. Rather than focusing on speed, competition, or data, it invites users to join a welcoming, pressure-free community where movement becomes a way to build relationships and support both mental and physical well-being.
Core challenge
Feeling intimidated or excluded from performance-focused communities.
Hesitation to join offline events without knowing other attendees.
As a solo designer, I created a roadmap to guide research, ideation, and prototyping throughout the project.
Design process
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:
Discovery & Research
SAMPLE
Women, aged 25–32
Living in Amsterdam
Their fitness habits ranging from casual runners to regular half-marathoners
KEY INSIGHTS
Desire for real connection
Lack of inclusive spaces
Craving flexibility and balance
Motivation driven by encouragement, not metrics
I synthesized the interview data using an affinity map to reveal patterns that shaped the design direction.
Phase II:
Definition
Building on my research, I defined a clear vision for Gazelles Club, focusing on the core idea and value proposition that would guide the product’s purpose.
Core Idea:
Gazelles Club is a web platform offering gentle structure, in-person runs, and social events for women who want to move with intention and build meaningful connections.
Value Proposition:
A motivating, safe space for women to grow through movement and community, not to compete.
HYPOTHESIS
If Gazelles Club provides a supportive, low-pressure space with accessible offline runs and social activities, then women in Amsterdam will feel more motivated to stay active and build meaningful connections through movement and community.
We will know this is true when we observe:
Engagement: Number of women joining offline runs/events
Retention: Frequency of return participation over weeks/months
User feedback: Feedback indicating motivation and connection
Community growth: Number of new users signing up through referrals or word of mouth
Based on recurring themes across user interviews and affinity mapping, I created two user personas to represent core audience mindsets. These personas helped guide design decisions, ensuring the product stayed grounded in real-world needs and motivations.
Based on the core mindsets of our user personas, I designed a low-friction user flow to meet them where they are. Users can enter the website and immediately begin exploring our offerings. For paid products, we made the conscious decision to defer the sign-up and login process until checkout to reduce friction and encourage browsing.
This journey is divided into two key funnels: a primary funnel for new users and a secondary flow for existing members. A positive experience with a free run is designed to lead to engagement with paid offerings, while a positive experience with our products leads to user retention and advocacy.
Phase III:
Ideation
With a clear vision in mind, I began ideation by creating a mobile-first user flow and low-fidelity wireframes to ensure the experience remained approachable, and intuitive for our users.
Phase IV:
Design & prototype
Based on the wireframes and user flows, I created the final high-fidelity designs and a working prototype. The goal was to build a clean and modern interface that is both functional and on-brand.
Impact and learnings
Reflecting on this project, I identified several key learnings that will guide my future work:
1.
As a solo designer, the challenge was to do a full project from start to finish. I made a clear plan and used Notion to organize my work. This was key to finishing the project on time.
2.
This project reinforced for me the value of a simple, low-friction user experience. I learned that by removing barriers and making the first step as easy as possible, a product can build trust and encourage users to engage with more valuable offerings.
3.
This project reminded me of my goal as a designer: to make things better for people. Based on my own experience in Amsterdam, I used design to create a safe space for people to feel connected.