app that empowers women to move, connect, and grow
Building a Women’s Community Through Running & Connection
COMPANY
Gazelles Club
ROLE
Product Designer
PROJECT TYPE
App
TIMELINE
1 month
COMPANY
Gazelles Club
ROLE
Product Designer
PROJECT TYPE
App
TIMELINE
1 month
Context
Gazelles Club began informally: after-work runs with colleagues who jokingly called ourselves the gazelles. Some of us were training for half marathons. Others only ran to catch the bus. But what mattered was how we showed up for each other. No pressure, no competition: just support, movement, and connection.
As the idea took shape, I realized something deeper: most running communities in Amsterdam rarely offered a space that felt truly supportive, inclusive, and designed with women in mind.
I wanted to design something that reflected our energy: playful, light, and strong. Gazelles Club is a web app where women can discover and join offline runs and social activities to build confidence and connection through movement.
Gazelles Club began informally: after-work runs with colleagues who jokingly called ourselves the gazelles. Some of us were training for half marathons. Others only ran to catch the bus. But what mattered was how we showed up for each other. No pressure, no competition: just support, movement, and connection.
As the idea took shape, I realized something deeper: most running communities in Amsterdam rarely offered a space that felt truly supportive, inclusive, and designed with women in mind.
I wanted to design something that reflected our energy: playful, light, and strong. Gazelles Club is a web app where women can discover and join offline runs and social activities to build confidence and connection through movement.
Gazelles Club began informally: after-work runs with colleagues who jokingly called ourselves the gazelles. Some of us were training for half marathons. Others only ran to catch the bus. But what mattered was how we showed up for each other. No pressure, no competition: just support, movement, and connection.
As the idea took shape, I realized something deeper: most running communities in Amsterdam were either performance-focused or centered around expat life. But many women I spoke to wanted something different: a space to stay active, feel motivated, and grow at their own pace.
I wanted to design something that reflected our energy: playful, light, and strong. Gazelles Club is a web app where women can discover and join offline runs and social activities to build confidence and connection through movement.
My role
This was a self-initiated concept, so I owned the full scope of the project: from early user research and interviews to UX strategy, UI design, and prototyping. I treated it like a real product, grounded in real user needs and validated through an iterative, design-led process.
This was a self-initiated concept, so I owned the full scope of the project: from early user research and interviews to UX strategy, UI design, and prototyping. I treated it like a real product, grounded in real user needs and validated through an iterative, design-led process.
This was a self-initiated concept, so I owned the full scope of the project: from early user research and interviews to UX strategy, UI design, and prototyping. I treated it like a real product, grounded in real user needs and validated through an iterative, design-led process.
Project planning
As a solo designer, I needed a clear and structured approach to stay focused, self-motivated, and accountable. I created this roadmap at the start to guide my process.
As a solo designer, I needed a clear and structured approach to stay focused, self-motivated, and accountable. I created this roadmap at the start to guide my process.
As a solo designer, I needed a clear and structured approach to stay focused, self-motivated, and accountable. I created this roadmap at the start to guide my process.
The challenge
How do you design a running app and community from scratch, with no brand, no users, and no prior product?
The goal was to create a space that feels empowering yet approachable for women in Amsterdam, where runners of all levels can find support, stay motivated, and connect offline.
Key design challenges included:
Designing for empowerment, not competition
Encouraging participation in offline runs and social events
Building trust and community from the ground up
How do you design a running app and community from scratch, with no brand, no users, and no prior product?
The goal was to create a space that feels empowering yet approachable for women in Amsterdam, where runners of all levels can find support, stay motivated, and connect offline. Key design challenges included: Designing for empowerment, not competition Encouraging participation in offline runs and social events Building trust and community from the ground up
Key design challenges included:
Designing for empowerment, not competition
Encouraging participation in offline runs and social events
Building trust and community from the ground up
How do you design a running app and community from scratch, with no brand, no users, and no prior product?
The goal was to create a space that feels empowering yet approachable for women in Amsterdam, where runners of all levels can find support, stay motivated, and connect offline. Key design challenges included: Designing for empowerment, not competition Encouraging participation in offline runs and social events Building trust and community from the ground up
Key design challenges included:
Designing for empowerment, not competition
Encouraging participation in offline runs and social events
Building trust and community from the ground up
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.
I followed a structured approach, starting from research to final design, to ensure the app would meet user needs and foster a supportive community.
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
The first step was to define a clear research question to guide the process:
How might we create a space where women in Amsterdam can stay active, feel motivated, and connect meaningfully, beyond performance or pressure?
To answer this, I developed a research plan to guide a user-centered approach. I conducted informal 1:1 interviews with women living in Amsterdam and analyzed competitor platforms to understand their strengths, gaps, and overall tone.
The first step was to define a clear research question to guide the process:
How might we create a space where women in Amsterdam can stay active, feel motivated, and connect meaningfully, beyond performance or pressure?
To answer this, I developed a research plan to guide a user-centered approach. I conducted informal 1:1 interviews with women living in Amsterdam and analyzed competitor platforms to understand their strengths, gaps, and overall tone.
The first step was to define a clear research question to guide the process:
How might we create a space where women in Amsterdam can stay active, feel motivated, and connect meaningfully, beyond performance or pressure?
To answer this, I developed a research plan to guide a user-centered approach. I conducted informal 1:1 interviews with women living in Amsterdam and analyzed competitor platforms to understand their strengths, gaps, and overall tone.
SAMPLE
Women, aged 25–32, living in Amsterdam. Their fitness habits ranged from casual “run-for-the-tram” runners to regular half-marathoners.
SAMPLE
Women, aged 25–32, living in Amsterdam. Their fitness habits ranged from casual “run-for-the-tram” runners to regular half-marathoners.
SAMPLE
Women, aged 25–32, living in Amsterdam. Their fitness habits ranged from casual “run-for-the-tram” runners to regular half-marathoners.
KEY INSIGHTS
Desire for Real Connection / Lack of Inclusive Spaces /
Craving Flexibility & Balance / Motivation, Not Metrics /
Digital Clutter Creates Friction
KEY INSIGHTS
Desire for Real Connection / Lack of Inclusive Spaces /Craving Flexibility & Balance / Motivation, Not Metrics /Digital Clutter Creates Friction
KEY INSIGHTS
Desire for Real Connection / Lack of Inclusive Spaces /
Craving Flexibility & Balance / Motivation, Not Metrics /
Digital Clutter Creates Friction
To organize and synthesize the interview data, I created an affinity map categorizing key themes such as frustrations, motivations, needs, and expectations. This process helped reveal core patterns that informed the design direction. You can explore the full affinity map.
To organize and synthesize the interview data, I created an affinity map categorizing key themes such as frustrations, motivations, needs, and expectations. This process helped reveal core patterns that informed the design direction. You can explore the full affinity map.
To organize and synthesize the interview data, I created an affinity map categorizing key themes such as frustrations, motivations, needs, and expectations. This process helped reveal core patterns that informed the design direction. You can explore the full affinity map.
Phase II:
Definition
Many women in Amsterdam (both locals and expats) struggle to find a running community that feels supportive, flexible, and motivating. Existing apps are often too competitive or impersonal, making it hard to stay consistent or connected. There’s a need for a space that encourages personal growth, real-life connection, and a balanced, active lifestyle, without pressure.
Many women in Amsterdam (both locals and expats) struggle to find a running community that feels supportive, flexible, and motivating. Existing apps are often too competitive or impersonal, making it hard to stay consistent or connected. There’s a need for a space that encourages personal growth, real-life connection, and a balanced, active lifestyle, without pressure.
Many women in Amsterdam (both locals and expats) struggle to find a running community that feels supportive, flexible, and motivating. Existing apps are often too competitive or impersonal, making it hard to stay consistent or connected. There’s a need for a space that encourages personal growth, real-life connection, and a balanced, active lifestyle, without pressure.
HYPOTHESIS
We believe that by creating a simple, welcoming website centered on offline events and emotional connection, women will feel more motivated to stay active and return regularly. Not for performance, but for joy, balance, and community.
We will know this is true when we observe:
Increased participation in events
Positive feedback about the app
Strong retention from both casual and regular movers
HYPOTHESIS
We believe that by creating a simple, welcoming website centered on offline events and emotional connection, women will feel more motivated to stay active and return regularly. Not for performance, but for joy, balance, and community.
We will know this is true when we observe:
Increased participation in events
Positive feedback about the app
Strong retention from both casual and regular movers
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 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 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.
Phase III
Ideation
After identifying the core needs, pain points, and motivations from user interviews, I began exploring how Gazelles Club could bring those insights to life. The goal wasn’t to create another running tracker or fitness app, but a simple, empowering tool to help women discover and join offline running events with a social twist in Amsterdam.
After identifying the core needs, pain points, and motivations from user interviews, I began exploring how Gazelles Club could bring those insights to life. The goal wasn’t to create another running tracker or fitness app, but a simple, empowering tool to help women discover and join offline running events with a social twist in Amsterdam.
After identifying the core needs, pain points, and motivations from user interviews, I began exploring how Gazelles Club could bring those insights to life. The goal wasn’t to create another running tracker or fitness app, but a simple, empowering tool to help women discover and join offline running events with a social twist in Amsterdam.
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.
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.
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.