Empowering women to move and connect.
Empowering women to move and connect.
Empowering women through movement and community.
Empowering women through movement and community.
PROJECT
Gazelles Club
ROLE
Product Designer
PLATFORM
Conceptual web app
TIMELINE
1 month
PROJECT
Gazelles Club
ROLE
Product Designer
PLATFORM
Conceptual web app
TIMELINE
1 month
Context & problem
Context & problem
Context & problem
The Gazelles Club began as an informal running group: after-work runs with colleagues who jokingly called ourselves the gazelles. Some of us were training for half marathons, while 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 lacked 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.
The Gazelles Club began as an informal running group: after-work runs with colleagues who jokingly called ourselves the gazelles. Some of us were training for half marathons, while 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 lacked 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.
The Gazelles Club began as an informal running group: after-work runs with colleagues who jokingly called ourselves the gazelles. Some of us were training for half marathons, while 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 lacked 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.
The challenge
Core challenge
The challenge
As a solo designer, the challenge was clear: how to plan and execute the design of a running and community platform from scratch, with no existing brand, users, or product. The goal was to create an empowering and approachable space for women in Amsterdam. It needed to be a place where runners of all levels could find support, stay motivated, and connect offline. To ensure a clear and organized approach, I created a roadmap to guide my process.
As a solo designer, the challenge was clear: how to plan and execute the design of a running and community platform from scratch, with no existing brand, users, or product. The goal was to create an empowering and approachable space for women in Amsterdam. It needed to be a place where runners of all levels could find support, stay motivated, and connect offline. To ensure a clear and organized approach, I created a roadmap to guide my process.
As a solo designer, the challenge was clear: how to plan and execute the design of a running and community platform from scratch, with no existing brand, users, or product. The goal was to create an empowering and approachable space for women in Amsterdam. It needed to be a place where runners of all levels could find support, stay motivated, and connect offline. To ensure a clear and organized approach, I created a roadmap to guide my process.
Design process
Design process
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
My process began with defining a clear research question to guide the project:
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 user-centered research plan. I conducted informal 1:1 interviews with women living in Amsterdam and analyzed competitor platforms to understand their strengths, gaps, and overall tone.
My process began with defining a clear research question to guide the project:
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 user-centered research plan. I conducted informal 1:1 interviews with women living in Amsterdam and analyzed competitor platforms to understand their strengths, gaps, and overall tone.
My process began with defining a clear research question to guide the project:
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 user-centered research plan. 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 ranging from casual runners to regular half-marathoners.
SAMPLE
Women, aged 25–32
Living in Amsterdam.
Their fitness habits ranging from casual runners to regular half-marathoners.
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
KEY INSIGHTS
Desire for real connection
Lack of inclusive spaces
Craving flexibility and balance
Motivation driven by encouragement, not metrics
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.
I synthesized the interview data using an affinity map to reveal patterns that shaped the design direction.
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.
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.
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
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
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 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.
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.
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 user flow and low-fidelity wireframes to ensure the experience remained light and approachable.
With a clear vision in mind, I began ideation by creating a user flow and low-fidelity wireframes to ensure the experience remained light and approachable.
With a clear vision in mind, I began ideation by creating a user flow and low-fidelity wireframes to ensure the experience remained light and approachable.
Key takeaways
Key takeaways
Key takeaways
This project taught me the importance of…
This project taught me the importance of…
This project taught me the importance of…