Running app for women*
As Lead Product Designer at a startup creating a running app for women, the mission was clear: shape a product that not only worked but actually resonated.
The challenge? Syncing personalised training plans with her menstrual cycles while making sure the app didn’t look or feel like every other cookie-cutter fitness tool out there.
With a bold design strategy that balanced business goals with empowering, personalised health insights, a brand was created that stood out for all the right reasons.
Seamless user experience? Check.
Intuitive user flows? Absolutely.
Collaboration across teams? Naturally.
The result: a product that women actually want to use, because it’s built for them—from UX down to the finest details.
“Don’t make me be my own coach”
Who is she?
Let’s get real: understanding our user goes way deeper than just slapping on some demographic data.
Our user is Committed Hannah.
She’s the type of runner who laces up her shoes not just for fitness but for the joy of it, and because running keeps her sane in a chaotic world. She’s chasing personal records, yes, but also that mental clarity that comes with a good, sweaty run. And here’s the kicker—Hannah’s also pretty fed up with how the fitness world (and let’s be honest, the patriarchy) hasn’t exactly made space for women like her.
So why does it matter for design and the business? Because when you know Hannah, you know what drives her—and what frustrates her. She’s juggling work, relationships, and everything else life throws at her, but she still finds time to get those miles in. She’s using apps like Strava, but they’re too impersonal, too “one-size-fits-all.” What she needs is something that actually gets her—an app that syncs with her cycle, meets her where she is, and doesn’t make her feel like an afterthought.
By nailing down exactly who "Committed Hannah" is—her passion for running, her frustrations with the fitness world, and her need for something more—we designed a product that fits seamlessly into her life and speaks directly to her. And when she feels seen, she sticks around. That’s how we win—by knowing exactly who she is, what she needs, and delivering on it.
“Amy’s leadership on the persona project has had a hugely positive impact across the entire business. As the marketing lead, I’ve been able to refine our messaging to address the core frustrations and desires of our target users, adapting comms throughout the user journey. This level of insight has not only allowed us to better connect with our audience but also align marketing strategies with product, driving more cohesive, user-focused outcomes across the board.”
