DEALCIRCLE Website Relaunch
Web design
·
Client project at No Agency
Turning Insights
into Strategy
To validate the necessity of liftHER, I conducted a field study at FitX Hamburg-Altona. The results from 111 female participants (predominantly aged 15–30) confirmed a significant gap in the market.
86%
of women are looking for an app that combines connection, motivation, and knowledge.
Target Group Segmentation
I identified two distinct user personas, allowing me to tailor the product experience to different levels of gym experience.
Core target group
The Experienced Lifter
Profile and mindset
These women are experienced and follow a structured, performance-driven training routine. For them, the gym is a place of discipline and self-mastery. They value efficiency and precision over generic advice.
The core need
They require tools like performance analytics and data visualization to optimize their training. Beyond data, they seek high-level exchange with like-minded women who share similar ambitions and struggles.
The “Pain”
Despite their expertise, 50% feel invisible or not taken seriously in a male-dominated gym culture. They don't need "explanations"—they need a platform that represents and validates their level of dedication.
Product strategy
Focus on community networking and data depth. The app must act as a sophisticated tool for exchange, connecting them with like-minded "power-lifters" to foster professional community growth.
Potential target group
The Aspiring Lifter
Profile and mindset
Highly motivated but prone to the "two-week drop-off." They often start with great ambition but quit once initial euphoria fades, overwhelmed by gym complexity and a lack of social accountability.
The core need
They require advanced tools like performance analytics, progress tracking, and data visualization to optimize their training.
The “Pain”
High ambition meets a lack of orientation. Feeling lost between too many options in the gym and the intimidation of a male-dominated weight area leads to them feeling like they don't "belong".
Product strategy
Focus on activation and retention. By offering low-threshold "buddy-finding" and social motivation, the app provides the "push" needed to overcome the critical two-week mark.
Strategic Pillars
The results of my research were clear: the biggest challenges for women in the gym are a lack of community, a missing safe space, and invisible progress. I translated these findings into three core product pillars:
the Insight*
60%
of women find a targeted search for training partners important or interesting.
the Insight*
59%
of women feel underrepresented or overlooked in the gym.
the Insight*
52%
see Gamification & Motivation as one of the most essential app features.
the strategy
Meaningful Connection
Instead of a generic social feed, liftHER focuses on intentional networking via a 'Buddy-Finder' and 'Topic Rooms'. I designed this to facilitate real-world synergy, allowing women to plan sessions and exchange tips without pressure.
the strategy
Verified Safety & Representation
To protect this "Safe Space," I implemented a mandatory verification process to ensure the community remains exclusively for women. This builds the trust necessary for authentic exchange and mutual empowerment.
the strategy
Progress with Purpose
By combining analytics, personal bests, and automated reminders, I create a rewarding feedback loop. I use streaks and challenges and badges to actively push users through critical plateaus and turn daily training into a long-term habit.
*Source: Primary research conducted via a quantitative survey of 111 participants at FitX Hamburg Altona; 78% of respondents are aged 15–30.
