ROLE
Founder & Product Designer
TIMELINE
2022–2026
TEAM
3 co-founders: brand & product, social, sales
SCOPE
Brand, community, research, app (UX/UI)
BOLDER was born to break the rules of how sport is sold to women. It started as a clothing brand, became a community, and only then became an app. Each format came from what the one before taught us.
2022
Clothing brand
Identity, photography and a first collection.
2023
Community
Running, pilates and talks. Pop-ups across Spain and in Paris.
2024
Research
20 interviews and surveys at our own events.
2025
App beta
A first, simplified version tested with 50 women.
Sport sold as a way to reach an ideal.
The idea came from conversations with friends and our own experience. Our events turned it into evidence: many women trained to change their bodies, not to feel good, and the apps they used pushed the same message through pace, records and comparison.
HOW WE RESEARCHED
100 interviews
Women from our events: regular athletes, beginners and social runners.
Surveys at events
Short questionnaires after each session.
Field observation
Two events a month showed who came, why, and who came back.
App benchmark
Strava, Nike Run Club and others.
Brand principles as product rules.
I built the brand first and designed the app alongside it. Every brand principle became a product rule that shaped what went into the app.
Our community was our test lab.
We built a first version and put it in the hands of 50 women from our community.
Heatmaps showed where they tapped, where they got stuck and what they ignored.
FROM SKETCH TO SCREEN
Every flow was mapped in wireframes before we built anything. Drag to compare.
WHAT WENT INTO THE BETA
BUILT IN FULL
Community, events, run tracking, basic classes
The minimum to test the core idea.
BUILT, BUT BASIC
Nutrition, mindset, personalised suggestions
There, but kept simple.
DESIGNED, NOT BUILT
Safe & lit routes
Ready for when the beta proved itself.
01
First version
Community, events, run tracking and basic classes. Nothing more.
02
50 women tested it
Heatmaps showed where they tapped, got stuck or gave up. We talked to them at our events.
03
Four changes
What we learned became the key decisions below.
V1 · HEATMAP
Where women tapped in the first version.
TEST · [WHAT WAS TESTED]
One line on what this test showed.
04 · KEY DECISIONS
Four decisions that shaped the product.
Testing the first version led to four changes. Each one came from what women did and told us, and each one meant giving something up.
05 · ONE BRAND, MANY FORMATS.
One brand, built to live anywhere.
BOLDER had to work on clothing, at events and inside an app. I designed one identity flexible enough for all three, so it always felt like the same brand, wherever you met it.
01 · CLOTHING
On the street
Bold type and real women, made to be worn to training and beyond.
02 · EVENTS
In real life
Posters, pop-ups and runs across Spain and Paris, where the community met.
03 · APP
On your phone
The same voice and photography, turned into an interface.
THE SAME BRAND IN EVERY FORMAT
Three things never changed, so it always looked and sounded like BOLDER.
01 · SAME TYPE
Aa
Herokid
One typeface, everywhere
Herokid on the T-shirts, the event posters and every screen title in the app.
02 · SAME KIND OF PHOTOS
Real women, training.
Women from our community, not models, in campaigns, at events and in the app.
03 · SAME VOICE
One way of talking.
Short, warm and direct, from the brand claim to “Let’s go!” before every run.
06· WHAT I LEARNED
Three years, one community, three lessons.
In three years BOLDER held two events a month with around 30 women each, ran pop-ups across Spain and in Paris, and partnered with running clubs. The app beta reached 50 women, who shaped its first changes.
01
Focus, one step at a time.
We opened many fronts at once. Today I’d close one well before starting the next.
02
Your customer has the answers.
The biggest changes came from listening to the women who bought, ran and came back.
03
Brand can shape product.
A clear purpose works as a framework for product decisions, not just a visual identity.