Team
PointBreak Labs
Lauren Stallwood
Time
150+ hours
2021-2022
Roles
UI/UX Lead, Research, Prototype + Testing
Tools
Figma, Adobe Suite, Zoom
Lauren Stallwood, a former England International Women’s Rugby League player and current competitive CrossFit athlete, is also a passionate CrossFit coach and personal trainer. Known as "Loz" on social media, she has built a following of over 400k by sharing her training lifestyle, coaching tips, and personal journey.
Our project began when Lauren set out to maximize her personalized training approach and offer something unique: a customized app focused not only on daily physical training, but also on mindset development.
I worked closely with Lauren to build her brand and translate her coaching experience into a compelling mobile experience. This included developing a complete brand identity, website, designing the mobile app, and later leading a redesign to better reflect how her brand had evolved over time.
No Initial Branding
The project began without any established branding - no logos, colors, or visual guidelines. I worked to create a cohesive brand identity from scratch that reflected Lauren’s personality and resonated with her target audience. This foundation guided the app’s design and overall user experience.
Managing Complex Content and Workout Structure
Lauren’s content included multiple programs, e-books, challenges, leaderboards, and stats, creating complexity behind the scenes. The biggest challenge was turning her detailed daily workout structure,: combining workouts, strength, and warm-ups—into a fun, habit-driven, and easy-to-follow experience.
Lauren had already developed three distinct training programs: LiteLife, Lifestyle, and GritLife. Each designed with varying intensity and equipment needs. This made her programming accessible to a wide range of users, from everyday athletes to competitive CrossFitters. With that in mind, we defined our target audience as young to mid-age men and women who live active lifestyles and resonate with Lauren’s unique balance of grit and grounded coaching.
To better understand the landscape, I researched competitors like Whoop, Sweat, and Alive by Whitney, analyzing how they structured their programming easily, motivated users, and built community.
Lauren and I spent time diving deep into the name and visual identity for the app, ultimately landing on VIBE by Lauren Stallwood. We explored soft, clean visuals with a slightly feminine edge, without overwhelming the user experience. Teal and light peachy pink gradients became foundational to the brand, and I built out a full brand presentation with fonts, color codes, and usage examples so Lauren could begin pre-launch marketing with consistency and confidence.
Instagram / marketing content for social media
A core part of this phase involved designing the Workout of the Day (WOD) screens. Lauren’s programming style required a structure that was both intuitive and functional. We created wireframes showing dropdown sections for each part of the workout, with features like video demos, substitutions, personal notes, and the ability to log your score for the leaderboard. We also added a calendar toggle so users could revisit past workouts or preview what’s coming.
Since mindset was as important to Lauren as physical training, we created a daily check-in and journaling feature. Users answer custom questions, reflect through a gratitude entry, and respond to rotating morning or evening prompts.
From early on, Lauren emphasized her desire for a stats and challenge feature. I designed a custom experience around her Core Challenge, complete with point tracking for the leaderboard, bonus tasks, progress shot uploads, and a stats dashboard to help users track their own growth through the challenge.
WOD (Workout of the Day) Screens
After finalizing the layout and flow of the app, I built a prototype in Figma to mimic the user experience and allow us to test how everything was working so far. The prototype helped identify a few areas that needed refinement or were missing screens. Testing also strengthened the Challenge experience - because it was so detailed, we were able to simulate the day-by-day flow in real time, which helped us finalize the verbiage and interactions.
Links!
To drive her following to the app, we initially created a landing page for the app. This page served to spread the word, gather email lists, share the features and who VIBE is and what it offers.
Since "re-skinning" the app to further support her visual identity, we've updated the site and added more pages for her 1:1 personalized coaching and sponsors page. I included many elements from the app 2.0 designs, such as the curved shapes and gradients to make her brand cohesive from app to website.
Check it out here.
VIBE launched in February 2023 as a tool to support Lauren's 1:1 coaching and expand access to her unique style of training. The app made it easier for clients to stay connected to Lauren’s programming, mindset tools, and coaching. In addition to being a hub for her personal clients, daily training workouts for app subscribers, allowing users to experience the same intentional structure Lauren uses with her athletes.
Alongside the app, Lauren now has a fully developed brand system that reflects her energy, values, and coaching voice making it easier to scale her online presence and support her growing community.
Full Control Over Progamming
Lauren now has complete control over her daily workout programming scheduling, allowing her to add and customize workouts in real-time based on her evolving training philosophy.
Streamlined Content Management
The intuitive backend and design system reduce friction in uploading new workouts, challenges, and editing content.
Customized Personal Training
Users with a VIP subscription gain direct access to Lauren for training advice and personalized feedback, creating a more connected and tailored coaching experience.
