Overview
Lauren Stallwood is a previous England International Women’s Rugby League Player, current worldwide Competitive Crossfit Athlete, passionate Crossfit Coach, Personal trainer. Known on social media as Loz, with over 400k followers, she shares her training lifestyles, coaching tips, and her journey.
Our project began when Lauren wanted to maximize her personalized training and offer something that a lot of trainers don't: a customized app focused on daily training on mindset.
I worked closely with Lauren on building her brand and bringing her coaching experience to life on a mobile landscape.
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.
Initial logo / app icon concepts in Figma.
Instagram / marketing content for social media
Wireframing & Layout Phase
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
Prototyping Phase
To bridge the vision and flow, I built a Figma prototype that our development team could reference throughout build, ensuring the flow, interactions, and design choices stayed true to the designs.
Links!
Website & Marketing Phase
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.
Launch
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.
