Belayers control a rope that ensures rock climbers’ safety as they ascend. They keep a close eye on their climber to protect them from falling to the ground. In the same way, the Belay app supports mature women who want to embrace life’s changes and tackle their everyday challenges. It encourages them to set new goals and provides support to reach each summit.

Phase one: research

Who is the target?
What are their pain points?

Meet Susan

Her story was crafted based on user research and defines the pain points of Belay’s target audience.

Susan has lived in Atlanta for fifteen years. For most of that time, she was married and maintained a successful career in accounting. Despite the struggle to find work-life balance, her daughter Lauren has always been her highest priority.

Three years ago, Lauren left home to go to college in Boston. Since that time, Susan was diagnosed with stage zero ductal carcinoma that forced her to retire early. She has also filed for a divorce from her husband of twenty-five years.

With so many years dedicated to her duties as a wife, mother, and ambitiois accountant, she didn't have time to do the things she's always loved. She stopped running, reading historical novels, and attending social events with friends. She has lost her sense of self and currently struggles to find meaning in everyday life.

Susan is financially stable, but her lack of purpose leads her to spend most of her time watching TV and browsing Facebook without engaging in substantial interactions.

The years she dedicated to her family and career, prevented her from forming a strong support network outside of her daughter, Lauren and brother, Jeff—both of whom live outside of Atlanta.

Pain points

Susan is facing monumental challenges that disrupt her everyday live
A long time ago, Susan prioritized her career and family over the things she has always been passionate about. In the passing years, she lost her sense of self.
Susan is disconnected from society
Susan does not have a strong support network

Phase two: user flows

These outlines were developed to break down the interactions and screens in the Belay app. They ensure that each interaction has a purpose and ultimately helps the user solve for their pain points.

Phase three: wireframes

Each wireframe underwent multiple iterations of the following analysis. The purpose and functionality were defined prior to user testing. Users navigated the app and gave feedback on each screen. Opportunities for refinement were identified based on their experiences.

View Full Process Book

Phase four: brand identity

The Belay brand connects with mature women who want to embrace life’s changes and tackle their everyday challenges. The name of the app introduces this metaphor while key design elements and subtle messaging reinforce that underlying narrative.

Splash screen logo animation

The logo resembles the rope that belayers use to support their climbers. The logo animation reinforces that connection by visualizing the motion of tying and tightening the rope. The playful bounce and slide brings a bright energy to the user experience before they begin their journey.