Demotivation is an important reason for drop-out among novice female runners. To investigate how to design to overcome demotivation, a runner's journey is proposed based on a series of qualitative and quantitative studies. In this journey it is visible that the phases prior and after the run are also important to consider, besides the run itself.
Within the qualitative studies, participants indicated the moment of getting dressed as a tipping point when going for a run. When someone is dressed, she will go running. An interesting design opportunity might therefore be to shift the aim from motivating runners to go for a run to motivating them to get dressed and lower the eventual threshold to go for a run.