The Sufferfest
Design an App + Community
Overview
The Sufferfest was an application conceptualized by David McQuillian to help athletes combat boredom while training to win races. I was recruited for the small team to design the user interface and help develop the existing brand. The company initially started by selling workout DVDs and then moved to a cross-platform subscription-based training application.
Approach
To begin our project, we conducted research on other companies in the market. We then developed a strategic plan and proceeded to create prototypes and wireframes. We tested the initial drafts in-house and began the design process. Once we had a few internal builds, we reached out to beta users to gather feedback. We tested the application every night after work, while working on the design during the day. A few months later, we were in great shape. Rinse and repeat for several years. As the company grew and we had a larger budget we hired on a few other designers, integrating more steps to ensure a better product. Eventually the application was rebranded into Wahoo SYSTM. Read the Wahoo SYSTM Case Study(coming soon).
Research Results
Trainier Road had partnered with Sufferfest in the past and Zwift had a larger portion of the market, but no one was able to scale the wor
Brand Identity
We wanted the logo to represent the wild: wilderness, mountains, bravery, and exploration. We chose the compass G. It best resonated with the stakeholders and performed very well with the testing group.
Products
Working with their team has been a great experience as I designed an array of items such as t-shirts, bike frames, and stickers based on their ideas. It has been an enjoyable and exciting project to be a part of.
Results
The client's brand has been gaining momentum gradually. They were very pleased with the work done, and things are looking positive for their business.
Lessons
Through this project, I was able to gain a better understanding of social media strategy. I delved into the topic and acquired new skills in the field of social marketing, including language positioning, audience generation, and conversion optimization. Prior to this project, social media strategy had been somewhat of a mystery to me, but now I feel more confident in my abilities in this area.
Let's Talk
Book a chat with me to discuss how we can achieve great results for your company.
Neither he who plants nor he who waters is anything, but only God who gives the growth.
1 Corinthians 3:7