The Sufferfest
In-House Designer
Overview
David McQuillian conceptualized the idea for The Sufferfest, an app aimed at helping cyclists overcome the monotony of indoor training to achieve success in fitness goals or races. I was invited to join the team to work on the user interface and assist with enhancing the brand. The business began by selling workout DVDs but later transitioned into a subscription-based multi-platform training app that included training plans, access to coaches, and multiple workout disciplines.
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. The initial drafts were tested in-house and began the design process. We contacted beta users to gather feedback once we had a few internal builds. 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 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
Trainer Road partnered with Sufferfest to deliver workouts on their platform for a period of time. The relationship degraded when they uploaded workout profiles without permission. Zwift, the number one indoor cycling training platform, had created an immersive 3D game-like experience that drew a 2/3rds of the market. Their clientell targeted cyclist who just wanted to ride with something in front of them when the weather was bad for cycling. However, churn was significant, and Trainer Road and Sufferfest were primed to pick up the stragglers.
Sufferfest catered to cyclists who wanted to improve their numbers and ride faster. Trainer Road also did this; however, they chose to only supply a workout graph. This allowed Sufferfest to stake a claim on a slice of the market with no competitors.
We started designing a workout platform with an immersive experience and quality sports science-based workouts.
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