Case Study: Endurance Group

Endurance Group is a leading startup on the sports tech industry focused on helping coaches and athletes to improve their performance. Like many IT focused startups, their ecosystem has grown without a design system, resulting in a difficult software for their users.

They have different tools for this purpose. The ecosystem is made up of: informative web with the blog that is cured by very known professional coaches and doctors, Endurance tool: a management tool for coaches to get in touch and guide their athletes (with high technical level of details in the training schedule but so difficult to understand for new adopters) and University, the courses platform support by several educational organization internationally known and respected. Finally, the mobile application that was the focus of our recruitment and that constitutes the tool that athletes use to visualize daily their training plan proposed by the coach, connected to the measuring devices that record feedback of what the athlete performed in each training session. They are incubated by an organization that required them to improve the user experience on the platforms and the deadline for the first changes to their product was by least than 2 month.

We started collaborating with the Endurance Tool team late in September for a redesign of the Endurance Group ecosystem mobile application. Our first task, as in all the new projects that recruited our work, was to make a report to analyze the current ux situation and propose viable solutions by time and budget. So we started and right after the first view of their page (the main site where they sold, got leads and inform about their product) was a classic ux nightmare. We understand a lot of the problems that they were having because: 1. the information wasn’t direct to the main customer (coaches) and it wasn’t organize in any way, 2. The website was made up of different domains that only managed to confuse more the visitor, for example, blog was a total different domain that the homepage, and the courses platform in another as the tool for managing the athletes. 3. Not only the information was difficult to understand but a lot of the assets used to communicate as the buttons, or patterns in the platform, make everything confusing and they were losing a lot of customers for this reason. 4. Majority of their new users get lost in the fist touch with Endurance tool, having 2 paths: get in touch with customer service (available for technical issues but they were having simple or basic consultations) or read the 60 pages user manual (not that user friendly).

We had several meetings with the team but they had not analyzed the different paths that users were following, so we decided through the data provided, to assemble two user person for each profile (expert coach, new coach and athlete/student and athlete). After assemble the user persona, we imagine possible paths for all of them. This is an example of the Expert Coach, that resume the activity in all of the profiles.

So we made the report and give them a list of the critical issues that they were having from a ux perspective.

  • Definition and use of a design system: for example Material Design -
  • Sort information according to user priorities (Which user is the most important and economically beneficial)
  • Hierarchy of buttons (build a library of button states and respect it)
  • Provide direct access from home
  • Give information about current users testimonials (present only in landing) [unify content]
  • Avoid redirections between different domains
  • Migrate blog to web sections and make blog part of main website
  • Log in with social media
  • On boarding for profile (before access to the platform)
  • Once entered provide help through notifications (ideal an on boarding for basic start-up actions) or starting with tooltips for elements
  • Explanatory labeling of menu categories
  • Provide more visible information and avoid dropdowns
  • Notifications merged into a single icon and if needed filters to use once entered in the section, because on the platform the notifications were so many that they were segmented into 5 confusing and redundant icons


Although hiring our team went directly to redesign the mobile application, our work as a ux team had to make an assessment of the overall situation. We propose to redesign the web, then the platform, and finally the mobile app. We made simple math: main customers are coaches, and they are the only one that pays you.. What if we made simpler their experience and then we improve the overall ecosystem? They accepted to walk this progressive path and we had several conversations and interviews with expert coaches to identify the main problems that they were experimenting:

  1. Understand the difference between the tool and the ecosystem
  2. Log in
  3. First steps in the platform
  4. Main actions
  5. Visualize the plan the coaches were subscribe to

Our experience make us choose simple tools to resolve simple problems. Why to develop from scratch an institutional web, having to spend resources and money designing every part and make it work, instead of using shortcuts like installing a template in Joomla and editing it at ease and looking like? So we did it. The developing team, spend less time than redesigning everything from scratch and the all design system was already present, making it easier also for us to propose more improvements.

The next step was thinking small changes that will make the navigation or the first contact with the platform more user friendly, like changing labels that were not understood, limit the technical language to the specific area where they were needed, and make buttons and access more simple and available. This small changes made a difference but the main problem was that confused user didn't know how to proceed. Then, creating an inclusive Endurance Tool was established as a new priority. The result of many meetings was to design a panel, like a hub different for athletes and coaches, but easier to understand.  

The App

Our first touchpoint with the project and our last project, in real facts. This was the last step in our collaboration with the Endurance Group Team. We decide to redesign it completely. Something easier and integrated with the blog, that was a great source of content, but not famous enough to be the daily information to our users.

  • Notifications easy to read and filtrate
  • Calendar more net and free of to much information (like was before)
  • Training plan easy to visualize per day or week or quantity days

Currently, the development team is working on implementing the experience we designed for their users, progressively according to their resources. Endurance Group CEO, Federico Fader, said about our collaboration:

"My personal experience working with Southern Code was very good. In my case, the collaboration was 100% remote.
I can highlight the quality of the attention, the layout, the speed and quality of the designs, as well as their presentation." 

Although the first stage of our intervention with the Endurance Group team is over, we look forward to working together in the future, accompanying them in their growth and optimizing design and conversion.