Turning Athletic Potential Into Actionable Data.

iSTEAM began with the ProPath founders' mission: raise the level of athletics across the African region, starting in schools, by giving coaches a way to measure what they were seeing. FrixB took it from research to shipped product — ground-level user research across four distinct roles, end-to-end UX and UI, and the full mobile and web build.

Talent goes undetected when the data is scattered.

In underserved regions especially, promising athletes stay invisible because scouting runs on guesswork and performance data lives nowhere in particular — a coach's notebook, a parent's memory, a recruiter's word of mouth. The talent exists. The record of it doesn't, so the opportunity never reaches the athlete.

1. Designed role-first, not feature-first: Rather than one interface with permissions layered on, we designed each role around the single job it comes to do: coaches record, recruiters compare, parents follow, academies oversee.
2. Made capture survive the pitch: Performance entry was designed for one hand, in sunlight, mid-session. If capture fails in the field, everything downstream is empty.
3. Built a design system before scaling screens: With two platforms and four roles, a shared component system was the only way to keep the surface coherent and it made the build materially faster.
4. Kept one canonical record underneath: A recruiter acts on the data only if they trust how the coach entered it, so every role reads from the same athlete record rather than its own copy.

Ground-level research across all four roles came first, then role-specific design on a shared system, then the mobile and web builds — one team throughout, so what we learned pitch-side survived into production. AI assists the mechanical early passes; the judgement calls and the final craft stay human.