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B2B Business Coaching website & web app design


As a Product Designer Consultant, I collaborated with the leading Business Coaching in France, Linkup, to re-design their brand image, Logo, website & web app learning platform, as part of a new digital transformation-led growth strategy.

What is it?

I designed a fully working and online coaching platform website, that allows businesses & individuals to browse for their perfect coaching course. It provides detailed breakdown of each course, with course planning, customer feedback, booking interface etc..


Daily web traffic


Client retention


Page designed


Conversion rate


Dev teams


End usab. score


Wix testing site




User interviews



2 weeks


2.Design sprint

1 month




Before starting the design, I had to understand the context & market of my client business. To do so I mapped out the competition, their ideal customer profile & gathered insights from their Google Analytics.

1. Understand my client growth objectives with a Discovery Workshop

"Make Linkup a France market leader in remote business-focused Coaching sector"

I started the project by running a Discovery Workshop with the marketing, strategy & product team to understand their current market positioning and objectives, their target audience.

1. The strategy

Linkup strategy was to use the remote-working Covid trend to reinvent itself by offering updated remote-video-based Courses. By bringing their highly qualified and awarded in-person coaching expertise to this new high-demand market, they aimed for a short-term website client retention & conversion rate 1.5/2% % increase

To do so they wanted to:

  • Re-design the brand image & logo to fit the new company digital focus

  • Re-build their online website to put forward online-based Courses 

  • Enhance their ongoing course web-apps usability & overall experience

2. Company target Persona 

Image by steffen wienberg

Persona 1: Business HR Leader

A typical main part of their audience, looking to train their teams. These users seek a structured, formal and professional-looking experience. 


Persona 2: Private Professional

This audience would be looking on their own to learn new Business-related skills by getting a coaching session booked in. They would compare both B2B and B2C-focused platforms and would consider user-friendliness as a main selling point.

2. Existing platform experience review & interview

1. Usability Tests & Interviews 

I had the opportunity to run x5 30m user interviews, gathering valuable feedback on how the platforms are being used by both parties:

  • 3 interviews of ongoing Linkup clients

  • 2 expert interviews of Linkup Coach to understand how they set up & use the web app & website to provide the Courses

2. Design & Experience review

  • Usability breaches: The overall current website contained some major usability breaches that the new one will have to fix

  • Design language & branding theme: The overall layout and brand colour schemes were not up to standards compared to other fully digital competitors

3. Google Analytic breakdown

  • I had access to the GA analytics for the current website, which allowed me to detect content value & retention trigger

See below the original website design

3. Gather Market insights

1. Market Insights

The online coaching industry is a highly competitive market with dozens of alternatives in multiple broad or highly targeted coaching sectors. One of the key differentiating factors are the third-party state-level approval the training can get awarded with. 

Here are some key insights showcasing the challenge of making an actor stand out in this crowded industry:

  1. Worldwide: From 2022 to 2019, the coaching industry's annual revenue and income increased by 62% 

  2. In France: In 2022, the coaching industry value is estimated at 250M million euros

2. Competitor design & feature breakdown

I analysed Direct, Indirect and potential competitors to detect recurring features & and design language/user experience patterns within them.