LINKUP COACHING - 2020
B2B Business Coaching website & web app design
Context
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..
10
Page designed
+2.1%
Client retention
2
Dev teams
+1.5%
Conversion rate
1
Wix testing site
2021
Launch
10
User interviews
8.6/10
End test score
PHASE 1 - 2 WEEKS
UNDERSTAND.
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"
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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.
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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
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To do so they wanted to:
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Re-design the brand image & logo to fit the new company digital focus
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Re-build their online website to put forward online-based Courses
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Enhance their ongoing course web-apps usability & overall experience
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2. Company target Persona
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:
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3 interviews of ongoing Linkup clients
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2 expert interviews of Linkup Coach to understand how they set up & use the web app & website to provide the Courses
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2. Design & Experience review
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Usability breaches: The overall current website contained some major usability breaches that the new one will have to fix
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Design language & branding theme: The overall layout and brand colour schemes were not up to standards compared to other fully digital competitors
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3. Google Analytic breakdown
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I had access to the GA analytics for the current website, which allowed me to detect content value & retention trigger
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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:
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Worldwide: From 2022 to 2019, the coaching industry's annual revenue and income increased by 62%
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In France: In 2022, the coaching industry value is estimated at 250M million euros
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2. Competitor design & feature breakdown
I analysed Direct, Indirect and potential competitors to detect recurring features & and design language/user experience patterns within them.
