Coachbase Web Design

In early 2023 I took on a freelance project to design a website from scratch for a new start-up that offers a meal planning tool for personal trainers. I worked closely with the founder of Coachbase to discover the needs and purposes of the site.

Coachbase Web Design

In early 2023 I took on a freelance project to design a website from scratch for a new start-up that offers a meal planning tool for personal trainers. I worked closely with the founder of Coachbase to discover the needs and purposes of the site.

Coachbase Web Design

In early 2023 I took on a freelance project to design a website from scratch for a new start-up that offers a meal planning tool for personal trainers. I worked closely with the founder of Coachbase to discover the needs and purposes of the site.

End product

Website

Platform

Desktop and Mobile

Year + Duration

2023 - 6 Weeks

Role

Web Designer/Developer

Technology

Figma & Webflow

View the site!

Coachbase.app

Challenge

The challenge at the core of this project was addressing the online presence of Coachbase. Coachbase possessed immense potential to transform the fitness industry, but its lack of online presence fell short of effectively conveying its value to potential users.

The mission was to design the Coachbase website, crafting a single-page digital experience that not only showcased the platform's capabilities but also provided a seamless and engaging user experience. Through this project, I aimed to bolster Coachbase's online identity, attract users, and facilitate meaningful interactions with the platform.

Results

The new Coachbase website yielded significant results, including enhanced user engagement, improved conversion rates, and an elevated brand perception. Users praised the user-friendly interface and informative content, leading to increased traffic and visibility.

The Process

💡 Discovery : Unveiling the Clients Vision

Problem Statement:

At the outset of the Coachbase project, my primary challenge was to address the misalignment between the platform's innovative meal planning capabilities and its online representation. Coachbase, a cutting-edge meal planning tool for personal trainers, lacked a cohesive and engaging website. The existing online presence failed to effectively communicate the platform's value to potential users, leading to missed opportunities for growth and user adoption.

Client Brief:

The client sought a website that would not only convey the platform's potential but also create a compelling online destination for personal trainers and prospective clients. Key objectives included the need for a visually appealing and user-friendly single-page website that would serve as a gateway to the Coachbase platform. The client emphasised the importance of clear and persuasive messaging, intuitive navigation, and a design that resonated with fitness professionals.

Pain Points:

Exisiting pain points were identified with the current system of creating meal plans. This was done to ensure that the content featured inside Coachbase's site would directly address these issues. I was able to tailor the writing on the site so that users would feel as if Coachbase was a direct solution to these problems.

Time to create meal plans

Personal trainers struggled with time-consuming manual meal planning processes. This would take away from the value they can add to their clients.

Communication

Collaboration and communication with clients were challenging due to fragmented tools. Trainers are bombarding their clients with too many resources

User Research: Who are we designing for? 🔎

Personas:

To crystallizse my understanding of the users, I developed detailed user personas based on the insights obtained during the discovery phase. These personas encapsulated the goals, pain points, and demographics of the primary audience segments, serving as guiding archetypes throughout the design process.

Sarah - Personal Trainer

Age: 30

Gender: Female

Sarah is a fitness enthusiast turned certified personal trainer with five years of experience in the industry. She runs her own personal training business, primarily focusing on one-on-one sessions with clients of all fitness levels. She's tech-savvy and actively uses digital tools to manage her clients' workouts and nutrition plans.

Goals and Needs

  • Sarah needs a meal planning tool that can save her time when creating customised nutrition plans for her clients.

  • She wants an intuitive platform that integrates seamlessly with her existing fitness management tools.

  • Clear and concise website content that highlights the platform's benefits and ease of use is essential for her busy schedule.

Pain Points

  • Spending hours on manual meal planning is a significant time drain.

  • Difficulty in communicating dietary recommendations to clients effectively.

  • Overwhelmed by an abundance of complex and fragmented fitness and nutrition tools on the market.

David - Personal Trainer

Age: 34

Gender: Male

David is an experienced certified personal trainer with over a decade of expertise in the fitness industry. He owns a fitness studio and works with a diverse range of clients, including athletes, weight loss seekers, and those with special dietary requirements. David is deeply committed to staying updated with the latest fitness trends and technologies to provide the best service to his clients.

Goals and Needs

  • David is seeking an efficient and customizable meal planning tool that can save him time and cater to the unique dietary needs of his clients.

  • He wants a website that clearly demonstrates how Coachbase can seamlessly integrate into his fitness coaching process.

  • Accessibility to a variety of dietary templates and the ability to collaborate with clients through the platform are essential features for him.

Pain Points

  • Spending excessive time on manual meal planning detracts from his client engagement.

  • The absence of a streamlined nutrition tool hinders his ability to offer comprehensive fitness packages.

  • Limited collaboration options with clients make it challenging to monitor their progress effectively.

User Interviews:

I conducted in-depth interviews with personal trainers to dive deeper into their workflows and pain points related to meal planning. These interviews unveiled a common theme of time-intensive processes and the need for streamlined, customized solutions.

User interview with a local trainer

Interview Questions:

  1. What are the biggest challenges you face when it comes to meal planning for your clients? Are there specific pain points or bottlenecks you encounter in this process?

  2. How do you currently communicate dietary recommendations and meal plans to your clients? What methods or tools do you employ to ensure they understand and adhere to these plans?

  3. In an ideal scenario, what features or capabilities would you expect from a digital meal planning tool specifically designed for personal trainers?

  4. What are your preferences when it comes to accessing and using digital tools for your fitness coaching services? Do you prefer web-based platforms, mobile apps, or a combination of both?

  5. How do you envision an ideal online platform like Coachbase assisting you in managing your clients' nutrition plans and enhancing your coaching services?

  6. What types of content and information would you find most valuable on a website like Coachbase? What would make you more likely to explore and use the platform?

  7. Can you describe any experiences or frustrations you've had with existing fitness and nutrition websites or tools? What elements or features do you believe contribute to a positive user experience in this domain?

Key Takeaways:

Mobile Accessibility: While personal trainers predominantly use desktops for in-depth tasks, they also value mobile accessibility for on-the-go access to essential information and client data.

Time-Efficiency is Paramount: Personal trainers consistently expressed the need for a meal planning tool that significantly reduces the time spent on creating customised nutrition plans. They seek automation and efficiency to streamline their workflow.

Intuitive Navigation: Users appreciate user-friendly interfaces with intuitive navigation. A well-structured website that is easy to understand and use is highly preferred.

Clarity and Transparency: Personal trainers are drawn to websites that clearly communicate the benefits and ease of use of the platform. They prefer straightforward messaging that aligns with their busy schedules.


Development: Creating a meaningful user journey 📏

Wireframes

These wireframes serve as the blueprint for translating the research and user insights into a concrete and intuitive user interface. Here I delve into the meticulous planning and structure that underpinned my design approach, ensuring that every element of the Coachbase website aligns seamlessly with the needs and expectations of the target users.

Design Concepts:

Transforming wireframes into high fidelity designs proved easier than expected and I attribute this to the high level of research during the discovery phase. I utilised Webflow as a main tool as this allowed me to create meaningful interactions and stunning visuals without sacrificing too much time.

From wireframe to complete landing page.

Addressing Design Challenges:

One of the biggest challenges I encountered during this project was site navigation. It was clear from the beginning that the client only wanted to commit to a single page layout and was not interested in guiding users away from the landing page. I had to tackle the task of creating easy navigation whilst ensuring finding information was easy.

Implementations made to address these issues:

  1. Despite being a single page, It was important to me to include a navigation bar as I believe users would have a familiar feeling when using this and would naturally gravitate towards the nav bar to locate information.

  2. When designing the nav bar, I decided to make it sticky to ensure it was always accessible to the user.

  3. I used the nav bar buttons as scroll triggers to different sections of the page. This allowed users to jump between sections and utilise the nav bar in a way that was unconventional, however, effective.

Each button shown here is a scroll trigger to different sections of the page.

Highlighted buttons change automatically as user scrolls through the page.

Addressing User Pain Points:

Early in the process, I identified through user interviews that trainers were looking for a tool that would solve 2 major pain points: saving them time and ease of distribution. Coachbase as a tool aims to solve these problems, but it was important that I clearly outline to the users that this product is a solution to these pain points.

Implementations made to address these issues:

  1. I approached the UX writing using a common sales technique of emphasising benefits over features. Instead of saying "Coachbase will save you time", I opted for "Get Your Time Back." This directly addressed the pain point of wasted time.

  2. Secondly, I utilised the hero section of the page to make a statement early on. "Save time and scale your business" is one of the first things users will read. This was done intentionally to create intrigue and prompt scrolling to the next section - which, by no accident, is the features section of the site.

An example of UX writing to show benefits over features.

Launch and Feedback: Introducing Coachbase to the world 🚀

With the wireframes refined, the designs polished, and the development complete, the moment arrived to unveil the transformed Coachbase website to the world. The launch was a culmination of meticulous planning, research, design, and development efforts. I executed a well-coordinated launch strategy, ensuring that the website was not only visually stunning but also functionally robust.

User Engagement and Growth:

As the website began attracting organic traffic, Coachbase experienced a notable surge in inquiries and client sign-ups. Coachbase had the benefit of an existing loyal client base who were willing to share the successes of Coachbase on their social media accounts. This led to increased traffic on launch where I could continue to work with the founder to tweak the design based on user needs. Personal trainers and fitness professionals were drawn to the revamped online presence, recognising the potential of the platform to enhance their services and streamline their workflows. This surge in engagement translated into tangible business growth for Coachbase.

165

Unique visitors within 24 hours of launch,

61%

Of new enquiries now come through website.

3.5mins

Average time spent on Coachbase Website.

(257% the average landing page)🤯

Analytics and Feedback:

Comprehensive user analytics through Google's native analytics tool revealed insightful data about how visitors were interacting with the website. Heatmaps and click-through rates provided insights into user behavior, helping us identify areas where user engagement could be enhanced.

We established a continuous feedback loop with users to fine-tune the website further. Feedback was actively solicited through direct communication with personal trainers who were signing up to the Coachbase platform. This iterative approach allowed me to address minor usability issues and further optimise the user experience.

View the completed Coachbase site here:

Coachbase.app

Key Learns & Success Evaluation 📈

In adopting a user-centered approach for the Coachbase website redesign, I prioritised personal trainers' and fitness coaches' needs and preferences. This approach ensured that every design decision was grounded in user insights, leading to a more intuitive and efficient platform. Clear messaging and educational content played a pivotal role, effectively communicating Coachbase's value proposition to users. The simplified language and straightforward presentation reduced bounce rates and contributed to higher user retention.

The results are measurable and positive, with increased engagement, improved conversion rates, and a surge in client sign-ups showcasing the project's success. As a result, Coachbase is poised for future growth, solidifying its position in the fitness industry.

How did this project grow me as a product designer?

The Coachbase website redesign project was a pivotal experience that significantly contributed to my growth as a product designer. Here are some ways in which this project enriched my skills and knowledge:

  1. User-Centered Design Mastery: This project allowed me to deepen my understanding of user-centered design principles. Through extensive user research, persona development, and iterative design, I honed my ability to put users at the forefront of every decision, ensuring the final product genuinely addressed their needs and pain points.

  2. Communication and Collaboration: Collaborating closely with the founder of the company, taught me the importance of effective communication. I learned how to translate design concepts into a functioning product, whilst keeping the client in the loop throughout the journey.

  3. Project Management: Managing the various phases of this project, from research and wireframing to development and launch, improved my project management abilities. I learned to set and meet deadlines, allocate time efficiently, and prioritise tasks effectively.

  4. Business Awareness: This project heightened my awareness of the broader business implications of design. Measurable results such as increased engagement and conversions underscored the tangible impact of design decisions on a company's success, deepening my understanding of design's role in achieving business objectives.

In summary, the Coachbase website redesign project was a transformative experience that not only produced a user-friendly and successful product but also played a pivotal role in shaping me as a product designer. It enriched my skills, broadened my knowledge, and gave me valuable insights into the practical aspects of user-centered design and its impact on business growth.

End product

Website

Platform

Desktop and Mobile

Year + Duration

2023 - 6 Weeks

Role

Web Designer/Developer

Technology

Figma & Webflow

View the site!

Coachbase.app

Challenge

The challenge at the core of this project was addressing the online presence of Coachbase. Coachbase possessed immense potential to transform the fitness industry, but its lack of online presence fell short of effectively conveying its value to potential users.

The mission was to design the Coachbase website, crafting a single-page digital experience that not only showcased the platform's capabilities but also provided a seamless and engaging user experience. Through this project, I aimed to bolster Coachbase's online identity, attract users, and facilitate meaningful interactions with the platform.

Results

The new Coachbase website yielded significant results, including enhanced user engagement, improved conversion rates, and an elevated brand perception. Users praised the user-friendly interface and informative content, leading to increased traffic and visibility.

The Process

💡 Discovery : Unveiling the Clients Vision

Problem Statement:

At the outset of the Coachbase project, my primary challenge was to address the misalignment between the platform's innovative meal planning capabilities and its online representation. Coachbase, a cutting-edge meal planning tool for personal trainers, lacked a cohesive and engaging website. The existing online presence failed to effectively communicate the platform's value to potential users, leading to missed opportunities for growth and user adoption.

Client Brief:

The client sought a website that would not only convey the platform's potential but also create a compelling online destination for personal trainers and prospective clients. Key objectives included the need for a visually appealing and user-friendly single-page website that would serve as a gateway to the Coachbase platform. The client emphasised the importance of clear and persuasive messaging, intuitive navigation, and a design that resonated with fitness professionals.

Pain Points:

Exisiting pain points were identified with the current system of creating meal plans. This was done to ensure that the content featured inside Coachbase's site would directly address these issues. I was able to tailor the writing on the site so that users would feel as if Coachbase was a direct solution to these problems.

Time to create meal plans

Personal trainers struggled with time-consuming manual meal planning processes. This would take away from the value they can add to their clients.

Communication

Collaboration and communication with clients were challenging due to fragmented tools. Trainers are bombarding their clients with too many resources

User Research: Who are we designing for? 🔎

Personas:

To crystallizse my understanding of the users, I developed detailed user personas based on the insights obtained during the discovery phase. These personas encapsulated the goals, pain points, and demographics of the primary audience segments, serving as guiding archetypes throughout the design process.

Sarah - Personal Trainer

Age: 30

Gender: Female

Sarah is a fitness enthusiast turned certified personal trainer with five years of experience in the industry. She runs her own personal training business, primarily focusing on one-on-one sessions with clients of all fitness levels. She's tech-savvy and actively uses digital tools to manage her clients' workouts and nutrition plans.

Goals and Needs

  • Sarah needs a meal planning tool that can save her time when creating customised nutrition plans for her clients.

  • She wants an intuitive platform that integrates seamlessly with her existing fitness management tools.

  • Clear and concise website content that highlights the platform's benefits and ease of use is essential for her busy schedule.

Pain Points

  • Spending hours on manual meal planning is a significant time drain.

  • Difficulty in communicating dietary recommendations to clients effectively.

  • Overwhelmed by an abundance of complex and fragmented fitness and nutrition tools on the market.

David - Personal Trainer

Age: 34

Gender: Male

David is an experienced certified personal trainer with over a decade of expertise in the fitness industry. He owns a fitness studio and works with a diverse range of clients, including athletes, weight loss seekers, and those with special dietary requirements. David is deeply committed to staying updated with the latest fitness trends and technologies to provide the best service to his clients.

Goals and Needs

  • David is seeking an efficient and customizable meal planning tool that can save him time and cater to the unique dietary needs of his clients.

  • He wants a website that clearly demonstrates how Coachbase can seamlessly integrate into his fitness coaching process.

  • Accessibility to a variety of dietary templates and the ability to collaborate with clients through the platform are essential features for him.

Pain Points

  • Spending excessive time on manual meal planning detracts from his client engagement.

  • The absence of a streamlined nutrition tool hinders his ability to offer comprehensive fitness packages.

  • Limited collaboration options with clients make it challenging to monitor their progress effectively.

User Interviews:

I conducted in-depth interviews with personal trainers to dive deeper into their workflows and pain points related to meal planning. These interviews unveiled a common theme of time-intensive processes and the need for streamlined, customized solutions.

User interview with a local trainer

Interview Questions:

  1. What are the biggest challenges you face when it comes to meal planning for your clients? Are there specific pain points or bottlenecks you encounter in this process?

  2. How do you currently communicate dietary recommendations and meal plans to your clients? What methods or tools do you employ to ensure they understand and adhere to these plans?

  3. In an ideal scenario, what features or capabilities would you expect from a digital meal planning tool specifically designed for personal trainers?

  4. What are your preferences when it comes to accessing and using digital tools for your fitness coaching services? Do you prefer web-based platforms, mobile apps, or a combination of both?

  5. How do you envision an ideal online platform like Coachbase assisting you in managing your clients' nutrition plans and enhancing your coaching services?

  6. What types of content and information would you find most valuable on a website like Coachbase? What would make you more likely to explore and use the platform?

  7. Can you describe any experiences or frustrations you've had with existing fitness and nutrition websites or tools? What elements or features do you believe contribute to a positive user experience in this domain?

Key Takeaways:

Mobile Accessibility: While personal trainers predominantly use desktops for in-depth tasks, they also value mobile accessibility for on-the-go access to essential information and client data.

Time-Efficiency is Paramount: Personal trainers consistently expressed the need for a meal planning tool that significantly reduces the time spent on creating customised nutrition plans. They seek automation and efficiency to streamline their workflow.

Intuitive Navigation: Users appreciate user-friendly interfaces with intuitive navigation. A well-structured website that is easy to understand and use is highly preferred.

Clarity and Transparency: Personal trainers are drawn to websites that clearly communicate the benefits and ease of use of the platform. They prefer straightforward messaging that aligns with their busy schedules.


Development: Creating a meaningful user journey 📏

Wireframes

These wireframes serve as the blueprint for translating the research and user insights into a concrete and intuitive user interface. Here I delve into the meticulous planning and structure that underpinned my design approach, ensuring that every element of the Coachbase website aligns seamlessly with the needs and expectations of the target users.

Design Concepts:

Transforming wireframes into high fidelity designs proved easier than expected and I attribute this to the high level of research during the discovery phase. I utilised Webflow as a main tool as this allowed me to create meaningful interactions and stunning visuals without sacrificing too much time.

From wireframe to complete landing page.

Addressing Design Challenges:

One of the biggest challenges I encountered during this project was site navigation. It was clear from the beginning that the client only wanted to commit to a single page layout and was not interested in guiding users away from the landing page. I had to tackle the task of creating easy navigation whilst ensuring finding information was easy.

Implementations made to address these issues:

  1. Despite being a single page, It was important to me to include a navigation bar as I believe users would have a familiar feeling when using this and would naturally gravitate towards the nav bar to locate information.

  2. When designing the nav bar, I decided to make it sticky to ensure it was always accessible to the user.

  3. I used the nav bar buttons as scroll triggers to different sections of the page. This allowed users to jump between sections and utilise the nav bar in a way that was unconventional, however, effective.

Each button shown here is a scroll trigger to different sections of the page.

Highlighted buttons change automatically as user scrolls through the page.

Addressing User Pain Points:

Early in the process, I identified through user interviews that trainers were looking for a tool that would solve 2 major pain points: saving them time and ease of distribution. Coachbase as a tool aims to solve these problems, but it was important that I clearly outline to the users that this product is a solution to these pain points.

Implementations made to address these issues:

  1. I approached the UX writing using a common sales technique of emphasising benefits over features. Instead of saying "Coachbase will save you time", I opted for "Get Your Time Back." This directly addressed the pain point of wasted time.

  2. Secondly, I utilised the hero section of the page to make a statement early on. "Save time and scale your business" is one of the first things users will read. This was done intentionally to create intrigue and prompt scrolling to the next section - which, by no accident, is the features section of the site.

An example of UX writing to show benefits over features.

Launch and Feedback: Introducing Coachbase to the world 🚀

With the wireframes refined, the designs polished, and the development complete, the moment arrived to unveil the transformed Coachbase website to the world. The launch was a culmination of meticulous planning, research, design, and development efforts. I executed a well-coordinated launch strategy, ensuring that the website was not only visually stunning but also functionally robust.

User Engagement and Growth:

As the website began attracting organic traffic, Coachbase experienced a notable surge in inquiries and client sign-ups. Coachbase had the benefit of an existing loyal client base who were willing to share the successes of Coachbase on their social media accounts. This led to increased traffic on launch where I could continue to work with the founder to tweak the design based on user needs. Personal trainers and fitness professionals were drawn to the revamped online presence, recognising the potential of the platform to enhance their services and streamline their workflows. This surge in engagement translated into tangible business growth for Coachbase.

165

Unique visitors within 24 hours of launch,

61%

Of new enquiries now come through website.

3.5mins

Average time spent on Coachbase Website.

(257% the average landing page🤯)

Analytics and Feedback:

Comprehensive user analytics through Google's native analytics tool revealed insightful data about how visitors were interacting with the website. Heatmaps and click-through rates provided insights into user behavior, helping us identify areas where user engagement could be enhanced.

We established a continuous feedback loop with users to fine-tune the website further. Feedback was actively solicited through direct communication with personal trainers who were signing up to the Coachbase platform. This iterative approach allowed me to address minor usability issues and further optimise the user experience.

View the completed Coachbase site here:

Coachbase.app

Key Learns & Success Evaluation 📈

In adopting a user-centered approach for the Coachbase website redesign, I prioritised personal trainers' and fitness coaches' needs and preferences. This approach ensured that every design decision was grounded in user insights, leading to a more intuitive and efficient platform. Clear messaging and educational content played a pivotal role, effectively communicating Coachbase's value proposition to users. The simplified language and straightforward presentation reduced bounce rates and contributed to higher user retention.

The results are measurable and positive, with increased engagement, improved conversion rates, and a surge in client sign-ups showcasing the project's success. As a result, Coachbase is poised for future growth, solidifying its position in the fitness industry.

How did this project grow me as a product designer?

The Coachbase website redesign project was a pivotal experience that significantly contributed to my growth as a product designer. Here are some ways in which this project enriched my skills and knowledge:

  1. User-Centered Design Mastery: This project allowed me to deepen my understanding of user-centered design principles. Through extensive user research, persona development, and iterative design, I honed my ability to put users at the forefront of every decision, ensuring the final product genuinely addressed their needs and pain points.

  2. Communication and Collaboration: Collaborating closely with the founder of the company, taught me the importance of effective communication. I learned how to translate design concepts into a functioning product, whilst keeping the client in the loop throughout the journey.

  3. Project Management: Managing the various phases of this project, from research and wireframing to development and launch, improved my project management abilities. I learned to set and meet deadlines, allocate time efficiently, and prioritise tasks effectively.

  4. Business Awareness: This project heightened my awareness of the broader business implications of design. Measurable results such as increased engagement and conversions underscored the tangible impact of design decisions on a company's success, deepening my understanding of design's role in achieving business objectives.

In summary, the Coachbase website redesign project was a transformative experience that not only produced a user-friendly and successful product but also played a pivotal role in shaping me as a product designer. It enriched my skills, broadened my knowledge, and gave me valuable insights into the practical aspects of user-centered design and its impact on business growth.

End product

Website

Platform

Desktop and Mobile

Year + Duration

2023 - 6 Weeks

Role

Web Designer/Developer

Technology

Figma & Webflow

View the site!

Coachbase.app

Challenge

The challenge at the core of this project was addressing the online presence of Coachbase. Coachbase possessed immense potential to transform the fitness industry, but its lack of online presence fell short of effectively conveying its value to potential users.

The mission was to design the Coachbase website, crafting a single-page digital experience that not only showcased the platform's capabilities but also provided a seamless and engaging user experience. Through this project, I aimed to bolster Coachbase's online identity, attract users, and facilitate meaningful interactions with the platform.

Results

The new Coachbase website yielded significant results, including enhanced user engagement, improved conversion rates, and an elevated brand perception. Users praised the user-friendly interface and informative content, leading to increased traffic and visibility.

The Process

💡 Discovery : Unveiling the Clients Vision

Problem Statement:

At the outset of the Coachbase project, my primary challenge was to address the misalignment between the platform's innovative meal planning capabilities and its online representation. Coachbase, a cutting-edge meal planning tool for personal trainers, lacked a cohesive and engaging website. The existing online presence failed to effectively communicate the platform's value to potential users, leading to missed opportunities for growth and user adoption.

Client Brief:

The client sought a website that would not only convey the platform's potential but also create a compelling online destination for personal trainers and prospective clients. Key objectives included the need for a visually appealing and user-friendly single-page website that would serve as a gateway to the Coachbase platform. The client emphasised the importance of clear and persuasive messaging, intuitive navigation, and a design that resonated with fitness professionals.

Pain Points:

Exisiting pain points were identified with the current system of creating meal plans. This was done to ensure that the content featured inside Coachbase's site would directly address these issues. I was able to tailor the writing on the site so that users would feel as if Coachbase was a direct solution to these problems.

Time to create meal plans

Personal trainers struggled with time-consuming manual meal planning processes. This would take away from the value they can add to their clients.

Communication

Collaboration and communication with clients were challenging due to fragmented tools. Trainers are bombarding their clients with too many resources

User Research: Who are we designing for? 🔎

Personas:

To crystallizse my understanding of the users, I developed detailed user personas based on the insights obtained during the discovery phase. These personas encapsulated the goals, pain points, and demographics of the primary audience segments, serving as guiding archetypes throughout the design process.

Sarah - Personal Trainer

Age: 30

Gender: Female

Sarah is a fitness enthusiast turned certified personal trainer with five years of experience in the industry. She runs her own personal training business, primarily focusing on one-on-one sessions with clients of all fitness levels. She's tech-savvy and actively uses digital tools to manage her clients' workouts and nutrition plans.

Goals and Needs

  • Sarah needs a meal planning tool that can save her time when creating customised nutrition plans for her clients.

  • She wants an intuitive platform that integrates seamlessly with her existing fitness management tools.

  • Clear and concise website content that highlights the platform's benefits and ease of use is essential for her busy schedule.

Pain Points

  • Spending hours on manual meal planning is a significant time drain.

  • Difficulty in communicating dietary recommendations to clients effectively.

  • Overwhelmed by an abundance of complex and fragmented fitness and nutrition tools on the market.

David - Personal Trainer

Age: 34

Gender: Male

David is an experienced certified personal trainer with over a decade of expertise in the fitness industry. He owns a fitness studio and works with a diverse range of clients, including athletes, weight loss seekers, and those with special dietary requirements. David is deeply committed to staying updated with the latest fitness trends and technologies to provide the best service to his clients.

Goals and Needs

  • David is seeking an efficient and customizable meal planning tool that can save him time and cater to the unique dietary needs of his clients.

  • He wants a website that clearly demonstrates how Coachbase can seamlessly integrate into his fitness coaching process.

  • Accessibility to a variety of dietary templates and the ability to collaborate with clients through the platform are essential features for him.

Pain Points

  • Spending excessive time on manual meal planning detracts from his client engagement.

  • The absence of a streamlined nutrition tool hinders his ability to offer comprehensive fitness packages.

  • Limited collaboration options with clients make it challenging to monitor their progress effectively.

User Interviews:

I conducted in-depth interviews with personal trainers to dive deeper into their workflows and pain points related to meal planning. These interviews unveiled a common theme of time-intensive processes and the need for streamlined, customized solutions.

User interview with a local trainer

Interview Questions:

  1. What are the biggest challenges you face when it comes to meal planning for your clients? Are there specific pain points or bottlenecks you encounter in this process?

  2. How do you currently communicate dietary recommendations and meal plans to your clients? What methods or tools do you employ to ensure they understand and adhere to these plans?

  3. In an ideal scenario, what features or capabilities would you expect from a digital meal planning tool specifically designed for personal trainers?

  4. What are your preferences when it comes to accessing and using digital tools for your fitness coaching services? Do you prefer web-based platforms, mobile apps, or a combination of both?

  5. How do you envision an ideal online platform like Coachbase assisting you in managing your clients' nutrition plans and enhancing your coaching services?

  6. What types of content and information would you find most valuable on a website like Coachbase? What would make you more likely to explore and use the platform?

  7. Can you describe any experiences or frustrations you've had with existing fitness and nutrition websites or tools? What elements or features do you believe contribute to a positive user experience in this domain?

Key Takeaways:

Mobile Accessibility: While personal trainers predominantly use desktops for in-depth tasks, they also value mobile accessibility for on-the-go access to essential information and client data.

Time-Efficiency is Paramount: Personal trainers consistently expressed the need for a meal planning tool that significantly reduces the time spent on creating customised nutrition plans. They seek automation and efficiency to streamline their workflow.

Intuitive Navigation: Users appreciate user-friendly interfaces with intuitive navigation. A well-structured website that is easy to understand and use is highly preferred.

Clarity and Transparency: Personal trainers are drawn to websites that clearly communicate the benefits and ease of use of the platform. They prefer straightforward messaging that aligns with their busy schedules.


Development: Creating a meaningful user journey 📏

Wireframes

These wireframes serve as the blueprint for translating the research and user insights into a concrete and intuitive user interface. Here I delve into the meticulous planning and structure that underpinned my design approach, ensuring that every element of the Coachbase website aligns seamlessly with the needs and expectations of the target users.

Design Concepts:

Transforming wireframes into high fidelity designs proved easier than expected and I attribute this to the high level of research during the discovery phase. I utilised Webflow as a main tool as this allowed me to create meaningful interactions and stunning visuals without sacrificing too much time.

From wireframe to complete landing page.

Addressing Design Challenges:

One of the biggest challenges I encountered during this project was site navigation. It was clear from the beginning that the client only wanted to commit to a single page layout and was not interested in guiding users away from the landing page. I had to tackle the task of creating easy navigation whilst ensuring finding information was easy.

Implementations made to address these issues:

  1. Despite being a single page, It was important to me to include a navigation bar as I believe users would have a familiar feeling when using this and would naturally gravitate towards the nav bar to locate information.

  2. When designing the nav bar, I decided to make it sticky to ensure it was always accessible to the user.

  3. I used the nav bar buttons as scroll triggers to different sections of the page. This allowed users to jump between sections and utilise the nav bar in a way that was unconventional, however, effective.

Each button shown here is a scroll trigger to different sections of the page.

Highlighted buttons change automatically as user scrolls through the page.

Addressing User Pain Points:

Early in the process, I identified through user interviews that trainers were looking for a tool that would solve 2 major pain points: saving them time and ease of distribution. Coachbase as a tool aims to solve these problems, but it was important that I clearly outline to the users that this product is a solution to these pain points.

Implementations made to address these issues:

  1. I approached the UX writing using a common sales technique of emphasising benefits over features. Instead of saying "Coachbase will save you time", I opted for "Get Your Time Back." This directly addressed the pain point of wasted time.

  2. Secondly, I utilised the hero section of the page to make a statement early on. "Save time and scale your business" is one of the first things users will read. This was done intentionally to create intrigue and prompt scrolling to the next section - which, by no accident, is the features section of the site.

An example of UX writing to show benefits over features.

Launch and Feedback: Introducing Coachbase to the world 🚀

With the wireframes refined, the designs polished, and the development complete, the moment arrived to unveil the transformed Coachbase website to the world. The launch was a culmination of meticulous planning, research, design, and development efforts. I executed a well-coordinated launch strategy, ensuring that the website was not only visually stunning but also functionally robust.

User Engagement and Growth:

As the website began attracting organic traffic, Coachbase experienced a notable surge in inquiries and client sign-ups. Coachbase had the benefit of an existing loyal client base who were willing to share the successes of Coachbase on their social media accounts. This led to increased traffic on launch where I could continue to work with the founder to tweak the design based on user needs. Personal trainers and fitness professionals were drawn to the revamped online presence, recognising the potential of the platform to enhance their services and streamline their workflows. This surge in engagement translated into tangible business growth for Coachbase.

165

Unique visitors within 24 hours of launch,

61%

Of new enquiries now come through website.

3.5mins

Average time spent on Coachbase Website.

(257% the average landing page🤯)

Analytics and Feedback:

Comprehensive user analytics through Google's native analytics tool revealed insightful data about how visitors were interacting with the website. Heatmaps and click-through rates provided insights into user behavior, helping us identify areas where user engagement could be enhanced.

We established a continuous feedback loop with users to fine-tune the website further. Feedback was actively solicited through direct communication with personal trainers who were signing up to the Coachbase platform. This iterative approach allowed me to address minor usability issues and further optimise the user experience.

View the completed Coachbase site here:

Coachbase.app

Key Learns & Success Evaluation 📈

In adopting a user-centered approach for the Coachbase website redesign, I prioritised personal trainers' and fitness coaches' needs and preferences. This approach ensured that every design decision was grounded in user insights, leading to a more intuitive and efficient platform. Clear messaging and educational content played a pivotal role, effectively communicating Coachbase's value proposition to users. The simplified language and straightforward presentation reduced bounce rates and contributed to higher user retention.

The results are measurable and positive, with increased engagement, improved conversion rates, and a surge in client sign-ups showcasing the project's success. As a result, Coachbase is poised for future growth, solidifying its position in the fitness industry.

How did this project grow me as a product designer?

The Coachbase website redesign project was a pivotal experience that significantly contributed to my growth as a product designer. Here are some ways in which this project enriched my skills and knowledge:

  1. User-Centered Design Mastery: This project allowed me to deepen my understanding of user-centered design principles. Through extensive user research, persona development, and iterative design, I honed my ability to put users at the forefront of every decision, ensuring the final product genuinely addressed their needs and pain points.

  2. Communication and Collaboration: Collaborating closely with the founder of the company, taught me the importance of effective communication. I learned how to translate design concepts into a functioning product, whilst keeping the client in the loop throughout the journey.

  3. Project Management: Managing the various phases of this project, from research and wireframing to development and launch, improved my project management abilities. I learned to set and meet deadlines, allocate time efficiently, and prioritise tasks effectively.

  4. Business Awareness: This project heightened my awareness of the broader business implications of design. Measurable results such as increased engagement and conversions underscored the tangible impact of design decisions on a company's success, deepening my understanding of design's role in achieving business objectives.

In summary, the Coachbase website redesign project was a transformative experience that not only produced a user-friendly and successful product but also played a pivotal role in shaping me as a product designer. It enriched my skills, broadened my knowledge, and gave me valuable insights into the practical aspects of user-centered design and its impact on business growth.

Let's change the world together

Send me a message and let's talk about upcoming opportunities

© Benjamin Martin 2023

Let's change the world together

Send me a message and let's talk about upcoming opportunities

© Benjamin Martin 2023