A successful businesswoman launching her life coaching business in Washington D.C. wants to expand her business and attract new customers.

Mobile design


UI/UX designer, Visual Designer, Brand Strategist


Pen & Paper, Figma, Sketch, Principle, Adobe Illustrator


Within four weeks create a brand strategy and digital presence for a life coach.

The Design Challenge

Having found customers mostly by word of mouth, Nina wanted more visibility for her business. However, being in the relatively new life coaching space, she had some difficulty communicating the value proposition of her services to new customers.

Nina also wanted a quick and easy way for customers to see her availability and make appointments. She had been managing all her appointments through phone or text conversations, which was making it difficult to scale her business.


I began my research with the question:

What do people think of when they think of life coaching?

Competitive Brand Analysis

Reading the profiles on Expertise of the top 12 life coaches in the D.C. metro area, I observed three different value propositions for life coaching: motivational, strategic goal setting and skills development, and as an accountability source.

Based on the descriptions of these life coaches' services, they help their clients tackle overwhelming goals. Nina's potential customer base includes anyone who is experiencing a disconnect between the life they would like and the life they currently have.

Directed User Interviews

Assesing their perceptions of and interest in life coaching, I surveyed 9 people from age 26 to 65. I also asked them what would help them acheieve their goals.

"Other people always act like they know what they want to do, but I really have no idea. What if I don't like anything enough to make a career out of it?"

Atlanta resident, Female, Age 29

"I knew what I had to do, and I knew how to do it, but I still didn't do it."

Atlanta resident, Male, Age 31


of respondents were at least casually interested in life coaching


of respondents mentioned accountability

User Persona: The Exhausted Overachiever

From the interviews, I was able to create a user persona for Nina's life coaching website. Neither age nor gender were correlated with interest in life coaching.

"It's not that I'm demotivated per se, I just don't know where to even start sometimes."

Pain Points
  • Skeptical of value: "Why should I see a life coach if I am already seeing a psychologist?"

  • Concerned about cost: "It seems like a lot of money up front to work with someone who might not even be a good fit for my personality or problems."

  • Short on time: "I wouldn't even know where to start catching someone up on my problems-- there is a big time investment."

Key Insights

  1. Three different key value propositions for life coaching emerged from my competitive brand analysis: motivational, strategic goal setting and skills development, and therapeutic. A theme from my user interviews were users needed to feel accountable to someone to stay motivated to achieve their goals. If Nina emphasises motivation, accountability and strategy in service offerings, she can appeal to new customers.
  2. Most people are at least casually interested in life coaching, but many mentioned being short on time and money. If Nina offers a free consultation that's fast and easy to sign up for, she can turn casually interested people into return customers.


From pen and paper, to visual comps in Figma, to high fidelity mockups using Principle, the design process continued for several iterations. I used Ryan Singer’s shorthand for my user flow, which I highly recommend as it’s fast to sketch and simple to understand.



After conducting my research, I spent the first two weeks iterating with Nina on logo design and branding. We wanted her customers to feel confident, comfortable and empowered to tackle whatever challenges inspired them to seek life coaching. Also, we wanted lighthearted brand imagery to differentiate my client from the stock photos of tree lined parkways, scribbled notebooks and meditating women featured on her competitors’ websites.

A bright color palette, custom svg illustrations and simple typography highlight my client’s warm and empathetic approach to life coaching.



After settling on a brand-mark and icon set, I created a prototype for single page microsite that highlighted Nina’s service offerings, testimonials and an included an easy scheduling interface.

User Testing

Three users tested two different prototypes by moving between static wireframe images.

"Wait is that an angler fish? Do you know how those things reproduce?"

"I like the interface, but I think your lightest yellow might be too light as a background."

"No offense, but the animation is giving me vertigo."

Key Insights

  1. Users were unsure of whether they would remember to confirm their appointment via email.

  2. Users prefered a more clickable scheduling interface to my initial single page prototype.

  3. Users liked being able to see Nina's availibility before submitting any information.

  4. There was not enough infomation about Nina herself. Users wanted to see more than one photograph of her.

Mobile design


To help a life coach in Washington D.C. expand her business to new customers, I used in-depth interviews and surveys to better understand her customer base and their interactions with the interface. I found that the majority of people are interested in trying a life coach, but convenience is key for keeping them engaged.

I would like to expand on these findings by following up with her customers who are most frequently using the her website to schedule appointments in a few months.