Zoee
PaaS | Startup | Marketplace Profile

Improving coach presence & discoverability

Project Timeframe: Q3 & Q4 2023

Role: UX Designer
Team: Head of Product & 2 Developers

Background  Zoee, a startup Platform as a Service (PaaS), offers integrated solutions for coaches to manage various aspects of their businesses, as well as, a client portal and marketplace. This all-in-one platform encompasses scheduling, billing, video sessions, note-taking, and an inbox feature.
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Problem

Limited brand presence and client engagement result in low-value feature usage and missed conversions.

Zoee's platform was experiencing significant shortcomings in its coach business profile page design and overall user experience, impacting both coaches and clients. There existed a clear disconnect between the platform's value proposition, the expectations for the profile page, and needs of its users.

‍Objectives
Enhance the desirability, flexiblity, and usefulness of coach profile pages.
Drive conversions for both Zoee and for coaches.
Improve accessibility of coach profile pages.
Key Insights From Research
Coaches need profiles that accurately reflect their brand and offer a compelling client experience.
Coach who built a profile page during free trial more likely to convert to paid subscription.
Potential clients need a friction free an experience that builds trust and credibility in order to schedule coaching session and convert to clients.
Original Profile Design
Solution

Improving the quality of the experience for both coaches and clients with:

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Improved Coach Brand Presence

Simplify the platform for coaches to enhance their brand presence and digital identity.
Ensure that profiles convey trustworthiness and familiarity to potential clients.
Implement design changes that instill confidence in coaches' ability to promote their businesses effectively on the platform.

Encouraging Client Engagement

Provide clear calls-to-action (CTAs) on coach profiles to encourage client interaction.
Prominently display options for scheduling discovery calls or initial consultations.
Improved messaging feature with customizable response times to encourage communication.

Credibility Through Content

Enable coaches to share comprehensive information about themselves and their services with potential clients.
Facilitate the integration of existing brand content into coach profiles with external links.

Improving Accessibility

Originally, coaches had an unlimited color palette, leading to buttons and text that were far below acceptable accessibility ratios.
Implemented preset template colors aligned with Zoee's brand identity to maintain consistency across profiles and improve accessibility for all users.
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Outcomes

Increased conversions, engagement, and desirability

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60% increase in coach engagement with profile pages during free trial period which had a direct correlation to converting coaches from free trial to paid subscription.
100% increase in desirability of profile page for both coaches and clients during testing, with users noting the ease of use, clean delivery of information, trust building, and professionalism of the profile.
Coaches are more likely to use the profile page as a replacement for their existing website, streamlining the logistics and reducing the costs of running their business while fully leveraging the Zoee ecosystem.
Process: User Research & Testing
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👀 Discovery
Held 7 1:1 discovery interviews with coaches to understand their experience with profile pages.
Conducted competitive and comparative analysis of profile pages and scheduling features across direct and indirect competitors, as well as parallel industries like healthtech and social media.
Reviewed user analytics, including coach engagement with profile pages during the free trial period, and analyzed session recordings to understand how users navigated through the profile pages. While low during my research, coach engagement with profile page during free trial period had a direct correlation to conversion to a paid subscription.
📢 Usability Testing
5 1:1 usability testing sessions with coaches
6 1:1 usability testing sessions with clients
Key Changes from Testing
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Process: Designing with AI

Meet Lisa

As I built prototypes, I aimed for a genuine profile, minimizing distractions during testing and gaining stakeholder support. To do this, I utilized ChatGPT to devise "Lisa Morris," a wellness coach.
Seamlessly integrated AI-generated content including blogs, services, and testimonials.
Smooth transition of content from prototype to live site conserved resources and gained buy-in during usability testing and customer discovery calls.
"Lisa" became the go-to demo account for sales presentations, saving valuable startup resources.
Process: Working Within Constraints

Trade-Offs & Backlogs

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🧱 Designing For Existing Frameworks

To minimize dev time, I designed the solution upon the existing profile page framework for expedited development with similar flows for coaches to add content, with additional UX improvements deferred to future sprints.

💬 Customer Testimonial Feature

Due complexity and time constraints, this feature was initially omitted in the initial release but bridged using the coach's second blog post as a placeholder. Once released, this feature introduced capability to collect and display testimonials, empowering prospective clients.

🔁 Re-Order Blogs & Videos

Blogs and videos were initially displayed in the order they were added. Improved in later releases, the content loaded from newest to oldest, with coaches able to rearrange content by dragging and dropping.

🍱 Customizable Bento Content

Bento containers initially pre-filled with blogs and videos. We later added ability for coaches to select featured content types and specific content for flexibility.
Key Takeaways

Improving team workflows

The scope of this project, given that we were design solutions for both user groups, was XL. As a team, this was our first large scale project together and we struggled to find a good rhythm and flow. After the first release, we came together as a team to have a retrospective and we talked about way to improve:‍‍

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🍿 Bite-Sized Tasks

This project underscored the importance of breaking down tasks into smaller, more manageable segments for the team. As a result, our team improved our process with quicker hand-off time and small tasks for devs to focus on.

🛣 Realistic Roadmaps

While working on this project, the team was also working on releasing the Marketplace and and simplified sign-up flow. The complexity and work time for all of these was large and subsequently deadlines were pushed. We learned valuable lessons about better roadmapping individual tickets within larger projects and adding padding to create a more realistic roadmap.

🫶 Developers' Love Language

I learned through this project how to better create files and flows for each individual developer on my team, focusing on screen by screen flows with annotations, instead of prototypes and user flows. This both decreased my work time and improved the usefulness of the designs for the team.
Designs

Final Designs

The updated coach profile page featured layouts with five tabbed sections: overview, about, services, featured content, and testimonials, enhancing the user experience for both user groups with a more comprehensive and useful design. Design were made for all breakpoints.
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