Coach Metrix
Designing a Human-Centered Digital Brand for Executive Coaching SaSS Platform
As the Lead Design Strategist, I spearheaded the creation of a fresh, human-centered brand and digital experience for a new coaching assessment platform - Coach Metrix. The platform aimed to transform traditional business coaching tools by integrating accountability, transparency, and measurement into the coaching platform. Built for executive coaches, it provided a robust suite of features, including action planning, goal tracking, resource sharing, and project management capabilities tailored to professional coaching workflows.
The platform offered document and lesson-sharing functionality, multi-tenancy support, and a white-label option, enabling coaches to customize the tool with their own branding. An extensive email and push notification system ensured seamless communication, while flexible subscription models, including free trial, monthly, and annual pricing, catered to diverse user needs. Using a lean, human-centered design approach and in collaboration with technical architects and the founder, I crafted the information architecture, branding, and visual identity for both the marketing website and SaaS platform.
Lean Planning
Information Architecture
In the initial stages of the project, planning the experience based on actual user workflow was key. Our team worked closely with the Founder to outline the user journeys, personas, and wireframes for each workflow to ensure the proper foundation was mapped before moving to design for the SaSS product MVP. The goal was to work towards a value-driven MVP across a few lean sprints. I collaborated closely with product leads and engineers to align on client requirements and define the target audience.
Mapping the user journey across audiences ensured the experience accounted for the executive coaching workflow holistically
Mapping page wireframes and workflows for the coaches and clients ensured the experience supported accountability, transparency and measurement
A NEW DIGITAL PRESENCE
Creating a Vibrant Brand
From scratch, I developed a vibrant brand that combined custom sketches with stock visuals and a fresh, modern color palette, ensuring the design was approachable and avoided the "stale" feel common in professional tools. The result was a scalable, engaging digital experience that resonated with users and empowered coaches to deliver exceptional outcomes.
Experience for Scale
Impact and Outcomes
Through a series of focused design sprints, I was able to deeply understand the vision for the platform and translate it into a user-friendly, approachable brand that resonated with professional coaches and their clients. My role as Lead Design Strategist ensured that every aspect of the design—from the information architecture to the visual identity—aligned with the platform's mission to empower coaches with a seamless and engaging experience. This collaborative and agile approach not only brought the founder's vision to life but also set the foundation for a scalable and impactful product.
The vibrant design and brand extension applied to SaSS Platform