Optimized for Desktop, 1440px
The core objective of I Fought, I Won is to facilitate meaningful connections between clients and life coaches. The platform serves as a central directory, enabling clients to find a coach that resonates with their specific needs and goals. Furthermore, it fosters a community among coaches, provides additional client resources, and includes a referral network to ensure clients receive holistic guidance by connecting them with specialists in other areas.
My Role
UX Researcher
UX / UI Designer
Wireframer
Prototyper
User Interview Facilitator
User Testing Facilitator
Project Manager
Duration
May - June 2025
5 Weeks
Deliverables
Design Created:
Website Platform for Life Coaches.Brand Values:
Determination
Perseverance
Strength
Brand Name/Motto [Non-Negotiable]:
I Fought, I Won!
It All Start With Me.Colors [Non-Negotiable]:
Client requested dark theme for brand consistency.
Flow 01
Considering Joining - Reading “Homepage” and “Coaches” Page.
(V.03 Hi-Fi)
Flow 02
Sign In, Book another Session with Maya.
(V. 03 Hi-Fi)
Flow 03
Sign In, Check Out the “Education” page.
(V. 03 Hi-Fi)
The Impact for Clients
•
•
•
Analysis found that 60% of Americans want life coaching, but 80% of those people have never been offered it. This suggests a significant need of awareness of the different types of life coaching that’s available to them. 1/2 of the people interviewed expressed that they didn’t know where to start.
Research showed that referrals and testimonials are a powerful tool for building trust. When asked what was important for a coach's credibility, 80% of respondents of a study considered compatibility to be crucial, and another 95% rated their coaches as "good" or "excellent".
A study relieved that 90% of coaching clients report an increase in self-confidence, and 73% report improvements in relationships, work performance, and well-being. 100% reported that they felt like it was worth every penny and ever second of work they put in to reach their personal goals and to grow as a person.
The Impact for Coaches
•
•
•
Globally, the average active coach practitioner has about 12.2 clients. However, a study found that a significant number—67% of life and business coaches—see five clients or less per week. So growing your business can be difficult.
90% of coaches report feeling like they don't receive the emotional support they need and sometimes feel isolated, having a career of taking on the emotional needs of their clients. The coaching role can also sometimes be misunderstood, leading to feelings of being an outsider. Having a community of other coaches will help them feel connected and will help them avoid burnout.
A specialized coaching hub creates a powerful synergy for growth. The hub as a whole becomes a magnet for diverse clients. This collaborative model enables a seamless referral system, where coaches can pass clients to the best-suited expert within the network.
“After seeking out a life coach to help me with everyday life, I have more confidence in myself and what I can accomplish. I posses more knowledge and understanding of what I wanted to do with my life.”
-Anonymous - Life Coach Client
“I love making a positive impact on people and the world. I’m a fitness coach who is passionate about fitness and overall health.”
- Anonymous - Fitness Life Coach
This niche coaching platform is not just a directory; it's a funnel for specialization. If our website captures just 10% of the market demand for specialized coaching by reducing the discovery friction, it will directly facilitate 500 to 1,500 new, high-value coach-client relationships annually. This volume creates a validated, predictable revenue channel for coaches and drives measurable growth back into the $3.09 Billion U.S. life coaching market.
Ok, let’s get to the details
Here’s my design process:
01 - Background
I Fought, I Won was founded by Chancy Brown in 2025. She’s a passionate woman who has always been an encouragement to anyone that she spends time with.
Over the years, Chancy has been a client of different types of life coaches such as, a fitness life coach, a personal life coach, and a business life coach.
She made a career change and is creating this beautiful community of different “niche” life coaches that offer different areas of expertise to the clients.
Client Limitations for the Website
Chancy wanted it to convey:
Strength
Perseverance
Never giving up on yourself
Determination
Hard requested colors by Chancy were: [Non-Negotiable]
Bright Purple
Bright Teal
Black
White
Hard requests by Chancy were: [Non-Negotiable]
Logos
Mottos
Copy
Wide-Screen Display Request:
[Non-Negotiable]
1440px
02 - Research
There will be two types of users. Life Coaches and Clients. So I studied it from both perspectives to ensure that we’re giving coaches and clients the best user experience possible for both.
Research Objectives
To discover what the potential client needs would be to make sure they are able to receive the assistance they need, easily and effectively.
To learn what support the coaches need to improve their mental wellbeing as well as grow their businesses.
To determine what other resources would be beneficial to both the clients and the coaches to continue their personal growth.
Competitive Analysis
In order to understand what other Life Coaches offer, I did a thorough SWOT Analysis on “Your Online Life Coach”, “Faith Hill Life Coaching”, and “Blush Life Coaching”.
SWOT Analysis
Highlights of what our “Must Haves are
Clear pricing for clients.
Bio’s of the different types of life coaches and the services that are offered.
Additional resources for clients and for coaches.
A community aspect for the coaches.
Next, it’s time for the Interviews
Client Takeaways
Through the interviews with life coach CLIENTS,
I learned
2/2 Expressed that they needed knowledge and support in multiple areas of their lives, so multiple types of life coaches would be very beneficial.
2/2 shared that having a content Library is desired so they can expand on the lessons that they’re working on.
What colors come to mind when you think of “Strength”, “Empowerment”, “Determination”, and “Perseverance”?
-Black
-Purple
-Royal Blue
-Green
Life Coach Takeaways
Through the interviews with life COACHES,
I learned
3/4 Said that they can feel isolated doing this business alone and they lack a sense of community with people that “get what stresses they go through”.
What colors come to mind when you think of “Strength”, “Empowerment”, “Determination”, and “Perseverance”?
-Red, Gold
-Purple, Black, Purple,
-Blue, Blue, Deep Greens
-Green, Green, White
Participants
Participant Recruitment
I interviewed 6 users. I made sure to have both, clients and life coaches. I interviewed 2 clients and 4 Life Coaches.
Interview Guide
Interview Guide
I created 2 set of interview questions, 1 for clients and 1 for Life Coaches.
Clients
Life Coaches
Affinity Map
Affinity Map
Through the interviews, I gained insights on why the clients sought out a life coach in the first place, and how we can improve their personal growth while working with life coaches going forward.
I also was able to understand the needs of the life coaches and how to help them build their businesses as well as making sure to address their mental wellbeing.
Affinity Map - Clients
Affinity Map - Coaches
Personas
Between the knowledge I gathered from the SWOT analysis and the interviews I conducted, I was able to put together these 2 personas that embody 1 client and 1 Life Coach.
A snapshot of Marcus- [CLIENT]
Marcus owns a custom furniture design studio, in Denver, CO. He’s really creative but lacks the knowledge of how to take his business to the next level so he seeks out a business life coach to assist him in growing his business.
"The beauty of custom woodworking is in the details, but the real challenge is making the business side as stable as my finest joint. That's where true freedom lies."
A snapshot of Maya- [COACH]
Maya is a dynamic Financial Coach based in Atlanta, Georgia. She empowers her clients to take control of their financial futures.
"Empowering financial freedom is my aim, but navigating ever-changing markets and deep-seated habits requires fierce evolution. For me, a strong community is key to adapting and thriving through it all."
Project Scope
The “Problem Statements” and the “How Might We’s” that I discovered were:
I used a Venn Diagram to gain a deeper understanding of the business and its users, which helped me create a solution that works best for everyone.
Venn Diagram
Takeaways from what I learned after studying the Venn Diagram
•
•
•
Facilitating Successful and Effective Client - Coach Relationships.
Sustainable business revenue growth (both for the individual life coaching businesses and for “I Fought, I Won”, as a business, itself.
Accessibility and ease to navigate throughout the website platform that benefits both the clients and the life coaches.
03 - User Flow
Proposed Solution
Next, I got to have fun with figuring out how I get to solve this problem!
After some brainstorming and dreaming about what this Website could be like, I zoomed out a bit to create the user flows for the clients, the coaches, and the admin. Making sure we’re achieving all of the goals for everyone using this platform.
User Flow
Takeaways of what I learned after studying the User Flows
CLIENTS have access to:
User Dashboard
Life Coach Directory
Extra “Educational Content”
Edit User Dashboard
Direct Messaging
Appointment Calendar
User Dashboard
Life Coach Directory
Extra “Educational Content”
Edit User Dashboard
Direct Messaging
Appointment Calendar
LIFE COACHES have access to:
ADMIN have access to:
List of all users.
See all direct messages being exchanged.
See all appointments
(past and upcoming)See all settings users have on their profiles.
After studying the user flows, I had a better idea on what was needed for the platform.
I came up with 4 different ideas for the homepage, 3 of them came from inspiration I gathered from researching dynamic and striking websites that I came across.
I presented these sketches and inspirations to the founder to get her feedback before moving forward with the wireframes. The 2 that the loved the most were:
04 - Prototype
Inspiration & Sketches that I mixed together
[Founder’s favorite ideas]
Early Visual Explorations
[Color Scheme Options]
I presented Chancy with two different style options to go forward with to incorporate into the rest of the design. She loved option 2 because it gave her a feeling of “Strength” and “Determination”, like she wanted. So we decided to go with option 2 but we made sure to bring more lightness to some of the other pages, such as the User Dashboard.
Option 1
Option 2 [Client Favorite]
Here are the fun iterations from the different stage of designing this Website platform
Homepage
Changes I made to the Homepage
Meet the Coaches Page
Changes I made to the “Meet
the Coaches” Page
Client Dashboard Page
Changes I made to the Client Dashboard Page
Coach’s Profile Page
Changes I made to the “Coach’s Profile” Page
Additional Pages I Created
Hi-Fi Interactive Prototype
Optimized for Desktop, 1440px
Flow 01
Considering Joining - Reading “Homepage” and “Coaches” Page.
(V.03 Hi-Fi)
Flow 02
Sign In, Book another Session with Maya.
(V. 03 Hi-Fi)
Flow 03
Sign In, Check Out the “Education” page.
(V. 03 Hi-Fi)
2 User Testing Results
Lo - Fi Testing Results
LO-FI HIGHLIGHT:
The 4U Reel Trends page was confusing to the participants, so that was my #1 thing to improve before the 2nd round of testing.
Hi - Fi Testing Results
HI-FI HIGHTLIGHT:
The 4U Reel Trends page iterations were a success with the participants! 3/5 participants were having issues with the hover states because they were on mobile, so I fixed that in my final iterations before launch.
06 - Implement
The Impact - Clients
•
•
•
Analysis found that 60% of Americans want life coaching, but 80% of those people have never been offered it. This suggests a significant need of awareness of the different types of life coaching that’s available to them. 1/2 of the people interviewed expressed that they didn’t know where to start.
Research showed that referrals and testimonials are a powerful tool for building trust. When asked what was important for a coach's credibility, 80% of respondents of a study considered compatibility to be crucial, and another 95% rated their coaches as "good" or "excellent".
A study relieved that 90% of coaching clients report an increase in self-confidence, and 73% report improvements in relationships, work performance, and well-being. 100% reported that they felt like it was worth every penny and ever second of work they put in to reach their personal goals and to grow as a person.
The Impact - Coaches
•
•
•
Globally, the average active coach practitioner has about 12.2 clients. However, a study found that a significant number—67% of life and business coaches—see five clients or less per week. So growing your business can be difficult.
90% of coaches report feeling like they don't receive the emotional support they need and sometimes feel isolated, having a career of taking on the emotional needs of their clients. The coaching role can also sometimes be misunderstood, leading to feelings of being an outsider. Having a community of other coaches will help them feel connected and will help them avoid burnout.
A specialized coaching hub creates a powerful synergy for growth. The hub as a whole becomes a magnet for diverse clients. This collaborative model enables a seamless referral system, where coaches can pass clients to the best-suited expert within the network.
This empathetic feature really taps into user well-being and personalized experience.
“After seeking out a life coach to help me with everyday life, I have more confidence in myself and what I can accomplish. I posses more knowledge and understanding of what I wanted to do with my life.”
-Life Coach Client
“I love making a positive impact on people and the world. I’m a fitness coach who is passionate about fitness and overall health.”
-Fitness Life Coach
Building on that, here are four more possible ideas for expanding or adding to this website platform
Additions to benefit the Clients
"Meet the Coach" Video Library:
Create a curated collection of short, introductory videos for each coach. In these videos, coaches can briefly introduce themselves, describe their niche, and explain their coaching philosophy. This personalizes the experience for potential clients, allowing them to connect with a coach on a deeper level.
01
02
Live Q&A and Community Webinars:
Host live, interactive webinars with a rotating schedule featuring different coaches from the hub. These sessions could be a free or low-cost way for potential clients to get a taste of the coaching experience, ask questions, and learn from a variety of experts. It fosters a sense of community.
Additions to benefit the Life Coaches
Private Coach Community Zoom Meetings or Local Events:
A way for coaches to connect, share best practices, discuss challenging cases (anonymously), and offer support. This fosters a sense of community and provides a way for professional development and peer-to-peer mentoring, which is vital for an industry where many practitioners work independently.
03
04
Continuing Education & Mentorship Program:
A structured program within the hub where more experienced coaches can mentor newer ones. This could include workshops, shadowing opportunities, and a dedicated resource library for professional development. This not only enhances the skills and expertise but also strengthens the community.