ActionCOACH
ActionCOACH is one of the world’s leading business coaching firms, providing exceptional business coaching and mentorship to businesses of all sizes. By showing owners how to work smartly, they effectively demonstrate how to climb up the entrepreneurial ladder through 1-2-1 and group coaching, workshops, and seminars.
Project:
Two Website Redesigns
Role:
UI Lead
Date:
2022 – 2024
Preview
Preview
Client's challenge.
Our client required a new website structure, user flow, brand redesign, and utilising our Hubspot's intergration expertise, to help make their goal of becoming one of the best business coaching platforms in the next couple of years, achievable.
The NEXTLevel website is part of the ActionCOACH's franchise. It was the first website to rollout our new service and programme structure and tone for the new global brand art direction. The client required a website to effectively convey their offerings of coaching types, programmes, and an extensive knowledge base. It also needed to provide a clear differentiation between my client's coaching services, and the franchise offerings.
Discovering the need.
The brand had to be elevated and refined to resonate with the professional entrepreneurial community and to guide the user with intuitive global elements.
To accomplish this, I successfully implemented a design system to ensure that the brand translated consistently throughout global channels across all the franchise mediums.
I worked in conjunction with a UX specialist, taking stakeholder meetings to gather requirements and defining goals. Through competitive analysis and in-depth sessions with the client, we collaborated and started to formulate ideas of what his needs and pain points were, and how the UI could optimise the user experience.
Important factors in the redesign were to create a better intuitive navigation where users could easily find what they were looking for with highlighted offerings, creating stand-out CTAs and improving the information architecture of each template to create a more relevant and engaging user experience.
Designing a solution
Through internal brainstorming workshops and client feedback sessions, I started to formulate ideas on the visual concepts and created a moodboard with a potential tone, look and feel in the form of imagery, typography, colour palette and iconography styles.
I wanted to elevate the brand awareness in a subtle way. By utilising white, clean modules, I incorporated their symbolic ‘A’ as a large watermark. I created buttons with rounded edges, thin white borders, and deep drop shadows, this together with 3D-styled iconography started to form a cohesive theme. I began testing video concepts on hero modules to convey the momentum and overall concept, and presented to stakeholders, reiterating designs until we got to common ground.
Visual designs pulling through creative concept
The main creative piece was centered around the global elements. This concept started to come to fruition and give a sense of refinement to the overall feel of the site. The imagery type was bold and honest with people’s profile looking front and centre, implying confidence and contentment. Homepage hero video showcasing a combined sense of success in the boardroom and living your best life, validating to the user that with the ActionCOACH’s formula, it is possible to have both.
Quality assurance
Development commenced and many rounds of QA and testing were done making sure that the content still provided the same impact on all devices and engagement was not lost. I assisted the devs with content population by building templates in Hubspot and updating specific content and meta data. Load time was also optimised to deliver an enjoyable user experience before taking the site live in November 2022.
Increased engagement
We successfully aided our client in making an impact in the entrepreneurial sector by clearly visualising how his business coaching is a proven formula for success.
His website now gave him a voice and platform within the ActionCOACH franchise, increased engagement and generated more leads.
Through the success of the launch on 2022, we were hired to build the UK and Global international websites on Hubspot.
2024 – rolling out the rebrand design for UK franchise
We accessed the data from the old Hubspot UK site and got input from the CEO and main stakeholders on how they wanted to prioritise their content structure and user flows.
Discovering the need.
With the brand’s strategic foundation firmly established, our challenge was clear: showcase the UK branch as a hub for three major conversions – To Find a Coach, Become a Coach, and Speak with an Advisor. A big part of the scope was a ‘Find a Coach’ tool by geolocation. This needed to highlight which coaches were in specific territories. Ultimately the UI needed to assist the user journey for three main personas – aspiring coaches and entrepreneurs, business coaches looking to be part of the franchise, and the potential coach looking for guidance and advice.
Designing a dynamic solution
The foundation for the brand direction and strategy were already in place. It was paramount to pull through an accurate level of consistency through design patterns and modules which the user would instantly recognise and associate with the ActionCOACH brand. The main objective of the site was to ‘Speak with an Advisor’. It needed to be consistently accessible and include big trust elements like the Trustist widget, testimonial videos, client logos, and awards to guide the user to complete this action.
Our strategy involved utilising existing resources of impactful case studies, real-time event updates and the latest news, ensuring that our audience had access to the most relevant and up-to-date information.
Brand consistency
We repurposed existing modules and populated a hub of educational information and case studies, with real time event listings and update-to-news. The franchise and brand had successfully been scaled up to prove the growing business coaching community.
The result is a robust platform that not only highlights the UK branch’s role as a key player in the business coaching industry but demonstrates the franchise's growth and the thriving entrepreneurial network it supports.
The US site was then created off the back of the UK role out, using the same business model but targeting their own. specific coaching community.
