Coaching
‍Platform

RAMSEY SOLUTIONS   |   ENTRELEADERSHIP   |   2018 - 2020

Project Summary

Our goal was to provide a library of content, worksheets, interactive tools, and coaching that could teach business owners the basics of leading a team, developing a strong company culture, and leaving a lasting legacy when the time came to step away from the business.

Not only did we want to see small business owners succeed, we wanted them to enjoy being a business owner as well.

Project Tasks

Created low fidelity sketches + high fidelity mockups


Co-led design sprints + 
brainstorming workshops


Conducted customer interviews


Ran unmoderated usability testing


Wrote UX copy


Developed site architecture diagrams


Created customer journey maps


Coordinated with marketing, engineering, sales, and coaching teams


Conducted comparative analyses and 
market research


Presented to team members + 
key stakeholders

Project Plan

01

Develop milestones along a structured journey so owners can measure growth and progress over time.

02

Identify key areas of businesses that contribute to a strong company culture.

03

Help owners identify their strengths and weaknesses, then offer resources to grow in those areas.

04

Provide practical and tactical advice, based on 25+ years of experience growing a successful business.

05

Deliver content that can be consumed anywhere and in a variety of formats.

06

Create a cycle of learning and application by aligning interactive tools and worksheets to the content taught.

Nearly 300 videos needed to be organized by topic to make the coaching platform easily searchable for business owners.

Project Challenges

Building upon an existing platform

Bridge experiences between different Ruby on Rails apps


Coordinate with global company initiatives and standards


Organize content in a way that was easily searchable


Update the experience which was more than 5 years old

Project Process

5-day sprints and multiple brainstorming sessions

Collaborated with other teams in the company to understand company-wide impact and influence

Comparative analysis

Unmoderated usability testing

Moderated user testing with existing customers

Close collaboration with engineers, marketers, sales team,
podcast producers, and customer care

Weekly team rhythms

I worked closely with the Product Manager to develop strategies that helped reduce churn from a high of 10% to a low of 6%.

Lessons Learned

Through conversations with small business owners, we learned how vital it was to create a platform that would walk business owners through a focused journey and provide feedback along the way. Business owners wanted to know they were making progress, not just consuming content. We also learned that many of the business owners we served were rarely in the office and consumed content on-the-road, which shifted the way we had been delivering content.