Platform for team collaboration in coaching
Platform for team collaboration in coaching
Profi — an American startup that helps coaches work with clients.
I joined the team at the end of 2023 when the product was transitioning from a tool for solo coaches to a platform for teamwork. The service was struggling with team scenarios, leading to workarounds, errors, and the risk of client churn. My task was to rebuild the product for team collaboration.
Profi — an American startup that helps coaches work with clients.
I joined the team at the end of 2023 when the product was transitioning from a tool for solo coaches to a platform for teamwork. The service was struggling with team scenarios, leading to workarounds, errors, and the risk of client churn. My task was to rebuild the product for team collaboration.
Team
PM
Designer (me)
UX-researched
PM
Designer (me)
UX-researched
Research
User interview
Market analysis
UX-test
User interview
Market analysis
UX-test
My role
Design
Prototypes
Support
Design
Prototypes
Support
Results
Results
Results
I restructured the service model for team collaboration based on the actual processes in the teams.
This allowed us to retain 100% of key clients and attract new ones within the first months after the release. The sales cycle for services in some team scenarios decreased from 5 days to 1, and workarounds were completely eliminated, which impacted the growth of CSAT from 11% to 70%.
I restructured the service model for team collaboration based on the actual processes in the teams.
This allowed us to retain 100% of key clients and attract new ones within the first months after the release. The sales cycle for services in some team scenarios decreased from 5 days to 1, and workarounds were completely eliminated, which impacted the growth of CSAT from 11% to 70%.
I restructured the service model for team collaboration based on the actual processes in the teams.
This allowed us to retain 100% of key clients and attract new ones within the first months after the release. The sales cycle for services in some team scenarios decreased from 5 days to 1, and workarounds were completely eliminated, which impacted the growth of CSAT from 11% to 70%.
Research
Research
Research
Real workflow in teams
Real workflow in teams
Real workflow in teams
I started by analyzing all the materials available to me: user complaints and previous interviews.
I started by analyzing all the materials available to me: user complaints and previous interviews.
The team's work is organized around the client journey, which goes through a series of sessions, forms, and learning materials.
The team's work is organized around the client journey, which goes through a series of sessions, forms, and learning materials.
Administrators, coaches, clients, and HR partners (b2b) participate in the process.
Administrators, coaches, clients, and HR partners (b2b) participate in the process.
The client journey often changes as work progresses — it needs to be supplemented with new steps.
The client journey often changes as work progresses — it needs to be supplemented with new steps.
Sales are handled by dedicated managers, and only occasionally by the coaches themselves, while the price of the same service may vary depending on the client's goals and the marketing approach.
Sales are handled by dedicated managers, and only occasionally by the coaches themselves, while the price of the same service may vary depending on the client's goals and the marketing approach.
Problems
Problems
Problems
The customer journey was split across different tools
The customer journey was split across different tools
The customer journey was split across different tools
Teams were forced to combine Packages and Programs that weren’t connected to each other, and sent additional steps separately. The customer’s progress was spread across several places at once.
Teams were forced to combine Packages and Programs that weren’t connected to each other, and sent additional steps separately. The customer’s progress was spread across several places at once.
It was impossible to automate the customer journey between entities, and customers often had to be guided manually.
It was impossible to automate the customer journey between entities, and customers often had to be guided manually.
Coaches struggled to see the client’s full journey and hand the client off between stages.
Коучам было сложно увидеть весь путь клиента и передавать его друг другу между этапами.
Administrators — monitor progress, coordinate the team, and generate reports.
Administrators — monitor progress, coordinate the team, and generate reports.
Additional client steps were moved outside the service, which further fragmented progress and reduced work efficiency.
Additional client steps were moved outside the service, which further fragmented progress and reduced work efficiency.
Client progress in the program
Client progress in the program
Проблемы
Limited team management
Limited team management
Limited team management
Only one coach could work in the service, and all clients were assigned to that coach. To assign a different specialist to a client, you had to create a copy of the service with another coach.
Only one coach could work in the service, and all clients were assigned to that coach. To assign a different specialist to a client, you had to create a copy of the service with another coach.
This led to the accumulation of duplicates and increased the administrator’s manual work.
This led to the accumulation of duplicates and increased the administrator’s manual work.
The flexible sales model was not supported
The flexible sales model was not supported
The flexible sales model was not supported
The service price was tightly tied to the service itself. To change the price, admin had to create a copy of the service with a different price or payment model.
The service price was tightly tied to the service itself. To change the price, admin had to create a copy of the service with a different price or payment model.
In the service, the coach both sold to and guided the client at the same time, and there was no separate sales manager role in the system.
In the service, the coach both sold to and guided the client at the same time, and there was no separate sales manager role in the system.
This led to duplicated services, team errors, and made sales scaling impossible.
This led to duplicated services, team errors, and made sales scaling impossible.
This list shows a single service with two pricing models and five coaches — already 10 copies of just one service.
This list shows a single service with two pricing models and five coaches — already 10 copies of just one service.
This list shows a single service with two pricing models and five coaches — already 10 copies of just one service.
Solutions
Solutions
Solutions
A single tool for working with clients
A single tool for working with clients
A single tool for working with clients
I designed a new, universal entity for managing a service — Engagement — that brings together all participants and makes it possible to manage the service as a single process:
I designed a new, universal entity for managing a service — Engagement — that brings together all participants and makes it possible to manage the service as a single process:
Build any type of service — a package, a program, or a combination of them.
Build any type of service — a package, a program, or a combination of them.
Automate the client journey through rules for opening activities and assigning coaches.
Automate the client journey through rules for opening activities and assigning coaches.
Setup the team and assign its members to different stages of working with the client.
Setup the team and assign its members to different stages of working with the client.
Support different roles and easily expand the list of roles thanks to a common layout and permissions matrix.
Support different roles and easily expand the list of roles thanks to a common layout and permissions matrix.
Admin
Coach
Client
Admin
Coach
Client
Heading
Team work
Team work
Team work
In the engagement, you can specify a team, which allows several scenarios to be automated at once:
In the engagement, you can specify a team, which allows several scenarios to be automated at once:
Clients choosing a coach without involving an admin.
Clients choosing a coach without involving an admin.
Session distribution among all coaches, without manual assignment.
Session distribution among all coaches, without manual assignment.
Heading
Flexible assignment to clients
Flexible assignment to clients
Flexible assignment to clients
Previously, the entire service was handled by just one coach, and the service’s clients were automatically assigned to them.
Previously, the entire service was handled by just one coach, and the service’s clients were automatically assigned to them.
I changed connection from "coach-service" to "coach-client" inside Engagement. This makes it possible to distribute clients within the engagement team without duplicating the whole service.
I changed connection from "coach-service" to "coach-client" inside Engagement. This makes it possible to distribute clients within the engagement team without duplicating the whole service.
Heading
Working with client progress
Working with client progress
Working with client progress
I moved the client card into the Slide-out, making the client’s progress and actions available from anywhere in the platform.
I moved the client card into the Slide-out, making the client’s progress and actions available from anywhere in the platform.
The Engagement program is now recorded in the client table at the database level — admin or coach can add Extra activities only for this client without losing the connection to the main program, which makes it possible to tailor the client's program individually right within the service.
The Engagement program is now recorded in the client table at the database level — admin or coach can add Extra activities only for this client without losing the connection to the main program, which makes it possible to tailor the client's program individually right within the service.
Sales
Sales
Sales
Administrators need to sell services under different conditions and in various combinations. In Profi, the price was embedded in the service, which forced duplication to change the price, and services had to be combined and managers assigned outside the platform.
I separated sales from the service and moved them to Offers. This allows selling the service under different conditions, creating combinations of services, bundles, and paywalls, and also managing the sales team.
Administrators need to sell services under different conditions and in various combinations. In Profi, the price was embedded in the service, which forced duplication to change the price, and services had to be combined and managers assigned outside the platform.
I separated sales from the service and moved them to Offers. This allows selling the service under different conditions, creating combinations of services, bundles, and paywalls, and also managing the sales team.
Heading
The client experience was also thoughtfully designed — from the offer to the start of work in engagement.
The client experience was also thoughtfully designed — from the offer to the start of work in engagement.
Impact
Impact
Impact
The team received a single managed process instead of a set of disconnected copies:
The team received a single managed process instead of a set of disconnected copies:
It has become easier to assign coaches,
It has become easier to assign coaches,
adapt the client journey
adapt the client journey
launch new offers without manually rebuilding services.
launch new offers without manually rebuilding services.
This reduced the operational burden on the team and removed architectural limitations that were preventing sales from scaling.
This reduced the operational burden on the team and removed architectural limitations that were preventing sales from scaling.
Before
After
Before
After
Team reviews from Profi
Team reviews from Profi
Team reviews from Profi
Slava is one of the best designers I’ve had the chance to work with. He doesn’t just create visually appealing interfaces — he solves complex problems with a deep understanding of users, their thinking, behavior, and habits. Give him any task, and he’ll find a solution that exceeds expectations. It was a great experience, and I hope we’ll have the opportunity to work together again.
PM in Profi
Slava is one of the best designers I’ve had the chance to work with. He doesn’t just create visually appealing interfaces — he solves complex problems with a deep understanding of users, their thinking, behavior, and habits. Give him any task, and he’ll find a solution that exceeds expectations. It was a great experience, and I hope we’ll have the opportunity to work together again.
PM in Profi
From day one at Profi, Slava impressed me with his ability to quickly turn UX research insights into strong product solutions. We worked together on Service Builder, where he carefully incorporated every detail from my research into the design. This user-centered approach played a key role in reducing churn risk and significantly improved customer satisfaction with the product.
UX-researcher in Profi
From day one at Profi, Slava impressed me with his ability to quickly turn UX research insights into strong product solutions. We worked together on Service Builder, where he carefully incorporated every detail from my research into the design. This user-centered approach played a key role in reducing churn risk and significantly improved customer satisfaction with the product.
UX-researcher in Profi
