Designing your most epic life

Finding what you are passionate about is tough. Combining it with what you are truly brilliant at is seemingly tougher.

Enter Lauren Trlin, an ex-lawyer who has the tools to help people design their most epic life and find happiness in the hustle.

Like any savvy entrepreneur, Lauren knew validating her approach was essential to creating a viable brand that would resonate. I came on board to help lead the user research and the product design process. 


Where's the gap in the coaching market?

Where's the gap

To find the gap in the coaching market we created a series of competitive maps to access delivery, demographics and pricing. 

Our hypothesis was there was room for a gender-neutral, personalised, one-on-one business coaching service for Gen-Y.

To test this, we designed a survey and ran focus groups to explore the methods and tools Lauren's audience would find valuable.


 Prioritising content themes for Lauren's coaching products during the focus group.

Prioritising content themes for Lauren's coaching products during the focus group.


Validating our hypothesis at scale

For quantitative research the goal was to test whether one-on-one coaching was the right delivery method and if Lauren's mission statement resonated with participants recruited via targeted social ads and forums.

The survey revealed phrases like ‘change maker’ in Lauren's mission statement felt too lofty. Instead, there was a stronger affinity for pragmatic terms such as ‘processes’. 


Uncovering the vision in person

For qualitative research we designed three focus group activities to enable Lauren to co-design her coaching products.

Activity 1 was a vision board exercise created to promote free-flow exploration of their ‘why’. This enabled participants to visualise success across all facets of their lives and identify blocks that required coaching.

Activity 2 was a content card sort focused on the theme of 'success'. Participants labelled and clustered headlines by area of interest into categories. This exercise helped Lauren plan and prioritise her content strategy and define her tone of voice.

Activity 3 required participants to ascribe value to a series of tools and match them to content categories from activity two. This activity clarified the tools that should be bundled into Lauren’s product offering.  


People wanted tools to unlock their potential rather than confront their fears and blocks head on
— Lauren Trlin

A snapshot from the focus groups.


From insight to interaction

Using the insights from research we designed wireframes that unpacked the coaching process and removed any blocks to sign-up.

 Wires were validated amongst personas to ensure the language and layout satisfied their needs. 

Wires were validated amongst personas to ensure the language and layout satisfied their needs. 


  Branding conveys a supportive tone of voice.

Branding conveys a supportive tone of voice.


Results

User research gave Lauren to the evidence and the confidence to launch her ‘6 Week Vision Program’ which she runs one-on-one, at events and with corporate partners.

Personally, working with Lauren was a great experience in exploratory user research and taught me how to co-design products with your target audience.