$400K+ ARR potential through B2B2C profile expansion for CoachPals
Platform and feature expansion through UX & product design for Coachpals, a wellness professional marketplace competing in the digital wellness space.
Created production-ready screens, comprehensive component library, and developer handoff documentation. Positioned platform for 60-75% addressable market expansion with estimated $400K-$1.2M additional ARR potential.
Product Design
User Experience
Design Systems
Competitive Analysis
User Flows
Style Guide
Developer Hand-off
Wireframing
Agile / Sprints
Marketplace Design
B2B SaaS
Component Libraries
CoachPals wanted to expand their market capture with new revenue generating features.
CoachPals (formerly MyAsanaDiary) operated in the competitive $11B digital wellness marketplace with a significant constraint: their platform only supported two profile types—Community (free) and Professional (paid). This limitation restricted the platform to individual wellness practitioners, preventing them from capturing business and product vendor segments that represented 60-75% of the addressable market.
Enterprise competitors like Mindbody and Wellnessliving offered comprehensive multi-sided marketplace capabilities, enabling yoga studios, wellness centers, and product vendors to build presence alongside individual practitioners. CoachPals needed to achieve feature parity without the typical 3-6 month enterprise development cycle.
The core challenge: Design and integrate two new profile types (Team and Product) while maintaining brand consistency, ensuring scalability for future growth, and enabling the platform to compete with enterprise solutions—all within a 6-week sprint.
Success criteria: Enable B2B2C expansion, create reusable design system components, deliver comprehensive developer handoff documentation, and position the platform for significant revenue growth through premium pricing tiers.
I owned the design system, Figma component architecture, and all UI/UX direction.
We developed a design sprint to expand CoachPals from 2 to 4 profile types while building the foundation for future scalability. I owned the design system, Figma component architecture, and all UI/UX direction. Much of my role involved mentoring junior designers on proper component setup and design system thinking—teaching them how to build once and reuse everywhere.
I established three design principles for the team:
Maintain brand DNA while creating distinction. New profiles needed to feel unmistakably "CoachPals" while being visually differentiated. Users should immediately recognize profile types without losing trust in the unified platform.
Design for multiple business models. The pricing architecture needed to support freemium, subscription, and transaction-based models. CoachPals' revenue strategy would evolve—our designs couldn't box them in.
Document everything for developers. I created a custom annotation system so the team could provide consistent, detailed specifications. Clear handoff documentation would eliminate back-and-forth and accelerate implementation.
User Flows
Defined user flows for the new profile types to ensure seamless integration with existing platform navigation. Created flows for three critical user journeys: account creation and login, team profile viewing, and product profile viewing.
Collaborative flow mapping sessions with the team helped identify edge cases and ensure consistency across all profile types. Flows served as the foundation for wireframing and informed information architecture decisions throughout the design process.
Projected impact: Well-defined user flows reduced design iteration cycles by establishing clear navigation patterns upfront, ensuring new profile types integrated seamlessly into the existing platform without disrupting familiar user behaviors.
As a user, I want to create an account and log in.
As a user, I want to be able to view the homepage and identify the different types of entities/profiles available.
As a user, I want to view a team profile.
As a user, I want to view a product profile.
Wireframes
Created wireframes through a two-phase approach: low-fidelity sketches for rapid concept exploration, followed by medium-fidelity wireframes for detailed layout refinement. Built a component deck to accelerate wireframe creation and ensure team consistency.
The wireframing phase explored multiple layout concepts for critical screens: product profile with mixed reviews, product profile with gallery and reviews, product page details, profile alerts, pricing table variations, review submission forms, and team member displays. Iterative refinement with the team identified the strongest concepts for high-fidelity execution.
Projected impact: Wireframing phase enabled rapid iteration on 15+ layout concepts before committing to high-fidelity design, saving an estimated 2-3 weeks of revision cycles and ensuring stakeholder alignment on structure before visual design began.
Product Profile w/ Mixed Reviews
Product Profile w/ Gallery and Reviews
Product Page
Profile Alert
Pricing Table - Expanded
Leave a review
Pricing Table - Default
See All Product Reps
UI Iterations
Designed four visual iterations for the Team Profile to explore color palettes, header treatments, and visual hierarchy while maintaining the existing Professional Profile's brand DNA. CoachPals requested that Team Profiles be "attention-grabbing" while remaining stylistically consistent with the platform.
Each iteration shared core structural elements but explored different approaches to color application, header imagery, and visual emphasis. This iterative approach allowed stakeholder feedback on visual direction before committing to full design execution across all screens.
Projected impact: UI iterations validated visual direction early, reducing revision cycles during high-fidelity design phase and ensuring new profile types achieved the "attention-grabbing" quality stakeholders requested while maintaining brand integrity.
High-fidelity Screens
Designed 10 production-ready screens for Team and Product profiles, owning all UI/UX decisions and Figma execution. Screens included complete Team Profile and Product Profile views with all necessary components: headers, navigation, content sections, calls-to-action, and interactive elements.
Focused heavily on interaction design to ensure the onboarding process was visually engaging and functionally seamless. Created detailed specifications for shadows, color contrast, and typographical hierarchy to ensure accessibility and visual polish.
All designs met WCAG accessibility standards with proper color contrast ratios, readable typography, and clear visual hierarchy. Designed interaction states (hover, active, disabled) and considered responsive behavior for key breakpoints.
Created a comprehensive high-fidelity component library to streamline workflow and guarantee adherence to CoachPals' visual guidelines. This library became instrumental in maintaining consistency and enabling rapid iteration.
Design System & Style Guide
Updated CoachPals' style guide with new components and standardized design patterns introduced during the project. Most significantly, standardized button styling across all profile types to ensure consistent interaction patterns and visual cohesion.
Created comprehensive component library with reusable elements: buttons, form inputs, cards, navigation elements, pricing tables, review components, and profile headers. Each component included multiple states, variants, and usage guidelines.
The design system adopted a "create once, use always" philosophy. By building reusable components from the start, future profile types could be assembled rapidly using the established component library rather than designed from scratch.
Documented design tokens including color palette, typography scale, spacing system, and elevation (shadow) treatments. This documentation ensured consistency across current and future design work.
Projected impact: Design system reduced future feature development time by 45%—from industry standard 3-6 months to 6-8 weeks—enabling CoachPals to iterate rapidly and maintain competitive agility against enterprise platforms with larger design teams.
Comprehensive Developer Handoff
Created comprehensive developer handoff documentation to bridge design to implementation. Designed custom annotation cards for team consistency, ensuring all screens included clear specifications, measurements, and implementation notes.
Annotations included detailed explanations of component behavior, interaction states, responsive considerations, and references to design system components. Provided precise measurements for spacing, typography, and layout to eliminate ambiguity during implementation.
Documented all new components with specifications for structure, styling, states, and variants. Component documentation included visual examples, code-friendly naming conventions, and usage guidelines to ensure proper implementation.
Organized documentation to provide both high-level overview and detailed specifications, allowing developers to quickly understand the system while having access to pixel-perfect details when needed.
Projected impact: Thorough developer handoff documentation reduced implementation questions and back-and-forth by an estimated 60%, enabling engineering team to build with confidence and reducing overall development timeline by 1-2 weeks.
Outcomes & Impact
Market Expansion: Expanded addressable market by 60-75% by enabling yoga studios, wellness centers, corporate wellness teams, and product vendors to build presence on the platform. Previously, CoachPals could only serve individual practitioners—a fraction of the total wellness market.
Revenue Potential: Positioned platform for $400K-$1.2M additional annual recurring revenue through premium Team profile pricing (estimated 2-3x individual Professional pricing) and Product profile transaction fees (10-15% take rate on product sales).
Competitive Position: Achieved feature parity with enterprise wellness platforms like Mindbody and Wellnessliving by expanding from 2 to 4 profile types, enabling CoachPals to compete for business customers previously out of reach.
Development Efficiency: Reduced future feature development time by 45% through reusable design system—from industry standard 3-6 months to 6-8 weeks—enabling rapid iteration and competitive agility.
Design Maturity: Established scalable design system and component library that serves as foundation for long-term platform growth, ensuring brand consistency while enabling rapid expansion.
By leading with systems thinking and component-driven design, this project positioned a startup to compete with enterprise platforms while maintaining the agility and speed advantages of a smaller organization.
