Situation

Kylie Nicholas, an evaluator and coach, launched KA Nicholas Coaching in 2021 to help changemakers create more equitable outcomes for communities. Kylie wanted to partner because of my work as a user experience (UX) designer and researcher. She was in the process of defining her business model, services, and niche, which was a beautiful and dynamic place for me to provide high value to her process and website design. 

Approach

I met with Kylie to learn about her business model, who she wanted as clients, and how she would transform their professional development through coaching. I was really inspired by the work she wanted to do, especially the empathy she has for research and evaluation professionals who lack coaching and mentoring. I decided a user experience strategy was needed to support Kylie in fine-tuning her business model and translate it as a mental model for potential clients.

I conducted user research to validate her assumptions about what clients needed and how they would experience her services. I produced two client personas, complete with their motivations for using KA Nicholas services, what they needed to be successful, and recommendations for improving the client onboarding through her website.

Result

KA Nicholas Coaching has a validated user experience strategy and a framework for continuing to refine her business model, value, and website. Her strategy effectively translates the high value of her coaching services to the needs and goals of clients, making it easy for them to hire her.

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