Reimagining a coaching platform to produce better client ROI
With programs and data aligned to client goals
OVERVIEWMy role
Research
Product Design
Team
VP, Product
3 Engineers
Company
Lingo Live
BRIEFCapture and report on more meaningful ROI data so that Lingo Live coaching programs expand faster
Overview
Lingo Live is a B2B coaching company that provides one-on-one leadership coaching for new managers. Business success depends on clients who are Learning & Development leaders at their companies proving ROI to their leadership teams to expand their programs.
Why did this project exist in the first place?
Program and account expansion rates were below expectations, so our CEO asked the product team to “refresh” the client dashboard. Instead, we ended up reimagining of our entire platform and client onboarding journey.
What did users say?
We interviewed 7 prospects and clients and found that it was hard for them to tell whether programs were creating business value, engagement was hard to track, it was unclear what learners were working on, survey data was unconvincing, and the reporting on it was hard to understand.
We introduced 5 main features: a program designer, survey builder, results pages, engagement pages, and a coachee notebook.
OUTCOMES50% faster growth
Shorter average time for an account to expand (10 months to 5 months)
60% larger expansions
On average due to increased perception of value and business impact
44% better responses
Resulting in more robust and meaningful program ROI data for clients (13% to 57% completion)
OVERVIEWProgram Designer
Lingo Live Admin capturing client information for a new program.
Survey Builder
Lingo Live Admin creating a survey for a new program.
Results pages
L&D Admin reviewing survey responses segmented my data type.
Engagement pages
L&D Admin checking to see whether she has unused sessions she can reallocate.
Coachee notebook
L&D Admin reviewing coachee notebook for in-depth content information.
Let’s dive into Program Designer in more detail. Shall we?
DEEP DIVE
Program Designer
Set programs up for success with a structured, repeatable launch process
Lingo Live Admin capturing client information for a new program.
The personasProblemUnfocused programs. Programs were often not aligned to client goals.
GoalFocused programs. Consistently align programs to client goals.
The user flows / Maybe use screens to showThe sketches and wireframes / Possible directionsThe solutionA structured, repeatable launch process
The checklist functionality prompts account managers to collect program goals, recruiting plans, and other strategic information from before a program launches—every time.
A record of incomplete information
Designing a program involves multiple conversations and a lot of thought. The “mark step complete” functionality allows account managers to ensure nothing falls through the cracks.
“Sometimes clients aren’t sure of the value coaching will provide to the business, but once I walk them through the program design process on the app, they’re like, ‘Oh, okay. I get it. This is great!’ It really speeds things along.”
Kyle, Head of Strategic Accounts (Lingo Live Admin), Lingo Live
LEARNINGS
01User research is critical
When we listened to our users, we realized that our planned solution was totally inadequate. If we had more time, I would have tested each feature with users and iterated on them.
02Business goals are key
On the other hand, it wouldn’t matter how much our clients loved our platform if it didn’t cause them to expand their programs eventually, we wouldn’t be able to provide those programs anymore.
03Knowledge is progress
Many of these features did not ship while I was at Lingo Live (due to an acquisition by a larger learning company), but the learning was valuable, and we definitely would have built on it if we continued.