Reimagining a coaching platform to produce better business results
Working closely with the VP Product, I redesigned the Lingo Live coaching platform to help build programs aligned to client goals, collect and reported more meaningful data to prove program ROI, and promote faster program expansion.
My role
Research, Product design
Team
VP, Product
3 engineers
The Background
The growth of coaching programs depends on creating client value and reporting on it well.
Lingo Live is a B2B professional education company that provides one-on-one virtual leadership and communication coaching aimed at new managers at client companies. The company’s business success depends on clients deciding to continue and expand their coaching programs.
A typical client Lingo Live is an Learning & Development professional at a growing tech company looking to upskill high-potential employees to accelerate their transition into people managers. In order to continue and expand coaching programs, she needs to be able to prove program ROI to her leadership team to secure a continued and expanded budget.
Internally, Lingo Live account managers work with the client to structure their coaching program, track session usage, and develop and administer surveys to measure key program results. This involves a lot of manual work and most of their time.
The Business Problem
Coaching programs weren’t expanding fast enough.
Our CEO asked us to “refresh” the client dashboard to help L&D buyers make a better case for more coaching budget to their executive teams. So we put together some prototypes and starting sharing them with users who matched our Ideal Customer Profile.
We discovered that our problem was much bigger than we thought and required a reimagining of our entire platform and client onboarding journey which meant designing not only for L&D Clients, but also our internal account managers.
Project Outcomes
50% faster account growth
Shorter average time for an account to expand (10 months to 5 months)
60% bigger expansions
On average due to increased perception of value and business impact
44% better survey completion
Resulting in more robust and meaningful program ROI data for clients
Even through we weren’t able to ship all of the features we designed, I was able to help the team determine what would be the most impactful first moves, and we were able to make great steps forward in reporting and account expansion even with the MVP version of our new platform.
“The new platform is significantly stronger than the last one. It definitely makes this product competitive. I would recommend it to a colleague. It’s a huge improvement.”
Samantha, Kinross, Client and User Interviewee
Generative user research
Users told us we weren’t measuring the right things and they couldn’t understand our charts.
We interviewed seven people who matched our ideal customer profile to get their perspective on the data we were collecting and the way we were visualizing it on the current client dashboard. I put together an interview guide and and interview questions, scheduled the interviews and synthesized key themes.
Key findings
Our data wasn’t great. The data we were collecting wasn’t that meaningful.
Our charts were confusing. Our data visualizations were not clear.
Market research
We needed to catch up to the competition and provide something better: programs aligned to client goals.
We evaluated our competitor’s platforms and read up on program evaluation models which lead us to recognize three problems to solve on our existing platform.
Key problems
We were behind the curve. Our platform was missing too many table stakes features to be competitive.
Our reporting process was not scalable. Unlike our competitors, our reporting required time-consuming manual work.
Our programs lacked focus. Our platform didn’t support aligning programs to client goals, which could be a key differentiator.
Domain research
We found better survey questions for measuring ROI and created a better process for structuring programs that would produce ROI.
We tried to learn everything we could about how to prove the ROI of coaching programs which led us to the books The Kirkpatrick Model of Training Evaluation and Measurement Demystified. We also interviewed subject matter experts in soft skills proficiency measurement.
Because our product is a combination of a digital platform and human-delivered account services, in addition to our work on the platform, we also rethought the client journey and created a framework for client conversations that would help align programs to client goals. We trained our account managers to use it to create more programs that were better aligned with client goals, and accelerate expansion.
Usability testing
Users told us the new data we were collecting was valuable, our visualizations were getting better, and exporting data was a big value add.
Based on our findings, I introduced a new navigation structure, new types of ROI data collection, and new data visualizations to our prototype. Then I designed a user test (a first for Lingo Live) based on what we had learned that L&D Admins needed to do on the platform. We brought it to 5 of the same user interviewees to find out whether our new design made the value of our programs more clear.
Key findings
Our data was more valuable. Interviewees rated most of the data 4 or 5 out of 5 in terms of value.
Our charts and functionality were better. Some of our chart titles were still confusing, but overall, the visualizations were much more clear, and interviews loved that they could filter and export the data.
User Problems
It was hard for clients to know whether programs were producing value. Account managers were buried in manual work.
The biggest problem we identified was that program design process was ad hoc and key client information was lost in the shuffle. As a result, programs were not systematically designed to align with clients’ business goals—which meant they weren’t set up for success and expansion. If we could fix that, that would set us up to collect more meaningful data, prove value, and expand programs.
Client user problems
1. Unfocused programs. Our platform didn’t support customized programs aligned to client goals.
2. Unconvincing survey data. Surveys did not measure meaningful ROI data and response rates were often too low to be meaningful.
3. Lack of engagement visibility. Clients couldn’t easily track session usage and survey completion.
4. Lack of content visibility. Clients couldn’t tell what coachees were working on and whether it was providing business value. The coaching felt like a “black box.”
5. Unclear and unconvincing ROI reporting. Clients couldn’t easily report on program ROI to their executive teams.
Internal team user problem
6. Unscalable data collection and reporting process. Unlike our competitors, our reporting required account managers to manually collect data and assemble reports. This was time-consuming and red flags came too late.
Project Goals
Improve the service design of program onboarding so programs produce more value. Measure that value well and make it visible.
1. Focus programs. Set clients up for success by ensuring programs are consistently structured to achieve client goals.
2. Convincing ROI data. Collect data that measures program value and ROI in a meaningful way.
3. Streamlined survey creation. Increase efficiency by automating some of the survey creation process.
4. Clear, compelling, and scalable reporting. Share data automatically in a way that allows admins to focus on what is relevant to them in the moment.
5. Self-service engagement tracking. No more tedious back-and-forth. One place to get immediate visibility into unused sessions and incomplete survey data.
6. Responsible content and progress sharing. Provide visibility into coachee work and progress without breaching confidentiality of the coach/coachee relationship.
Solution 1: Program Designer
Setting programs up for ROI success by clarifying goals and measuring progress toward them well.
Our programs lacked focus. Our platform didn’t support aligning programs to client goals, which could be a key differentiator.
Lingo Live Admin capturing key client information for a new program so that it aligns with client goals and produces maximum ROI.
The problem
1. Unfocused programs. Our platform didn’t support aligning programs to client goals, which could be a key differentiator.
The goal
1. Focused programs. Set clients up for success by ensuring programs are consistently structured to achieve client goals.
The solution
The program designer is a checklist that prompts account managers to collect program goals, recruiting plans, and other strategic information from clients before a program launches—every time. The program information pages display this information for coaches and participants.
Why it works
Designing a program involves multiple conversations and a lot of thought. The checklist approach with its “mark step complete” functionality makes it easy for account managers to make sure nothing falls through the cracks. In addition, sharing program goals with coaches and participants at the outset means they can align their work with them. As a result, coaching programs are much more likely to deliver value to the client’s business.
Kyle, Head of Strategic Accounts (Lingo Live Admin), Lingo Live
“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.”
Solution 2: Survey Builder
Asking the right questions of the right people at the right times.
Lingo Live Admin creating a custom client program survey using standardized question groups with best-in-class questions for measuring ROI.
The problems
2. Unconvincing survey data. Surveys did not measure meaningful ROI data and response rates were often too low to be meaningful.
6. Unscalable data collection and reporting process. Unlike our competitors, our reporting required account managers to manually collect data and assemble reports which was very time-consuming.
The problems
2. Convincing ROI data. Collect data that measures program value and ROI in a meaningful way.
3. Streamlined survey creation. Increase efficiency by automating some of the survey creation process.
The solution
In order to prove ROI, program surveys needed to measure progress toward client goals with consistent questions from the beginning of the program to well after its end. This meant that questions and surveys needed to be finalized before a program launched, (which was definitely not the case when we started). We created a survey builder within the program designer tool, and required all surveys to be completed and approved in order to unlock the program launch functionality.
They also needed to ask the right questions. To address this, we created reusable question groups comprised of questions based on best-in-class measurement methodologies and organized by topic so that we could focus on the areas that matter to each client.
In addition, to coachee surveys, we offered the option to survey a “feedback team” comprised of the coachee’s manager, colleagues and direct reports, and provided question groups customized for them as well.
Why it works
The survey builder requires account manager and client to create surveys when program goals are top of mind so they measure them well and can to report on them meaningfully.
The regular cadence of surveys over the course of the program allows the account managers to flag potential issues and address them proactively along the way.
Reusable question groups for both coachees and feedback team members make the survey creation process as simple and scalable as possible for the Lingo Live and L&D Admins.
20-30 hours saved per quarter
Lingo Live Customer Success team members estimated this feature would save them time and free them up to make do more nuanced analysis and make thoughtful and impactful client recommendations.
Solution 3: Results Page
Sharing meaningful data is a way that’s easy to understand and use, be it for course-correction or internal promotion.
L&D Admin reviewing survey responses segmented my data type to evaluate quantitative and qualitative engagement, learning, behavior and results in aggregate and on the individual level.
The problems
5. Unclear and unconvincing ROI reporting. Clients couldn’t easily report on program ROI to their executive teams.
6. Unscalable data collection and reporting process. Unlike our competitors, our reporting required account managers to manually collect data and assemble reports. This was time-consuming and red flags came too late.
The goal
4. Clear, compelling, and scalable reporting. Share data automatically in a way that allows admins to focus on what is relevant to them in the moment.
The solution
We created a results page to house survey response data where L&D and Lingo Live Admins can see aggregate data segmented by impact area so they can focus on what matters to them most in the moment—whether it’s how much coachees are enjoying the program so far, or what leading indicators they have that the program is driving business results. They can also drill down to see individual responses so they can follow-up with coachees to learn more about their experiences, and proactively course-correct, as needed.
Why it works
The results page provides L&D clients with charts they can screenshot and drop into program update presentations for leadership teams as well as specific survey responses from individual coachees—both common desires that surfaced in user testing.
“The new platform is helpful for rolling up metrics to the leadership team. And it’s nice if you have a senior leader who wants more context because you can go deeper right there.”
Kara, Auth0 (Client, User Interviewee and Beta User)
Solution 4: Engagement Pages
Making it easy to keep track of sessions and surveys so money isn’t wasted and program data is robust.
L&D Admin checking to see whether she has unused sessions she can reallocate, and whether her participants are late on their surveys and she should nudge them about them.
The problem
3. Lack of engagement visibility. Clients couldn’t easily track session usage and survey completion.
The goal
5. Self-service engagement tracking. No more tedious back-and-forth. One place to get immediate visibility into unused sessions and incomplete survey data.
The solution
We updated our engagement pages for admins to clearly show coachee activity, session usage and survey completion data both in aggregate and on the individual level automatically.
Why it works
L&D clients can find the information they need to make sure they don’t waste any session without time-consuming back-and-forth with our team, and account managers have more time to focus on delivering nuanced insights on business impact rather than constantly reporting on engagement.
L&D clients can also easily see who hasn’t submitted their surveys and nudge them, and a nudge from an client team member is a much more effective way to improve survey participation than a nudge from an unfamiliar Lingo Live team member.
“The new design makes it so much easier to stay on top of things and prevent waste. It’s a total life-saver.”
Merritt, Abstract (Client, User Interviewee and Beta User)
Solution 5: Coachee Notebook
Helping L&D Admins keep programs on-track while maintaining a safe space for one-on-one learning and growth.
L&D Admin checking on an individual coachee’s session usuage, goal progress, team survey completion and profile to make sure their experience is on-track.
The problem
4. Lack of content visibility. Clients couldn’t tell what coachees were working on and whether it was providing business value. The coaching felt like a “black box.”
The goal
6. Responsible content and progress sharing. Provide visibility into coachee work and progress without breaching confidentiality of the coach/coachee relationship.
The problem
Clients wanted to know enough to feel confident the program was providing business value without breaching the confidentiality of the coach/coachee relationship.
Coaches and coachees didn’t have a place on the platform to track goals, store notes and resources, and mine survey responses for helpful feedback.
The goals
Provide a better understanding of what coachees are working on without breaching confidentiality or requiring clients to reach out to our internal team as a go-between.
Give coaches and coachees a place to house their materials so they can easily refer back to past sessions, chart progress toward goals, and take advantage of team feedback insights.
The solution
With the coachee notebook, coaches write two notes after each session: one for the coachee and one for the L&D and Lingo Live admin after each session summarizing the progress and next steps. The coachee notebook displays the coachee’s note to the coachee only, and the L&D and Lingo Live one to admins only. In addition, the coachee notebook displays individual coachee session usage, goal tracking, and survey completion tracking, for the coach, coachee, and admins to reference anytime.
Why it works
L&D admins get a clear picture of what topics coachees are working on and whether they’re aligned with program goals. They also get a read on whether the coachees are making progress or might need some help—or a different coach.
Coachees can track their progress, review session notes and resources, and review feedback all in on place, which gives them a greater sense of ownership and momentum.
Coaches have the opportunity to surface coachee successes to L&D admins and potentially help advance their careers.
“Having two separate notes makes it easy to frame the work so the company’s team can see the value.
For example, a ‘celebration journal’ for the coachee becomes an ‘exercise in training success mindset’ for the company.”
Tatyana, Coach (Internal team member)