The Opportunities
We launched a career coaching app! Now we had to prove its value and stand out in the market. Here's what people were asking for:
User data revealed a need to clarify product benefits.
Coaches asked for tools to guide conversations around goals.
Clients wanted insights to support growth and retention.
The Result: A Goals & Tasks feature promised structure and could expand our toolkit.
The Challenges
Navigating Systems, Big Ideas, and Limited Resources
Design System vs. Flexibility: We had a design system for mobile, but not for web. I needed a scalable, multi-platform solution.
Innovation vs. System Constraints: Competitive research revealed great ideas, but our design system couldn’t support them all.
Speed vs. Adoption: We were limited on time and needed user research fast to give us a sense of adoption.
The Scope
Led – User flow and key interactions/component building.
Collaborations – PMs, designers, engineers, and product marketing.
Focus – Global scalability, branding, accessibility, and prototype testing.
User Research, Persona Development, and User Flows
Fast Research, Real Users, Actionable Flow
Our clients needed data to justify their investment, and we needed something testable fast. Instead of waiting for perfect insights, I focused on quick wins to help us learn earlier & design smarter:
Tapped into accessible users for quick interviews and early feedback.
Created proto-personas using qualitative insights and stakeholder input.
Mapped key features into a user flow based on our primary proto-personas.
Spectrum Mapping & Proto-personas | First, I interviewed accessible users about their habits and expectations around task management tools.
I then used Spectrum Mapping to group behavioral patterns...
...and turned them into Skeletal Personas to guide feature direction.
Thanks for reading!
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