Partnering with Startup Wilma, we realized their vision of a women-centric coaching platform aimed at fostering female leadership through business coaching.

Embarking on this project posed an exhilarating challenge: we began entirely from scratch, crafting the core essence of the coaching platform's identity. The task encompassed not only defining the unique selling points and fundamental features for multiple target groups from the ground up but also delving into yet unexplored design territory. Without any pre-existing brand design, our journey initiated with a blank canvas, demanding the  definition of every visual facet—ranging from color palettes to typography choices.

The ultimate goal was to create a compelling visual identity, which we iteratively developed via key screen designs and seamlessly translated into a first design system.

What are the key steps and touchpoints that users might encounter while engaging with our platform?
How might we effectively address user pain points and needs throughout their journey?

We kicked off the project with user journey workshops which I prepared and facilitated and which were pivotal in shaping our project's foundation. The workshops facilitated a comprehensive grasp of target groups, their pain points and aspirations as well as differentiators and Wilmas values and positioning. These workshops focused on the creation of individual user journey maps for the two target groups: coaches and coachees, informing the development of features aligned with the respective user needs. Through an ideation, we visualized the key features along the user journeys.

The workshops served as a platform to collaboratively ideate, discuss and prioritize ideas, resulting in a prioritised set of features / screens to be refined in the following design phase.

How should the platform be structured?

Based on first scribbles that we ideated in the workshops, I dove right into conceptual exploration of the keyscreens. Those concepts included wireframes for screens such as a landing page, a coach profile and the coach profile setup. Creating those concepts served to define content, structure and features of the keyscreens,

Exploring visual design directions based on benchmarks and brand values

To define Wilma's visual design direction, we gathered visuals from key competitors and organized them on a matrix, assessing their visual styles on a spectrum ranging from a& simple' to 'progressive & bold'. A these with pre-defined brand values of Wilma established during the previous workshop, we strategically positioned Wilma's brand on this scale as a basis for the exploration of two visual design directions.

After finalising a design vision and to apply this branding to the keyscreens, we finished the project with the establishment of a comprehensive design system within Figma . As a fundamental system, I set up a colour palette, a grid system, text styles and icons. Based on these, I setup multiple components such as basic interaction elements like buttons, tags and form fields – but also more comprehensive components like profile cards for the listing page.