GO! Coaching
Modern coaching for ambitious loan officers.
Modern coaching for ambitious loan officers.
Project Details
Project Details
Services
Web Design
Web Design
Creative Strategy
Creative Strategy
Location
North America
North America
Duration
3 months • 2026
3 months • 2026
Team involved
1 Lead Product Designer
2 Product Designers
3 Software Developers
2 Client Stakeholders
1 Lead Product Designer
2 Product Designers
3 Software Developers
2 Client Stakeholders
Info
GO! Coaching is one of North America's leading coaching communities for loan officers, providing structured education, accountability, events, and professional development. The project involved a complete redesign of the platform, transforming its digital presence from a small coaching business into a premium industry-leading brand capable of supporting multiple programs, events, educational resources, and a growing member community.
GO! Coaching is one of North America's leading coaching communities for loan officers, providing structured education, accountability, events, and professional development. The project involved a complete redesign of the platform, transforming its digital presence from a small coaching business into a premium industry-leading brand capable of supporting multiple programs, events, educational resources, and a growing member community.
Impact & Context
Impact & Context
The Impact
GO! Coaching needed a digital experience that matched its position as a modern, high-performance coaching community for loan officers, one that communicated programme value clearly and created real lead generation and revenue, not just presence. I redesigned the website around two connected customer journeys, discovering and joining the coaching programme, and purchasing branded merchandise, turning the site into a unified acquisition, qualification and commerce platform.
GO! Coaching needed a digital experience that matched its position as a modern, high-performance coaching community for loan officers, one that communicated programme value clearly and created real lead generation and revenue, not just presence. I redesigned the website around two connected customer journeys, discovering and joining the coaching programme, and purchasing branded merchandise, turning the site into a unified acquisition, qualification and commerce platform.
Highlights
Two connected journeys, one platform: Redesigned the coaching programme journey and a full merchandise store experience, product discovery, variants, cart and checkout, side by side on the same platform.
Five coaching levels made clear: Introduced a structured presentation of GO! Coaching's five coaching levels, with benefits, member outcomes and testimonials placed throughout the journey.
A second revenue stream: Designed the merchandise experience from the ground up, extending the brand beyond the programme and adding a new digital revenue channel.
Measurable from day one: Early launch data across both journeys gave GO! Coaching a real, first-party baseline for lead generation, coaching signups and merchandise revenue within 14 days of launch.
Two connected journeys, one platform: Redesigned the coaching programme journey and a full merchandise store experience, product discovery, variants, cart and checkout, side by side on the same platform.
Five coaching levels made clear: Introduced a structured presentation of GO! Coaching's five coaching levels, with benefits, member outcomes and testimonials placed throughout the journey.
A second revenue stream: Designed the merchandise experience from the ground up, extending the brand beyond the programme and adding a new digital revenue channel.
Measurable from day one: Early launch data across both journeys gave GO! Coaching a real, first-party baseline for lead generation, coaching signups and merchandise revenue within 14 days of launch.
Organizational Context
Product strategy: Centred on repositioning GO! Coaching as a modern, high-performance coaching community, clarifying programme value and creating stronger lead generation and direct revenue.
Discovery & UX research: Grounded in mapping the existing customer journey against the five coaching levels and the separate merchandise opportunity, to understand where visitors dropped off between interest and booking a strategy call.
Metrics: Real, first-party launch data from the first 14 days live, not modeled projections.
Processes: 1 Lead Product Designer, 2 Product Designers, 3 Software Developers and 2 Client Stakeholders, over a 3-month engagement in 2026.
Product strategy: Centred on repositioning GO! Coaching as a modern, high-performance coaching community, clarifying programme value and creating stronger lead generation and direct revenue.
Discovery & UX research: Grounded in mapping the existing customer journey against the five coaching levels and the separate merchandise opportunity, to understand where visitors dropped off between interest and booking a strategy call.
Metrics: Real, first-party launch data from the first 14 days live, not modeled projections.
Processes: 1 Lead Product Designer, 2 Product Designers, 3 Software Developers and 2 Client Stakeholders, over a 3-month engagement in 2026.
Design Challenge
Design Challenge
GO! Coaching had outgrown its own website. It had become a modern, high-performance coaching community for loan officers, structured around five distinct coaching levels, but its digital presence didn't communicate that value clearly enough to move a visitor from curiosity to a booked strategy call. On top of that, merchandise sat outside the core experience entirely, a brand extension and revenue stream with no real product discovery, cart or checkout to support it. The challenge was designing two connected journeys, coaching and commerce, that could each stand on their own while reinforcing the same brand.
GO! Coaching had outgrown its own website. It had become a modern, high-performance coaching community for loan officers, structured around five distinct coaching levels, but its digital presence didn't communicate that value clearly enough to move a visitor from curiosity to a booked strategy call. On top of that, merchandise sat outside the core experience entirely, a brand extension and revenue stream with no real product discovery, cart or checkout to support it. The challenge was designing two connected journeys, coaching and commerce, that could each stand on their own while reinforcing the same brand.
The Result
The Result
I redesigned the website around a clearer content hierarchy, a more distinctive visual identity, and a structured presentation of the five coaching levels, with programme benefits, member outcomes, testimonials and calls to action placed throughout the journey to move visitors confidently towards booking a strategy call. Alongside it, I designed a full merchandise experience, product discovery, category navigation, product variants, cart management and checkout, extending the GO! Coaching brand beyond the programme and establishing an additional digital revenue stream.
I redesigned the website around a clearer content hierarchy, a more distinctive visual identity, and a structured presentation of the five coaching levels, with programme benefits, member outcomes, testimonials and calls to action placed throughout the journey to move visitors confidently towards booking a strategy call. Alongside it, I designed a full merchandise experience, product discovery, category navigation, product variants, cart management and checkout, extending the GO! Coaching brand beyond the programme and establishing an additional digital revenue stream.
Success Framework
Success Framework
In the first 14 days after launch, the redesigned experience already showed measurable customer and commercial activity across both journeys. Two weeks is too early to judge retention or long-term value, but the early numbers are real, first-party data, not projections, and they establish a working baseline.
In the first 14 days after launch, the redesigned experience already showed measurable customer and commercial activity across both journeys. Two weeks is too early to judge retention or long-term value, but the early numbers are real, first-party data, not projections, and they establish a working baseline.
Acquisition & Interest
2,860 unique visitors generated 174 net-new contacts and 139 newsletter signups.
Coaching Pipeline
49 strategy-call bookings produced 12 qualified leads and 4 new coaching customers.
Merchandise Revenue
43 orders generated $1.8K in revenue, a $42 average order, from 28 first-time customers.
Conversion Lift
Strategy-call conversion rose 70% and newsletter conversion rose 58% versus the prior period.
Personal Reflection
Personal Reflection
GO! Coaching reinforced how much a website can be a business result, not just a brand exercise. Splitting the experience into two connected journeys, coaching and merchandise, meant every decision had to serve two very different intents on the same platform without either one diluting the other. Seeing real numbers within two weeks, contacts, strategy-call bookings, qualified leads, actual merchandise revenue, was proof that clearer content hierarchy and a structured coaching-level presentation don't just look better, they measurably move people from curiosity to commitment faster.
GO! Coaching reinforced how much a website can be a business result, not just a brand exercise. Splitting the experience into two connected journeys, coaching and merchandise, meant every decision had to serve two very different intents on the same platform without either one diluting the other. Seeing real numbers within two weeks, contacts, strategy-call bookings, qualified leads, actual merchandise revenue, was proof that clearer content hierarchy and a structured coaching-level presentation don't just look better, they measurably move people from curiosity to commitment faster.
Product Vision & Next Steps
Product Vision &
Next Steps
The two-week window is a baseline, not a verdict. With real acquisition, coaching-pipeline and merchandise data now flowing, the next phase is watching retention and repeat purchase behaviour past the first 14 days, and using that data to keep optimising the journey between interest and action on both sides of the platform.
The two-week window is a baseline, not a verdict. With real acquisition, coaching-pipeline and merchandise data now flowing, the next phase is watching retention and repeat purchase behaviour past the first 14 days, and using that data to keep optimising the journey between interest and action on both sides of the platform.
