Rebekah Champa
Senior Product Designer and UX Strategy Leader based in the Austin, TX area
Career Coaching Landing Page
Autumn 2024
Scope
Large - 9 months​
​
My Role
Primary UX Designer on a team of 4
Platform
Responsive to multiple Desktop sizes with mobile considerations
Tools
Figma, Google slides
Project Summary
This project transformed an outdated career-coaching landing page into a clearer, more compelling experience—helping employees easily access coaching offered through their employer.
Objective
Replace the existing landing page with a modern, high-performing landing page that resulted in greater call bookings for career coaching participants.
​
Success Metrics
-
Increase call booking percentage.
​
Results
The new design increased call bookings from 42% to 59% — a 17-point gain and 40% lift! After a successful test with 10% of new coaching participants, the new landing page was rolled out to all career coaching participants in summer 2025.
Research
​
Unmoderated User Testing of Current Landing Page
We needed to determine exactly why the current landing page was not performing. We had our guesses, but we needed to verify with real people in our key demographic. Users had a lot of confusion on the original landing page. It didn't clearly state exactly what the service was, that it was free to use and paid for by their employer, or that the coaching sessions were completely private. Participants thought they were signing up for a resume service, and did not trust that private career coaching paid for by their employer was private. ​
The "Before" State and Just Some of the Problems
Problem 1
It's not clear to users what this page was actually for.
Problem 2
Video content and description of the service offering was vague and not helpful.
Problem 3
Coach was auto-assigned and the ability to choose a different coach was too hidden.
In user tests a large majority would click on the "Explore other coaches" link instead of the primary CTA.
Problem 4
Users who actually understood the page and wanted to choose their own coach would spend a lot of time looking at coach profiles only to find that their desired coach was had no or limited availability.
Problem 5
Repetitive content made finding clarity and applicability difficult.
Problem 6
Testimonials were over-engineered and felt fake (cause they were!).
Problem 7
The content on the page was frustrating and confusing to many users and most ended up abandoning the page.
Many Iterations with Team and SME Feedback​
​
Team Participation
We had a large team with a lot of voices (about 14 total with PMs, designers, and other stakeholders). We wanted to make sure everyone's voice and perspective was heard throughout the process. Everyone was invited to the design reviews at every stage. This level of collaboration definitely took more time but proved to yield a much sharper result from a diverse and caring team.
​
Interviewing Coaches
My favorite part of the process, besides making something beautiful, was talking to the actual coaches about their work. Every one I spoke with shared the things they loved and hated about the platform, but they all shared one trait. They were all very passionate about their work and the people they helped.
Early Concepts & Wires
Based on our user's main pain points that we discovered in initial testing we knew we needed to make it clear to the user exactly what they are being offered, including surfacing that the program is free to them and paid for by their employer, and that their coaching sessions are private and confidential. In addition, one of my main ideas was to introduce one-click booking.
LOTS of Early Iterations
We went from looking too "corporate" or "cold" in early iterations to eventually becoming more warm and inviting while keeping a heavy focus on information hierarchy throughout the page.
The Vision - Tell a Clear, Trust-Building Story
The goal was to design a landing page that doesn’t just describe career coaching, but explains why it matters. It needed to clearly communicate what the service is, how easy it is to book a first call, and what coaching can unlock for someone at a career crossroads. The experience should meet users where they are—acknowledging doubts, answering unspoken objections, and offering reassurance through authentic testimonials and real-world outcomes.
Valuable Team and Stakeholder Insights
Throughout the process, frequent meetings with the the product team and stakeholders steered the content of the page and the direction of the design into a more warm and inviting feel, less corporate-looking.
Design Explorations
My favorite part of the design process is when the creativity flows!
Pivots and Challenges
In our explorations we struggled to make the text over the hero image accessible and readable. At one point we briefly considered building out an interim state for just the booking flow on the current landing page due to pressure to ship quickly, but ended up deciding to move forward with our design vision.
Final Design
After a lengthy back-and-forth process between the design team, product team, user feedback and testing, and a variety of stakeholders, we presented a final version that the entire team was proud of! It was released to 10% of new coaching participants.
Prototype and Dev Handoff
I prototyped the entire experience and provided additional variations and instructions for the engineering team to make the handoff process straightforward.
