This case study covers my end-to-end redesign of RacketPro’s coach journey, improving registrations and course completion.
My Role
End-to-end Product Designer
Responsibilities
Design requirements elicitation and early-stage brainstorming
Technical feasibility analysis in collaboration with engineering team.
User flows, Information hierarchy and Wireframing.
High-fidelity designs, updating design systems, and prototyping.
Timeline
4 weeks (2 Sprints)
Team
Cross-functional team including a Senior Product Designer, Business Analyst, engineers, and stakeholders
Use of AI
I used AI tools like Stitch, Claude.ai, and Whimsical during early-stage exploration to structure ideas, visualise flows, and speed up brainstorming.
Disclaimer: AI was used to assist early exploration, not to replace design decision-making.
Project Overview
The core business problem was simple to state but hard to solve: coaches wanted to get certified, but many never finished the journey.
Registrations were dropping, workshops were missed, and support tickets kept piling up. The experience broke down the moment coaches tried to navigate it.
Business goals
Empower new coaches to succeed early through a clear, guided, and confidence-building onboarding journey.
For RacketPro, this wasn’t just about fixing the UI. It was about protecting their most valuable funnel: Level 1 certification, which accounts for ~95% of all signups.
Every unclear decision, hidden dependency, or missed step directly affected revenue, retention, and support cost.
User challenge
Coaches didn’t understand what to buy, why they needed it, or what came next.
Memberships, courses, workshops, and equivalency all existed, but the product treated them as separate items instead of a connected journey.
This created three critical problems:
New coaches felt surprised by mandatory membership requirements
Returning coaches couldn’t tell what they already owned or needed next
Equivalency applicants were left waiting with zero feedback or reassurance
For many older, non-tech-savvy coaches, this uncertainty was enough to abandon the process entirely.
The key design shift
From selling products → to guiding a certification journey
Impact
These results came from design, supported by campaigns and pricing strategies, not from UI polish alone.
Want the full story?
This page highlights the thinking and impact. The full case study goes deeper into decisions, iterations, and trade-offs across registration, workshops, and returning-coach flows.
This case study covers my end-to-end redesign of RacketPro’s coach journey, improving registrations and course completion.