My Secure Advantage — CoachMe Platform
Streamlining Coach Workflows: How We Cut Prep Time by 67% While Enabling Million-Dollar Enterprise Sales
Overview:
My Secure Advantage (MSA) is a B2B financial coaching service with 50+ internal coaches serving 1.2 million members. When I joined the company, coaches were struggling with a 20-year-old "Frankenstein" system that required juggling 4-5 browser tabs for each member interaction. As Senior Product Designer, I was tasked with rebuilding the entire coach-facing platform to streamline workflows and create parity with our new member experience. I consolidated three disparate applications into a unified CoachMe platform that transformed how coaches prepare for calls, access member information, and deliver personalized financial guidance.
Impact:
Reduced coach onboarding time by 50%, cut pre-call prep time from 15 minutes to 5 minutes (67% improvement). Enabled platform parity with member experience, contributing to million-dollar enterprise contracts with MLB, T-Mobile, and government contractors.
Role
Sr. Product Designer
Duration
16 months
Team (Besides Me)
2 PM, 2 Eng, CTO, 15+ Money Coaches
Establishing Context
Why this project mattered for the business
Reduced Cognitive Load
All member information, educational resources, and tools consolidated into a single, intuitive interface
Faster Preparation
Organized coach dashboard providing instant access to member information, coaching history, etc
Improved Member Service
Parity with member curriculum, enabled more personalized and effective coaching sessions
Key Outcomes
Key Outcome 1
We created a unified coach workspace that eliminated workflow fragmentation.
This initiative mattered to the business because it dramatically reduced onboarding time for new coaches and improved day-to-day efficiency for our entire coaching workforce—the core delivery mechanism for MSA's service.
Consolidated Member Dashboard
All critical member information—financial status, coaching history, upcoming goals, and session notes—accessible in a single view that previously required 4-5 separate tabs.
Integrated Curriculum Access
Educational resources and coaching materials now contextually available within each member's workspace, eliminating the need to search separate systems during live coaching calls.
Streamlined Documentation
Note-taking, file sharing, and member data updates integrated into the primary workflow, improving data quality and reducing administrative overhead.
Key Outcome 2
We achieved platform parity with the member experience while respecting coach workflow preferences.
This initiative mattered to the business because platform alignment was essential for enterprise sales success and enabled the personalized, goal-based coaching approach that differentiated MSA in the market.
Goal-Based Information Architecture
Coach platform now mirrored the member experience structure, with financial domains like "My Money" and "My Retirement" organizing both curriculum and member progress tracking.
Familiar Interface Patterns
Despite consolidation, we maintained browser tab-like visual cues and navigation patterns that coaches were comfortable with, easing the transition from their established workflows.
Enhanced Member Context
Coaches gained visibility into member platform activity and goal progress, enabling more informed and personalized coaching conversations.
Handling adversity
Internal Resistance: Balancing Workflow Innovation with User Comfort
One of our biggest challenges was managing resistance from experienced coaches who had developed efficient personal workflows around the multi-tab system. Some coaches argued that browser tabs served as a strategic organizational tool and worried that consolidation would disrupt their established rhythms.
As the design lead, I addressed this through a combination of empathetic research and tactical demonstration. I conducted individual meetings with resistant coaches, walking them through clickable prototypes that showed how the consolidated interface could maintain their familiar mental models while eliminating inefficiencies. By designing tab-like visual elements and ensuring all critical information remained visible or easily accessible, I demonstrated that the new system would enhance rather than replace their expertise.
This approach transformed skeptics into advocates and ensured smooth adoption across the entire coaching workforce.
This is an example of absolute minimal friction for the member to input data / complete goals.
Conclusion: What I Learned, What I’d Do Differently
This project reinforced the importance of change management in enterprise software design. Technical consolidation is only successful when it respects existing user mental models and workflows. By treating experienced coaches as domain experts rather than obstacles to change, I learned how to drive innovation while maintaining user buy-in.If I were to do this again, I'd invest earlier in quantitative workflow analysis to complement the qualitative feedback. Measuring actual task completion times and error rates would have provided stronger data for prioritization decisions and post-launch success measurement.
I'd also push for more extensive beta testing with a smaller coach cohort before full rollout, allowing us to identify and address edge cases that emerged only with extended real-world usage. The project ultimately demonstrated how thoughtful consolidation can dramatically improve operational efficiency while maintaining the human-centered approach that makes MSA's coaching service distinctive.
