The project
Your Coach connects people with personal trainers in a way that feels approachable, affordable, and human. I worked on refining the user journey, simplifying the messaging, and designing a clear, accessible path for two key audiences: people looking to get fit, and trainers looking for clients. The result is a friendlier, faster site that gets straight to the point — and helps users take their first step with confidence.
We were tasked with evaluating and improving the user experience of Your Coach, a site designed to connect people wanting to get fit with personal trainers, focusing on user flow, navigation, and content clarity.
Previous site
Key pain points
Unclear User Flow
No clear starting point or primary call-to-action (CTA)
Ambiguous navigation labels like “Your Barriers” and “Your Products”
Ambiguous Content
Vague messaging and generic phrasing
No immediate explanation of what the platform does or offers
Limited Engagement Opportunities
No obvious sign-up flow or interactive features
No testimonials, case studies, or trainer profiles to build trust
Our recommendations
- Improve navigation with clear, action-driven labels
- Clarify the value proposition on the homepage
- Add prominent CTAs
- Include social proof: testimonials, trainer bios, success stories
New site
Improvements
Clear User Flow
Immediate choice between “I want to get fit” and “I’m a personal trainer”
Step-by-step guide provides direction and reduces friction
Clearer, Friendlier Content
Focused messaging that highlights common user barriers
Tone is approachable and engaging
Better Engagement
Blog and newsletter form included
Improved structure and visual hierarchy
Colour palette
-
- Yellow Green
- #d1ff29
- rgb(209 255 41)
- hsl(73deg 100% 58%)
-
- Blue Grey
- #858d8e
- rgb(133 141 142)
- hsl(192deg 4% 54%)
-
- Dark Blue Grey
- #424f57
- rgb(66 79 87)
- hsl(192deg 4% 30%)
-
- Darkest Blue Grey
- #21272c
- rgb(33 39 44)
- hsl(192deg 4% 15%)
-
- Black-ish
- #1a1a1a
- rgb(26 26 26)
- hsl(0deg 0% 10%)
-
- Grey
- #ccc
- rgb(204 204 204)
- hsl(0deg 0% 80%)
-
- Dark Grey
- #4d4d4d
- rgb(77 77 77)
- hsl(0deg 0% 30%)
-
- Light grey
- #ebebeb
- rgb(235 235 235)
- hsl(0deg 0% 92%)
-
- Off White
- #f1f2ee
- rgb(241 242 238)
- hsl(75deg 13% 94%)
Performance and Core Web Vitals
Previous site
Mobile
Performance:
71%
Accessibility:
90%
Best practices:
96%
Search Engine Optimisation:
85%
Full details
-
Largest Contentful Paint:
6.8s
Success: < 2.5s Warning: 2.6s - 4s Error: > 4s
-
First Contentful Paint:
2.6s
Success: < 1.8s Warning: 1.81s - 3s Error: > 3s
-
Speed Index:
3.4s
Success: <3.4s Warning: 3.5s - 5.8s Error: > 5.8s
-
Cumulative Layout Shift:
0.032
Success: < 0.1 Warning: 0.11 - 0.25 Error: > 0.25
-
Total Blocking Time:
100ms
Success: < 200ms Warning: 201ms - 600ms Error: > 600ms
-
Page weight:
5.17MB
Success: < 1.50MB Warning: 1.50MB - 2.23MB Error: > 2.23MB
Desktop
Performance:
93%
Accessibility:
91%
Best practices:
96%
Search Engine Optimisation:
85%
Full details
-
Largest Contentful Paint:
1.4s
Success: < 2.5s Warning: 2.6s - 4s Error: > 4s
-
First Contentful Paint:
0.6s
Success: < 1.8s Warning: 1.81s - 3s Error: > 3s
-
Speed Index:
1.6s
Success: <3.4s Warning: 3.5s - 5.8s Error: > 5.8s
-
Cumulative Layout Shift:
0.032
Success: < 0.1 Warning: 0.11 - 0.25 Error: > 0.25
-
Total Blocking Time:
90ms
Success: < 200ms Warning: 201ms - 600ms Error: > 600ms
-
Page weight:
5.17MB
Success: < 1.50MB Warning: 1.50MB - 2.23MB Error: > 2.23MB
New site
Mobile
Performance:
100%
Accessibility:
100%
Best practices:
100%
Search Engine Optimisation:
100%
Full details
-
Largest Contentful Paint:
1.4s
Success: < 2.5s Warning: 2.6s - 4s Error: > 4s
-
First Contentful Paint:
0.9s
Success: < 1.8s Warning: 1.81s - 3s Error: > 3s
-
Speed Index:
0.9s
Success: <3.4s Warning: 3.5s - 5.8s Error: > 5.8s
-
Cumulative Layout Shift:
0
Success: < 0.1 Warning: 0.11 - 0.25 Error: > 0.25
-
Total Blocking Time:
0ms
Success: < 200ms Warning: 201ms - 600ms Error: > 600ms
-
Page weight:
248KB
Success: < 1.50MB Warning: 1.50MB - 2.23MB Error: > 2.23MB
Desktop
Performance:
100%
Accessibility:
100%
Best practices:
100%
Search Engine Optimisation:
100%
Full details
-
Largest Contentful Paint:
0.3s
Success: < 2.5s Warning: 2.6s - 4s Error: > 4s
-
First Contentful Paint:
0.2s
Success: < 1.8s Warning: 1.81s - 3s Error: > 3s
-
Speed Index:
0.2s
Success: <3.4s Warning: 3.5s - 5.8s Error: > 5.8s
-
Cumulative Layout Shift:
0
Success: < 0.1 Warning: 0.11 - 0.25 Error: > 0.25
-
Total Blocking Time:
0ms
Success: < 200ms Warning: 201ms - 600ms Error: > 600ms
-
Page weight:
248KB
Success: < 1.50MB Warning: 1.50MB - 2.23MB Error: > 2.23MB
Tech used
- Static site generation with Eleventy
- CSS transformations with PostCSS
- Front end build tasks with Gulp
- Hosted on Vercel
- Code stored on GitHub
- Emails powered by Resend
- Checkout powered by Stripe
Reyt good
We're still looking to add the 'social proof', but this will likely come later once the product has been through either a beta or soft launch and feedback around the offering can be gathered. That aside, this initial launch version is in pretty good shape, and we're pretty pleased about it.
“I’d asked Phil to take look at the Your Coach website as it just wasn’t right and I couldn’t put my finger on why. Phil was great right from that initial ask and started looking into the technical build and infrastructure highlighting some key areas that really needed work. From here he gained my input what I wanted and set about rebuilding. Through every step Phil was engaging, approachable and communicated what was needed and how it could be fixed. This massively helped me understand and now I have a much better looking and performing site. Thanks Phil, your expertise and professionalism has massively helped.”