Journey Mapping


CoachNet was ready to take their business to the next level. They had a good idea what their coaching students were experiencing, but wanted to dive deeper into each persona and discover which directions to innovate in.


The coaching credentialing process is a personal journey, so we opted to conduct interviews in person. For 6 weeks, I was on the road! 🙂


Toni Rosati – Lead Researcher
Ashley Margolis – Researcher
Veronika Goldberg – Designer
David Whited – Consultant
Matthew Davis – Product Manager

Process, Research Design

Since CoachNet had updated it’s processes a couple years back, we wanted to interview recent “graduates”. It proved a difficult task to only schedule recently credentialed coaches, so we expanded our search to current and previous CoachNet students.

We conducted in-person, semi-structured interviews. Asking the interviewee to re-live their credentialing process and pretend that we were making a documentary of their life. Once their story was revealed, we asked them to bucket the stages or “acts” of their documentary and give it a title.

In the data analysis, key quotes were pulled out that defined what each person was thinking, doing, and feeling (as well as various touch points and resources used along the way).

In a 2-day workshop with key stakeholders, we finalized the analysis together. This included affinity mapping the title for each stage of the process and clustering various thoughts, feelings, actions and touchpoints.

Our designer was part of the workshop. She confirmed our emerging stories made sense to the stakeholders before spending too much time on the first digital iteration.

Key Findings

CoachNet hypothesized two personas, but didn’t realize how deeply different their experiences were! It was a huge eye-opener for everyone to see how the different forces in people’s lives made the same curriculum and process feel different.

We also realized the different end-goals of the personas. This lead to big questions that CoachNet stakeholders got to grapple and strategize with for their next innovation.


We helped CoachNet find areas of innovation and improvement for each persona. Towards the end of the workshop, we guided them through a prioritization exercise that helped them build a roadmap for the next 18 months.

I’m proud to say that they are a company of integrity and quickly acted upon the insights we learned together! Soon after, I became a coaching student with CoachNet. I’m on track to be a credentialed leadership coach by June 2019.

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