
PROJECT OVERVIEW
wellbeingABC — a coaching platform
wellbeingABC connects people who want personal support with professional coaches. Clients find a coach, buy a session, book a time, take self-assessments, keep a journal and message their coach. Coaches publish services, manage clients, share resources and follow client progress.
It runs in English and Chinese. Many of the people it is built for live in China, so both languages had to work equally well — down to every question in the assessments, not just the buttons.
Problem
People often have a long-term goal for their life or their wellbeing. They do not know how to start, and they do not know how to keep going. What they need is guidance, accountability, and someone to talk to.
Independent coaches have the opposite problem. They have the skill. They lose the time. Scheduling sits in one tool, payments in another, resources in a third, and follow-ups in their head.
Both sides were being served by a pile of separate tools that did not talk to each other. The opportunity was one place that holds the whole coaching relationship — from finding a coach to the work that happens between sessions.
My Role
I have been the only person on this since January 2026, and it is still ongoing. Research through to the live site, and everything since.
- Interviewed coaches and clients, and turned what they said into the shape of the product.
- Wrote the product definition myself: user stories, edge cases, and what each screen had to do before I drew it.
- Designed the flows, the information architecture and the screens, working inside an existing design system rather than building a visual identity.
- Wrote every user-facing word, in English and Chinese.
- Built and shipped it, and AI-paired throughout with Claude Code.
Target Users
Two groups with different jobs to do, sharing one product. A third group matters as much: people who are only looking, and are not ready to commit to anything yet.
People looking for support
Adults with something they want to change and no idea where to start. A career move, anxiety, a relationship. Often unsure whether coaching is even the right thing for them.
Independent coaches
Working alone or in a very small practice. They want clients and client progress. They do not want to run scheduling software, chase payments, and re-send the same article every week.
Visitors who are not ready
Someone reading late at night who will not hand over an email address to find out how they are doing. If the product asks first and explains later, they leave.
User Research
I spoke with coaches and with people who had been coached. I interviewed five coaches and eight potential clients, around forty minutes each. I asked what they had already tried, where they stopped, and what worried them about paying.
I find good articles for my clients all the time. Then they sit in a chat thread and nobody opens them again.
The session ends and that's it. Then a week later something comes up and there's nowhere to put it.
I paid first once and the coach never showed. I got the money back in the end. I just didn't book again.
Key Insights
Three things came up often enough to change what I was building.
The material exists. The delivery does not.
Every coach I spoke to collects articles, exercises and assessments for clients. None of them had one place to put those things. The content was never the gap. Getting it to the client was.
People fall off between sessions
Nobody lacked motivation on the day of a session. They lost the thread in the two weeks after. They wanted somewhere to put a thought before it went stale.
Paying first is the trust problem
Nobody worried the payment would fail. They worried about paying for a session that might not happen. Three of the eight clients had been let down that way before.
Design Decisions
Three calls shaped the product. Each one answers something above, and each one cost me something.
A shared space, not a marketplace
01
A marketplace ends at checkout. The problem I heard did not end there. So the product holds the whole relationship: discovery, booking, resources, assessments, journals, messages and payment in one place. The cost is a broader product with more to navigate, which I had to answer with sharper defaults for each role.
Payment completes only after both people confirm
02
Sessions happen away from the platform, so nothing the system can see proves one took place. After the scheduled time both people get a confirmation request, and the transaction closes when both have confirmed. It answers the trust problem directly. It also delays payouts and needs a dispute path. The dispute process is not designed yet.
Private by default, public by choice
03
Clients told me that reading someone else's story made them feel less alone. They also wanted somewhere genuinely private to write. So private is the default at every level, and publishing is always a separate, deliberate act with the audience stated plainly on screen.
Design Solutions
Each part of the product answers one of the problems above rather than filling out a feature list.
Coach profiles and services
01
Coaches describe their expertise, publish services, set prices and list the times they are free. Clients compare coaches and pick a service that matches the goal they actually have. This answers the first problem people described: not knowing where to start.
Booking tied to real availability
02
Availability is attached to the service when the coach publishes it. After buying, the client picks one of those times, and both people get a confirmation and a receipt. There is no back-and-forth to agree a time, and no ambiguity about when the session is.
Session handshake
03
Payment is finalized after the session, once the coach and the client both confirm it took place. Both receive a request after the scheduled time, and the history stays visible in the platform. This is the direct answer to paying first and hoping.
Resource library
04
Coaches publish articles and exercises, either their own or ones they already recommend. Registered clients see them in their portal. Some are public, so a visitor can learn something before making an account. This is where the articles that used to get lost in chat threads now live.
Self-assessments
05
Coaches can create and share assessments. A client completes one, sees the result, and decides whether to share it. The coach gets context before the conversation, and the client stays informed and in control. Selected assessments are on the public homepage so a visitor can reflect before committing to anything.
Client journals
06
Clients write entries privately and can share them with their coach. It gives them somewhere to put a thought between sessions rather than losing it. They can also publish an entry for other users, because several people said that reading a similar story helped more than advice did.
Client requests
07
A client can describe the support they are looking for and post it. Coaches who think they can help reply through direct messages. It works in the other direction from browsing, for people who can describe their problem but cannot pick a coach from a list.
Bilingual experience
08
The product works in English and Chinese, at the level of content rather than chrome. Every assessment question and every answer option ships in both languages. Translating the navigation alone would not have helped someone answering questions about their own mood in a second language.
AI support assistant
09
An assistant on the homepage answers common questions about the platform, coaching and how to begin. It gives general guidance and points people to real services. It is not a coach and not a mental-health professional, and it says so.
The marked step is where the money waits. Nothing moves until the buyer says the session happened.
Tradeoffs
Each of these bought something and cost something. None of them is fully resolved.
Breadth against navigability
01
A marketplace, a community, a resource library and a client-management tool in one product gives people more, and it also gives them more to get lost in. The answer is ruthless defaults per role: a client should land on upcoming sessions, journal activity and recommended resources; a coach should land on their schedule, client updates and what needs a reply.
Shared journals against privacy
02
Public entries create the empathy people asked for. They also create a moderation and privacy surface I did not have a team to run. Private stays the default, publishing is deliberate, and the product needs clear controls and a reporting path. Moderation is not designed yet.
Trust against speed of payment
03
Holding payment until both people confirm is the reason a first-time client will book at all. It is also a coach waiting on money they have earned, and a stalemate if the two disagree. That trade only holds if the dispute process is good, and that work is still ahead.
Written in two languages by one person
04
Shipping both languages at the content level was the right call for the audience. I wrote the Chinese myself. A native reader still needs to review the written register across the product, which is a different skill from speaking it.
Impact
Observed or supported
wellbeingABC is live at wellbeingabc.com, in English and Chinese. A visitor can take an assessment and reach a booked, paid session without creating an account first.
In early usability testing, people understood booking more easily when availability, payment status and session confirmation appeared in one connected flow instead of three separate screens.
Expected
The platform is designed to make coaching easier to find, easier to manage, and easier to continue between sessions. For coaches, the intent is less time spent stitching tools together and more spent on clients.
None of that has been measured. The product has not had enough traffic to say anything about how it performs.
What I would track next
- Completed coaching bookings
- Repeat session purchases
- Session attendance rates
- Resource engagement
- Assessment completion rates
- Client journal activity
- Coach response times
- Payment disputes
- User retention