Coach Suenaga
Website
Coach Suenaga is a Vancouver-based running coach offering personalized, science-based training programs tailored to each runner’s goals and lifestyle. The project focused on creating a professional website that reflects the brand’s energetic and friendly personality while supporting future business growth.
Client
Role
Time Line
Live Project
UX Research and Strategy
The UX research and strategy focused on understanding both individual coaching needs and community-driven engagement through group runs.
Insights from existing social media activity informed a clear, trustworthy structure that balances professional credibility with an approachable, energetic brand experience.
Problem Statement and Goals
SWOT Analysis
Competitor Analysis
User Persona
The primary persona represents a Brazilian woman living in Vancouver who is new to running and seeking personalized, science-based coaching. As part of the local Brazilian community, she reflects a key audience for Coach Suenaga—beginners who value individual guidance, flexibility, and a supportive environment to build confidence and improve running skills.
Sitemap
The sitemap was designed with a simple, familiar structure to ensure usability for a wide range of users. While keeping the first-level navigation minimal, key information and calls to action remain easily accessible from any page, prioritizing a smooth and intuitive user flow.
User Flow
The primary goal of the website is to convert new visitors into registrations, so the user flow focuses on the journey from discovery to registration. The flow was designed to be as simple and distraction-free as possible, while incorporating trust-building elements to maintain a professional and credible experience.
UX Design
Based on insights from UX research and defined goals, wireframes and designs were created and refined through usability testing.
User feedback informed iterative improvements, resulting in a user-friendly experience that helps users reach their goals with clarity and confidence.
Wireframes
Usability Test
Usability testing was conducted with 11 participants to evaluate key tasks such as registering for individual coaching and accessing blog content. While the success rate reached 100%, the average completion time of 9 minutes revealed an opportunity for improvement. These insights were carried forward into the redesign to streamline the flow and reduce user effort.
Redesign（Before/After）
Based on the usability test results, it became clear that users often struggled to find their intended destinations within the existing design. To address this issue, submenus were added to the main navigation. This improvement allows users to quickly understand the content of each page at a glance and reach their goals more efficiently without confusion.
Speed Improvement
Beyond design-related issues, the website had a long loading time, which negatively affected the overall user experience. To address this, image file sizes were optimized, successfully reducing load time. As a result, users can now navigate the site more smoothly and with less frustration.
UI Design
Blue and green were chosen from the coach’s Brazilian roots and the community she has built. Blue represents support, trust, and relax, while green symbolizes growth, health, and community—aligning closely with the brand.
DINOT and ANTON were selected for their casual yet bold and energetic character, expressing the coach’s passion and friendliness.
Grids and components were carefully defined to maintain consistency and create a professional UI.
