The "exchange" platform is
entry to the user's journey
Courseware is based on
different Manhattan neighborhoods
Ongoing content and dashboard for journey progress
Coach
The Coach Journey
This $1.5 million project unified Coach’s internal communications and training across their global retail footprint. Operating approximately 1,000 stores worldwide—including flagship locations in luxury shopping districts like Fifth Avenue (New York), Ginza (Tokyo), and Covent Garden (London)—Coach needed consistent brand execution to maintain their position as an American luxury lifestyle brand. The Coach Journey platform houses Chameleon, the learning management system guiding employees’ professional development.
Outcomes
- Launched platform serving 9,000 employees with 300,000 courses completed in first two months — phased global rollout across US, Asia, Europe, and rest of world supporting 20 languages including right-to-left (Arabic, Farsi) to ensure consistent luxury brand experience across 1,000+ worldwide retail locations
- Architected flexible framework with lead engineer accommodating high degree of customization — devised solution supporting languages, code logic, responsive design, course building UI, and entire learning exchange framework while maintaining platform scalability for all clients
- Created customizable design editor satisfying brand expectations without breaking platform — built tooling for sizing, scaling, colors, logos, and image handling that delivered Coach's precision requirements while preserving structural integrity
- Designed and oversaw execution of brand-consistent global rollout — created dashboard, custom page types, interactions, collaborated with client on technical platform understanding, and directed courseware technicians and production artists
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Objective
Create a platform onboarding training, career advancement and ongoing content
Goals
Awareness, Productivity, Engagement, Sales
Challenges
This was a complex and difficult project. Over the course of the project, I inadvertently transitioned from art director to a product designer. I saw gap that existed from the desired design and interactions and what could be realistically customized in our courseware framework. I raised yellow and red flags consistently due to the project's effect on our framework. What we were changing structurally for Coach, would have to work for all of our existing and future clients. It was a daily balancing act.
The client, who is very image-conscious and precise, was expecting a completely custom solution. However to support languages, code logic, responsive aspects, the course building UI and basically our entire learning exchange framework, the lead engineer and I had to devise an architecture to accommodate a high degree of modifications.