Building a Design System for Female Entrepreneurs
Over the past year, I’ve worked with several coaches—each with a different niche, but strangely similar websites. Think soft colors, big testimonials, bold "book a call" buttons, and lots of kind, wise words. I started noticing patterns.
At the same time, I realized I was solving the same design problems over and over. So instead of starting from scratch each time, I decided to build a flexible, reusable component system tailored specifically for coaching websites.
This project is not just about creating pretty buttons (though there will be plenty of those). It’s about scaling my design process without losing soul, increasing consistency, and speeding up delivery—while still leaving room for personalization.
“A design system isn’t just a toolkit. It’s a product.”
Why am I doing this?(Goals and OKRs)
Inspired by Dan Mall’s design system course, I wanted to treat this system like a real product—with outcomes, not just outputs.
Here’s what success looks like for me:
Objective
Create a scalable design system for coach websites
Deliver designs faster without sacrificing quality
Improve consistenct+ reduce decision fatigue
track my own process+ impact
Practice applyting system thinking principles
Key Results
Build 1 base system + 3 branded variations
Cut homepage design time by %50
Reuse 70% of components across projects
Measure time saved, components reused and revision cycles
Use dan Mall’s success metrics and iteration mindset
This case study will grow over time. I’m documenting the process as I go—from early research and pattern spotting to building, testing, and refining the system.
Here’s the current plan:
Week 1: Identify patterns in coaching websites + define core components
Week 2: Build the system in Figma (typography, color tokens, spacing, components)
Week 3: Test it by designing 3 homepage concepts for different "coach types"
Week 4: Refine + create documentation, success metrics, and launch the full case study
Week 1- Identify patterns
Hero Block
Most of my customers wanted the website to start with an image of them with a text welcoming their customers.
CTA Button
4 out of 4 customers wanted a CTA with a button to hook their customers on the header
Testimonial Carousel
Again to create trust in their customers, they wanted a testimonial carousel that will show their happy customers
Use of Script Font
3/4 wanted a script font that has a feminine touch to the visual elements of the website. To avoid usability issues, I used this for parts that the content is repeated.
Process Section
4/4 customers wanted a section where they show the process to introduce their methods
Hooks
All of them wanted a part where they will give freebies that create value to their customers- with a very similar layout.