AI Coach

Context

Guild's growth coaching drives real persistence gain, up to +4pp on users who graduate from their programs. Yet, only 13% of eligible learners ever use it.

Product
Customer facing

Time
Jan 2026-ongoing

Role
Lead designer

Team
Myself, Product manager, head of coaching, applied scientist

Summary

Problem

Learners don't use coaching because of access friction. tThey don't know it exists, don't have time for a live session, or aren't sure it's worth it. Meanwhile, when members do connect with a human coach, they are more likely to graduate.

Hypothesis

If we translate Guild's coaching methodology into a conversational AI experience, learners will engage and persist further into their program.

Solution

Instead of asking members to sort themselves into "coaching" or "support" before they've even said what they need, the Guide routes them based on what they actually ask. One primary CTA, one container, a human option sitting quietly underneath it. Members don't hold the coaching/support distinction. They shouldn't have to declare it either.