Design for Success is a 12-week 1:1 program for interior designers more than 2 years into their careers who are ready to stop undercharging, fix the chaos behind the scenes, and build a practice that's as strong as their design work.
So here's the thing — most designers don't have a design problem. They have a business problem. In 12 weeks, we diagnose what's broken in your studio and build the AI-powered systems that solve it: brand, website, pricing, client experience, and a back-end that runs on automation, not willpower.
Ready to trade burnout for a business that practically runs itself?
Your design work is strong.
Your business systems should be too
Does this sound like you?
☑️ You're talented and you know it — but you're constantly chasing the next project instead of building something that grows without you
☑️ You're stuck in a reactive cycle: juggling admin, emails, and project chaos with no systems holding it together
☑️ You're undercharging — quoting rates that feel safe rather than rates that reflect the real value of what you deliver
☑️ You know AI could save you hours every week, but you don't know where to start — or whether it'll actually work for a design business like yours
☑️Your marketing, client follow-up, and back-end operations keep slipping because there's no system running them — just you, doing everything manually
You don't have a design problem. You have a business problem.
And that's exactly what Design for Success fixes.
Starting My Interior Design Business Was One of the Most Exhausting Things I’ve Ever Done… Until I Stopped Doing It the Hard Way.
All you need to do is follow these three steps to transform your business:
Diagnose — we identify exactly where your studio is bleeding time, money, and energy
Prescribe — we map the solution: brand, pricing, systems, website, and AI workflows built for your specific practice
Transform — you walk away with an AI-native business that runs on strategy, not stress
I thought running a design business would feel like creative freedom—beautiful spaces, dream clients, and a steady stream of referrals…
But instead, I spent years stuck in survival mode—chasing projects, juggling admin, and undercharging just to land the job.
I tried everything to fix it. I signed up for business webinars, downloaded endless lead magnet templates, followed gurus promising overnight success, and even hired a coach who didn’t understand the design industry at all.
Nothing worked.
I felt like I was building a house without a foundation. The projects were coming in—but so was the stress, the burnout, and the late-night second-guessing about whether I could keep this up.
Then I hit a turning point.
I realized I wasn’t struggling because I lacked talent or drive—I was struggling because I didn’t have the right systems, and I wasn’t using the tools that could actually make my business sustainable.
The problem wasn’t me. It was the fact that no one had ever shown me how to package my services properly, price for profit, or integrate simple AI-powered tools to streamline the chaos behind the scenes.
So I decided to rebuild—from the ground up.
I created packages that made sense for me and my clients.
I started using tech and AI to handle the things that drained me—like scheduling, client communication, and concept images.
I stopped saying yes to every inquiry and started attracting the right clients—those who respected my process and valued my expertise.
And it worked. My business finally started to feel like mine.
Even better, I began helping other interior designers do the same—and saw the same results repeat again and again.
That's why I built Design for Success — a 12-week program that diagnoses exactly where your design studio is losing time and money, and builds the AI-powered systems that fix it.
Let me tell you about who Design for Success is for…
The six pillars of your AI-native practice
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Brand Strategy
Most designers have a look but not a strategy. We fix that — building a brand rooted in your long-term vision, clarifying who you are, who you serve, and what makes your studio unmistakably yours. You'll walk away with a brand voice, visual identity, and AI-powered marketing foundations that attract the right clients consistently.
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Client Experience
Your clients should feel the quality of your work before the project even starts. We'll design a premium client journey — from first inquiry to final handover — that combines personal connection with smart automation. Effortless for you. Unforgettable for them.
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Streamlined Systems
We'll build the complete operational backbone of your studio — onboarding, proposals, project management, and delivery. The exact workflows, automations, and AI tools that save hours every week and give you back your creative focus.
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Pricing & Profitability
Most designers are undercharging — not because they lack confidence, but because they lack a system. We'll build a clear, profitable pricing structure backed by AI-assisted calculators and proposal tools. No more guessing — just rates that reflect your value and a process that makes them easy to present.
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Website Development
Your website should be working for you around the clock — not just sitting there looking pretty. Whether we're starting fresh or refining what you have, we'll build a strategic, conversion-focused site with AI-powered chat, automated lead capture, and email marketing workflows built in.
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Bespoke Notion workspace
Your entire studio — clients, projects, finances, content, and SOPs — managed from one custom-built Notion workspace. We'll build it together and integrate the AI workflows that automate admin, track leads, and manage projects. By the end of the program, you have a digital headquarters that runs the business while you run the design.
It’s Not Your Talent That’s Holding You Back—It’s Your Systems
The interior design industry is evolving fast. Clients expect polished experiences, fast responses, and professional systems — and designers who can't deliver that are losing work to those who can. Design for Success is how you get ahead of it.
In 12 weeks, we work through every part of your studio — brand, pricing, website, client systems, and back-end operations — using AI tools built specifically for interior design businesses. You handle the design. We build the systems that handle everything else
If you've been figuring it out as you go, this is the structured, AI-powered business build you wish you'd had at the start.
Design for Success diagnoses exactly what's holding your studio back — and builds the AI-powered systems that fix it. Brand strategy, pricing, website, client workflows, and a Notion business OS, all implemented together in 12 weeks.
The only program built specifically for interior designers who are ready to run their studio like a proper business.
Your 12-week build plan
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Week 1 - Foundations
We start with a full diagnostic of your studio — where you're losing time, where you're undercharging, and what needs to be fixed first. You'll get set up inside your custom Notion workspace and we'll map the 12-week build plan to your specific business.
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Week 2- 4 - Brand Strategy
We’ll dive into my proven W.H.O. framework to develop a brand that’s deeply aligned with your values, audience, and style. You’ll create brand guidelines, curate a Brand Bank of assets, and integrate AI tools to craft a distinctive voice and visual identity that positions you as an authority in your niche.
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Week 5-6 - Website Fundamentals
Whether you’re starting from scratch or refreshing your site, we’ll build a client-attracting Squarespace website that includes AI-powered lead capture, smart scheduling, and payment tools. You’ll walk away with a polished, conversion-focused site that works for your business 24/7—not just looks good.
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Week 7-8 - Socials & Content Creation
We'll build a content system that keeps your studio visible without consuming your time. Branded graphics, video, and written content — all automated with AI-powered posting and engagement tools so you stay consistent without burning out.
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Week 9-10 - Systems, Processes & Pricing
It’s time to systemize and scale. You’ll learn how to price your services for sustainable profit (not just guesswork), and build the back-end systems that support growth. We’ll create your Notion business hub, complete with templates, SOPs, and AI automations tailored to how you work best.
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Week 11-12 - Client Experience & Wrap Up
With everything running smoothly behind the scenes, we’ll focus on delivering a premium client experience that justifies your new pricing—and turns clients into loyal fans. You’ll refine your process from inquiry to offboarding and set up smart systems for referrals, repeat work, and long-term success.
How we work together
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10 Hours of Private 1:1 Coaching
The core of the program. Ten+ hours of focused, one-on-one sessions over 12 weeks where we work through your studio's specific challenges — not a generic curriculum, but a build plan designed around your business. Every session is recorded so you have it to refer back to as your studio grows.
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Bespoke Video Walkthroughs
As we build your systems together, I create custom video walkthroughs specific to your studio — your tools, your workflows, your setup. Not generic tutorials. Recordings made for how your business actually works, added to your personal library as we go and yours to keep for 12 months after the program ends.
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Accountability, Slack Access & Materials
A private Slack channel gives you direct access to me between sessions — questions, feedback, and progress check-ins so nothing stalls between calls. All program materials, templates, and resources are accessible throughout and for 12 months after we finish, so you can revisit and refine as your studio evolves.
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Templates, Swipe Files & Designer-Ready Resources
Pricing calculators, onboarding sequences, proposal templates, email scripts, SOPs, and content planning tools — all tested in real design businesses and ready to use immediately. These aren't generic downloads adapted from other industries. They're built specifically for interior design studios.
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Visualisation Tools & AI Workflows
Whether you're using SketchUp, Canva, Midjourney, or other AI image tools, I'll show you exactly how to integrate them into your studio workflow. From proposals to mood boards, you'll create professional-quality visuals faster — without getting lost in the tech.
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AI Integration for Interior Designers
This is where most designers feel stuck — and where the program goes deepest. We embed AI into every part of your studio: drafting proposals, generating content, automating follow-ups, managing projects. You'll finish the program with AI working as a genuine part of your business, not just a tool you occasionally open.
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Marketing & Content Strategy Built on AI
We'll build a content system that keeps your studio visible without consuming your time. Blogs, Reels, email sequences — planned, batched, and automated with AI tools so you're consistently showing up for the right clients without it taking over your week.
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Direct Slack Access
You don't wait until the next session to get unstuck. For the full 12 weeks of the program, you have direct Slack access to Joanne — ask questions between sessions, share work for a quick read, flag something that's not sitting right.
This isn't a community channel where your question gets lost. It's a direct line. Most things get a response same day.
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Bespoke Notion Business OS
From day one, you'll be working inside a custom-built Notion workspace designed specifically for your studio. Clients, projects, SOPs, content planning, finances, and AI workflows — all in one place. It's your digital headquarters for the program and your business long after it ends. You keep it. Forever.
Everything that’s included
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We start by diagnosing how your brand is — or isn't — communicating your value, then build the identity that fixes it. Mission, vision, positioning, visual identity, and brand voice — developed together and documented so you can apply it consistently across every platform.
This isn't just about pretty colours and fonts. It's about building a brand that makes the right clients recognise you immediately and understand why you're worth the investment.
You'll walk away with:
A cohesive brand strategy aligned with your positioning and goals
A visual identity: logo, colour palette, and font selections
A distinctive brand voice for your website, content, and marketing
A fully organised Brand Bank inside your Notion workspace
Valued at $4,000 USD
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As we work through your program, I create custom video walkthroughs built around your studio — your tools, your setup, your systems. Every coaching session is recorded and added to your personal portal so you can revisit it anytime. You're not getting a generic library someone else built. You're getting a collection of recordings made specifically for how your business works.
You'll have full access for 12 months after the program ends.
Valued at $970 USD
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A curated library of ready-to-use templates, spreadsheets, workbooks, and checklists built specifically for interior design studios — not adapted from generic business templates.
Inside, you'll find:
Pricing calculators and proposal templates
Project workflows and onboarding sequences
Email scripts, SOPs, and client communication tools
Content planning systems and budgeting tools
Everything is fully editable and tailored to your services as we work through the program together. The goal is that you never start from scratch again — for any part of running your studio.
Valued at $2,500 USD
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Most designers are undercharging — not because they lack confidence, but because they've never actually run the numbers. This is where we fix that.
We'll go deep into your current pricing with a full analysis: where your time is actually going, what your projects are really costing you, and what you should be charging to build a profitable studio. We'll work through your numbers together using a custom scenario planner — mapping out different pricing structures, service packages, and project types so you can see exactly what each decision means for your revenue.
You'll walk away with:
A clear picture of your current profitability (and where it's leaking)
A custom pricing structure built around your actual costs and goals
A scenario planner you can use to model new packages and price future projects with confidence
The ability to present your pricing — and hold it
Valued at $1,500 USD
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Most designers are running their business across five different apps, three spreadsheets, and a notes app they can't find anything in. We fix that by building you a single, custom Notion workspace designed specifically for your studio — not a template you adapt, but a system built around how your business actually works.
Your workspace includes:
Project and client management
CRM to track leads and enquiries
Content planning and publishing calendar
SOP library and team handbook
Knowledge portal for templates, resources, and processes
Time tracking, financial tools, and goal tracking
It's also built to be AI-ready — structured so that tools like Claude can work directly inside it, letting you delegate tasks, generate content, and manage your studio at a speed that isn't possible with a messy system.
And here's something most designers don't think about: this workspace becomes the documented brain of your business. Every process, every client, every system — recorded and organized. That makes your studio something you could hand over, scale, or sell. A business with documented systems is worth significantly more than one that only exists in your head.
Valued at $3,500 USD
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Introducing the Studio Site: Your website should be your hardest-working business asset — bringing in enquiries, showcasing your work, and building trust with potential clients before they ever speak to you. Whether we're starting from scratch or doing a full strategic overhaul, I'll build you a Squarespace website designed specifically for interior designers.
We'll build:
A 6–7 page website including blog, calendar, and payment integration
Clear, client-focused copy that reflects your brand and offers
A layout optimised for SEO, user experience, and conversion
A back-end system you can confidently manage and update yourself
Structured so your site is visible not just on Google, but to AI search tools like ChatGPT, Perplexity, and Google AI Overviews — where more and more clients are starting their search
With 10+ years of experience building websites for design businesses, I'll show you how to keep your site fresh, functional, and optimised — without relying on a developer.
Valued at $4,000 USD
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Direct access to me throughout the 12 weeks — not just during sessions. When something comes up between calls (and it will), you won't be stuck waiting until next week to get unstuck.
Use it to:
Ask questions and get tailored responses between sessions
Share work in progress and get real-time feedback
Stay accountable and keep momentum between calls
Get answers from someone who actually understands the design industry
This is what makes the difference between a program you complete and one you implement.
Valued at $997 USD
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Ten hours of focused, one-on-one time over 12 weeks — this is where everything gets built. Not a generic session plan, but a program structured around your specific studio, your goals, and what's actually holding you back.
In each session, we focus on what moves the needle:
Diagnosing and removing the specific roadblocks in your business
Customising systems, offers, and pricing to your studio model
Reviewing work in progress and course-correcting in real time
Making decisions with expert input rather than guesswork
Ten hours of 1:1 time with a consultant who specialises in both interior design and AI implementation — and who has 25+ years of real design experience — is not something you can find anywhere else.
Valued at $3,500 USD
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This is the core of what makes Design for Success different from any other program for interior designers. We don't just talk about AI — we build it into your studio.
You'll walk away with:
AI workflows for drafting proposals, emails, and contracts in minutes
A repeatable process for creating client-ready visuals using AI image generation
Smart automations for lead tracking and client follow-up
A prompt library built specifically for your studio so you're never starting from scratch
AI embedded into your Notion workspace so it's part of how you work every day
By the end of the program, AI isn't a tool you occasionally open. It's running in the background of your business — handling the admin, the follow-up, and the content — while you focus on the design work.
Valued at $2,500 USD
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Most designers finish a program with a folder full of good intentions and nothing actually live. That's not how this works.
As you build each part of your business inside DFS, I'm in it with you — making sure things get finished, not just planned.
You'll get:
Step-by-step checklists so you always know exactly what to do next
Milestone check-ins before anything goes live — so you're not launching something half-done
Direct feedback on your brand, website, offers, and systems as they come together
Real-time support during your launch week to troubleshoot, adjust, and refine on the fly
This is the difference between having a plan and actually executing one.
Valued at $1,000 USD
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Stop reinventing the wheel every time you need to write a proposal, onboard a client, or figure out how to price a project. The library has it.
Inside you'll find:
Copy templates for proposals, emails, and client onboarding
AI prompt examples for marketing, design visuals, and project planning
Checklists for launches, pricing reviews, and client experience upgrades
New resources added regularly — so what's in here reflects what's actually working now
It's not a static PDF dump. It grows as the industry changes, as AI tools evolve, and as I build new things for my clients.
Valued at $750 USD
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TYour custom Notion workspace, built for your studio during the program. Project management, client pipeline, content hub, and AI workflows — all in one place. This is the operating system your studio runs on long after the 12 weeks are done.
Valued at $3,500 USD
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By the time you finish DFS, you won't just have a better business — you'll have it documented. Everything we build together gets captured in a blueprint that's yours to keep and build on.
Your Blueprint includes:
Your brand strategy and visual identity guidelines
Pricing structure and profitability tools
Website content, visuals, and maintenance guides
Your custom Notion dashboard and all your workflows
AI systems and automations mapped out step by step
Most designers carry everything in their heads. This puts it on paper — so you can hand things off, scale up, or step away without everything falling apart.
Valued at $1,200 USD
The Investment
Everything in this program — your brand strategy, website, Studio OS, AI workflows, pricing structure, and 10 private sessions with Joanne — is built with you over 12 weeks.
Total program value $26,417 USD
Your investment $10,000 USD
Payment plan: 3 x $3,500 USD
Most designers spend years and far more than $10,000 piecing this together on their own. This does it in 12 weeks.
Book your Clarity Call — a short, honest conversation to make sure this is the right fit before you commit to anything.
This Is What ChangesBy the End of Design for Success
✅ Systems That Run Your Studio Without You Micromanaging It
From first enquiry to final handover, your business will run on workflows and AI that handle the admin. You'll spend less time on the back-end and more time on the work you're actually good at.
✅ A Brand That Positions You as the Expert
You'll be known for something specific — not just "an interior designer." Your brand voice, visuals, and positioning will do the work of attracting the right clients before you even get on a call.
✅ A Website That Actually Brings in Enquiries
No more wondering if your website is working. You'll have a strategic site that showcases your work, communicates your value clearly, and converts visitors into genuine enquiries — without you having to chase anyone.
✅ A Marketing Plan You'll Actually Stick To
Simple, repeatable, built for how you work. You'll know exactly what to post, when, and why — and it won't feel like a second job.
✅ Service Packages Priced for Profit
You'll stop guessing at your rates. Your packages will reflect what your expertise is actually worth, cover your costs properly, and create income that's consistent — not just busy.
✅ The Clarity to Run Your Business on Purpose
No more guessing what to do next. You'll have a documented strategy, a business that runs on systems, and the confidence to make decisions without second-guessing every single one.
Built by a designer for designersThese Are the Frameworks. You Won't Find Them Anywhere Else.
Every strategy inside Design for Success is built on frameworks Joanne developed through 25+ years running real design businesses in Hong Kong and Australia and working with designers across the globe as a business coach for the last 4 years.
These aren't borrowed from generic business coaching. They were built specifically for how interior design studios work.
The W.H.O. System
Clarity on who you are, who you serve, and what makes your studio the obvious choice. Most designers skip this step and wonder why their marketing doesn't convert. This is the foundation everything else is built on.
The Brand Bank
Your library of brand assets, content angles, and messaging frameworks — organised so you can show up consistently without starting from scratch every time you need to post, pitch, or present.
Prospect to Project
A step-by-step system for moving a lead from first enquiry to signed contract — without chasing, discounting, or second-guessing your process. Every client interaction has a place and a purpose.
The 3S Formula
The business-building framework that runs through the entire 12 weeks: Structure, Systems, and Scale. In that order. Because trying to scale a business that has no structure is how designers end up burnt out and undercharging.
These frameworks are taught, applied, and embedded into your studio during the program. By the end, they're not just things you learned — they're how your business runs.
Ready to Get Started? Here's How It Works
Step 1: Book Your Clarity Call
A short call to talk through where your business is right now and what you actually need. No pitch, no pressure — just an honest conversation to figure out the right next step for you.
Step 2: Choose Your Path In
Most designers start with a Studio Strategy Session (USD 495) — a 90-minute deep dive into your business before the full program begins.
If you're ready to go straight into Design for Success, we'll talk about that on the call too.
Step 3: Lock In Your Start Date
Once you're confirmed, we book your official start date and your kickoff session. Everything from here is built around your business and your timeline.
Step 4: Kickoff and Start Building
Your first session sets the direction for the full 12 weeks. We map your priorities, get your Studio OS set up, and start building from day one.
This program is set up for your success
This is for you if
✅ You're 2+ years into your interior design career and know you're capable of more — but the business side keeps getting in the way
✅ You’re ready to attract higher-paying, aligned clients instead of constantly chasing the next project
✅ You're tired of undercharging and ready to build a pricing structure that's profitable — not just competitive.
✅ You're drowning in admin and ready to build systems that handle it without you
✅ You're open to using AI and technology as genuine tools in your studio, not just buzzwords
✅ You want a business built around your life — not a business that consumes it
✅ You're ready to do the work and invest properly in getting it right
This is not for you if
❌ You're just starting out and haven't worked with clients yet
❌ You want a course or template you can work through at your own pace — this is hands-on and 1:1
❌ You're not open to changing how you work, price, or show up
❌ You'd rather avoid technology and keep doing things the way you always have
❌ You're looking for quick fixes rather than a business that actually lasts
Meet Joanne
Hi, I'm Joanne — founder of Design Ink Co. and creator of Design for Success.
My path into interior design wasn't straight. I started with an Economics degree, spent time at IBM, then a car accident changed everything. I studied art and design at Christie's London, completed a Masters in Education, and spent 15 years teaching Business and Economics. Eventually I retrained formally in Interior Architecture and built Eclectic Cool — my own interior design practice and store in Hong Kong, where I represented brands including Gubi, HAY, Dinosaur Designs and Armadillo Rugs.
So when I say I understand both the design side and the business side, I mean it in a way most coaches don't.
I've been featured in Elle Decoration, Expat Living, and Monocle, and I run a YouTube channel with over 6000 subscribers focused entirely on helping designers build smarter studios.
Design for Success exists because I spent years learning the hard way what actually makes a design business work. I built this program so you don't have to.
Featured in:
THINK WE MIGHT BE A MATCH? Apply to work with me!
Design for Success — $10,000 USD Pay in full or 3 x $3,500 USD
Start with a Clarity Call. No obligation — just an honest conversation about where your business is and whether this program is the right next step.
You’ve got questions?
I've got answers!-
Most programs give you information and leave you to figure out the rest. Design for Success is built differently. It's 1:1, it's hands-on, and we actually build things together — your brand, your website, your pricing, your systems, your Studio OS. By the end of 12 weeks you don't have a folder of notes and a to-do list. You have a running studio. That's the difference.
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The program ends but the work doesn't disappear. You keep full access to all your resources, templates, and trainings for 12 months after we finish. And your Studio OS, your website, your brand — all of that is yours permanently.
If you want to keep working together after the program, you can book individual coaching sessions as needed. No pressure, no automatic subscription.
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Absolutely. Most designers I work with have a website that looks fine but isn't doing much. It's not bringing in enquiries, the messaging is vague, and it reads more like a portfolio than a business. During the program we go through your site properly — sharpen the copy, fix the structure, and make sure it's actually working for you. If it's already doing all of that, we'll talk about it on the clarity call.
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It's less about learning and more about building. Over 12 weeks we work through your brand strategy, pricing, website, client systems, AI workflows, and marketing — and we actually build them, not just talk about them. You'll leave with a documented Studio OS, a live website, a clear pricing structure, and a business that runs on systems instead of guesswork. The 12 weeks are structured but personalised — what we focus on depends on where your biggest gaps are.
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You’ll want to set aside around 1 to 2 hours a day during the 12 weeks to work on your business—not just in it. This isn’t busywork—it’s focused time spent creating systems, content, and offers that will save you time and increase your income long-term. Think of it as building your foundation for years of growth.
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It depends on how quickly you implement. Some things shift fast — your pricing clarity, how you talk about your services, how you handle enquiries. Tangible deliverables like your website, brand strategy and Studio OS get built during the program, so those are done by the time we finish. The business results — better clients, more consistent income — follow the work. This isn't a program where you wait until week 12 to see anything. We're building from day one.
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Life happens. If you miss a session or fall behind, we reschedule and keep going — it's 1:1 so there's no group to hold up. Every session is recorded so you can go back to anything we've covered. The 12 weeks are structured but not rigid. What matters is that the work gets done, not that it happens in a perfect straight line.
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Both. The business fundamentals — brand, pricing, systems, website, AI workflows — apply regardless of whether you work in residential, commercial, hospitality, or styling. The program is tailored to your studio during our sessions, so what we build reflects your actual niche and client base, not a generic template.
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No refunds. From the moment you enroll, work begins — session planning, custom resources, and program preparation are all underway. That's the nature of a fully bespoke 1:1 program.
That's also why some clients start with a Studio Strategy Session before enrolling. By the time you commit to the full program, we've already worked together — you know how I work, we've mapped out your business, and we both know this is the right next step. There are no surprises.
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Just let me know with reasonable notice and we'll find another time. It's 1:1, so rescheduling is straightforward. Life gets busy — that's not a problem.
What I do ask is that you stay consistent where you can. The 12 weeks are structured for a reason and momentum matters. The designers who get the most out of the program are the ones who show up even when it's not convenient.
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No. You need to be a working interior designer with real clients and real experience — but you don't need a business background. Everything we cover gets taught and built during the program, in the context of your actual studio. If you've been figuring out the business side as you go, that's exactly who this is designed for.
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Yes. You can pay in full ($10,000 USD) or spread the investment across three monthly payments of $3,500 USD. Payment details are confirmed when you enroll. If you have questions about the investment, bring them to the Clarity Call.
Still not sure?
I want you to feel completely confident that this is the right program for you. If you have any questions at all, I’m here to help. Just click the button below to send me an email—I’d love to hear about your business and see if Design for Success is the right fit.