My Role | Lead Product Designer
Mentored and governed the work of two summer design interns
Conducted generative user interviews
Led a series of cross-functional design workshops to build a shared understanding
Synthesized ideas from across the company to create low-fidelity wireframes
Leveraged data to prioritize projects on the development roadmap
Created and usability tested mid-fidelity prototypes
Implemented systems to support design consistency and high-fidelity design–developer handoff
When I joined UpHabit, it was a fledgling startup that had just made its public debut in the Apple Store with its lightweight CRM SaaS for personal use.
The founder had many ideas about how the product could evolve but needed guidance in achieving a product-market fit. We had about a year's worth of runway to start generating revenue or to build a large enough user base to facilitate a company sale.
What We Did
I led our small design team in a Design Sprint to generate a shared understanding of our target users. We conducted generative user interviews, created a user persona and user journey, and led a series of workshops to innovate with the entire team and come up with our "North Star Vision."
We leveraged data from analytics to identify which parts of the user journey needed attention first. We started with a project to address attrition at the top of our conversion funnel, which helped increase the iOS and Android apps' "Download" > "Create account" conversion rate from ~40% to ~70%. This immediate success paved the way for a dozen other projects to support the full North Start Vision.
UpHabit Design Vision
B2C • iOS