Scaling product vision to drive 2x year-over-year growth
How we revitalized a stale product and maintained a three-year growth streak through strategic design and user-centric implementation.
2x
Annual Growth
3 yrs
Growth Duration
+129%
NPS Improvement (17→39)
THE CHALLENGE
2020: The Breaking Point
Feature-Driven Culture
Confused Customers
Losing Market Share
Without a clear path to expand the platform, the company needed a strategic shift to kickstart and sustain aggressive growth targets.
What our Customers were saying
SITUATION
🏆 Bolt Award
by CEO
Standout employee and
breakthrough success
🏆 Best
Employee Award
CEO and CTO - Transforming
the application and dedicated
vision execution
🏆 Industry
Recognition
"Best in Class
UI/UX" recognition
📍 Hired
UX Designer
⬆️ Promoted
Lead UX Designer
⬆️ Promoted
Director of UX
KEY PROJECTS
How we got there
The company had good research but couldn't move on it. I stepped in as a consultant-turned-hire and proposed what I knew would work: three focused design sprints to unite the team, validate fast, and unlock a year of momentum.
Project Pulse
We mapped the entire customer journey against Jobs to Be Done research the company had shelved. In five days, 364 "How Might We" statements surfaced — and for the first time, the product org agreed on what actually mattered.
Outcome: Shared problem space, cross-functional alignment, and a backlog that finally reflected real user pain.
Project Merlin
We ideated, sketched, and stress-tested solutions in the open. Engineering, product, and sales in the same room, voting on wireframes. The magic wasn't the ideas — it was watching siloed departments make decisions together for the first time.
Outcome: Validated solution directions and 75% faster sprint planning for all future cycles.
Project Atlas
The final sprint mapped the strategic landscape — what to build now, what to build next, and what to stop. Atlas gave us a product north star we could hold to for the next two years. It also surfaced the two initiatives that would change everything.
Outcome: A two-year product roadmap and the green light on Mobile SDK and the platform redesign.
The Result
Mobile SDK
Atlas surfaced what enterprise customers actually needed: a way to embed Thought Industries content inside their own branded mobile apps. I designed and shipped a React Native SDK — component library, documentation, and Figma kit — that gave enterprise buyers something they couldn't get anywhere else in the LMS market.
The design system behind it was built to scale across teams. I published it to Figma Community so prospects could explore it before signing. It became a sales tool before it became a product.
Full platform redesign — new design system, navigation architecture, and component library shipped Q1 2024
The Platform Redesign
By late 2022, NPS was climbing but the product was showing its age. Customers were growing faster than the UI could keep up. I led a full platform redesign — new visual system, overhauled navigation, and a component library rebuilt from the ground up — that shipped in Q1 2024.
This wasn't a facelift. It was a systematic rearchitecting of how the product communicated value. It carried the company for 18 months and became the visual foundation every team built on top of.
One designer. An AI co-pilot. The whole product.
In 2024, the company pivoted its strategic direction. A round of layoffs reduced the design team significantly. I was the designer they kept — not as a caretaker, but as the most versatile person in the building: someone who could hold strategy, ship code, run research, and build design systems simultaneously.
I leaned into AI tooling to multiply my output — using LLMs for research synthesis, Cursor for component work, and automated testing to move at a pace that previously required a full team. The product didn't slow down. The quality didn't drop. The title changed: I stopped calling myself a UX Director and started owning what I'd always been.
Design Engineer.
Cultural Transformation
Before
After
"The shift to a UX-centric culture didn't just improve our product — it transformed how we think about everything we build."— Product Team Lead