Product features
* Visuals are approximate and redesigned for confidentiality. The structure and features reflect the real product.
Challenge
Despite initial traction, it became clear that the product lacked a core use case capable of driving sustained engagement or market fit.
The founding hypothesis — that people want to learn every day in small increments — did not hold. Usage was fragmented: individual features showed promise, but no single behavior emerged as the anchor of engagement.
Learning was episodic and goal-driven rather than daily and habitual, leaving no clear path to monetization. Growth plateaued, and the business risked stagnation without a decisive strategic shift.
The Journey to PMF
01
Early 2023
Redesign & reset
Context: Joined as the first designer, inheriting an engineer-led B2C product with fragmented UX
My role: Completely redesigned core flows, built v1 of the design system, and restructured the experience for coherence and clarity.
Outcome: DAU grew by +25%, learning session time increased by 37%, early power users emerged.
Mid 2023
Research & insights
Context: Growth stalled, fragmented usage showed no clear path to PMF.
My role: Led 30+ user interviews, launched survey (60+ responses). Used data from interviews and surveys, Dovetail, Amplitude, Zendesk, and power-user feedback to create an automated weekly user feedback report.
Outcome: Data clearly showed that people don’t learn every day. Instead, learning is episodic, goal-driven, and topic-based.
02
03
Late 2023
Pivot start
Context: The “daily learning” hypothesis was invalidated. We set out to test if the program-based, goal-driven learning could work.
My role: Prototyped a program-based learning functionallity, tested with exiting users based on AI-curated content tailored to user chosen topics.
Outcome: Strong engagement (70% completion), and user feedback validated the new direction. AI basics consistently emerged as the most in-demand theme, pointing toward a sharper focus.
Early 2024
Shift to AI upskilling
Context: AI adoption exploded post-ChatGPT launch, demand for workplace AI skills surged.
My role: Benchmark, research & design, contributed to product strategy, and co-led the transition plan. Made strategic design decisions on which legacy features to deprecate and updated the design system to support the new product needs.
Outcome: In just a few months we delivered 4 major functionalities: the learner dashboards, the program page, personalized learning cards, and the prompt sandbox. The entire platform had been rebuilt around AI upskilling, establishing a coherent product direction and strong design foundation
04
05
Mid 2024
B2B & pilots
Context: B2C monetization proved weak, while organizations began demanding AI workforce training.
My role: Supported the strategic pivot to B2B by redesigning Mindstone as a responsive web app (deprecating iOS/Android), scaling the design system, and tailoring UX for enterprise deployment.
Outcome: We signed pilot programs with EY, Lufthansa, Hyatt, Strava, and the NBA. Enterprise focus proved scalable.
Late 2024
Personalization & engagement
Context: Our data showed learners gained knowledge but struggled to apply it in their daily work.
My role: Led research and designed a conversational AI agent to capture role context, propose tailored use cases, and personalize program goals. Built a cohort-wide use case library to drive shared learning and highlight practical adoption.
Outcome: Cohorts generated 70+ applied AI use cases on average, giving enterprises tangible evidence of impact and a powerful sales story.
06
07
2025
Scaling impact & sales enablement
Context: Core product stabilized. Iteration shifted from heavy feature releases to refinement. Growth bottleneck moved to sales conversion.
My role: Transitioned day-to-day product design to the designer under my guidance and focused on sales enablement through design. Led full rebrand, crated sales support materials, interactive tools and product demos, and actively joined sales and partnership calls to bridge product storytelling gap.
Outcome: Directly supported pipeline generation and growth. Lead conversion improved by 35% in six months, unlocking larger deals.
