* Visuals are approximate and redesigned for confidentiality.
Pivot & rebuild: 12 months to product-market fit
Pivot & rebuild: 12 months to product-market fit
Mindstone's journey from a low-traction B2C learning app to a high-performing AI upskilling platform adopted by leading organizations.
Mindstone's journey from a low-traction B2C learning app to a high-performing AI upskilling platform adopted by leading organizations.
* Full case study available on presentation only
Pivot & rebuild: 12 months to product-market fit
Mindstone's journey from a low-traction B2C learning app to a high-performing AI upskilling platform adopted by leading organizations.
* Full case study available on presentation only
About
Mindstone is an AI-powered learning platform designed to upskill teams at scale with personalized, practical, hands-on AI training.
Mindstone is an AI-powered learning platform designed to upskill teams at scale with personalized, practical, hands-on AI training.
Role
Role
Role
Senior product designer
Focus
Focus
Focus
Zero to one · Product market fit
Period
Period
Period
2023-2025
Team size
Team size
Team size
12 people
Project details
Project
1
2
Context
Mindstone started out as a B2C app designed to help people learn every day and consolidate their knowledge into a learner profile, a living record of skills intended to provide a more accurate skills assessment than traditional CVs.
Challenge
Despite initial traction after a full redesign, it became clear that the product lacked a core use case capable of driving sustained engagement or market fit.
My role
Discover how I helped steer Mindstone from a fragmented B2C app to a high-performing AI upskilling platform — shaping the pivot, driving adoption, and building the foundation for enterprise growth.
" In an engineering-heavy organization, Oana's relentless pursuit of visual excellence was greatly valued, ensuring that design wasn't just an afterthought but a core strength. Like any startup, we had to wear many hats, and Oana embraced this challenge.
She struck the perfect balance between working independently and driving alignment across the team, picking up functions that were way outside her usual day-to-day. She elevated our product, leaving us in the best possible position to continue forward without her. "
Stefan Keranov
CTO @ Mindstone
The Journey to PMF
01
01
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.
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.
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.
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.
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
02
02
03
03
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.
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.
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
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
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
04
04
05
05
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.
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.
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.
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.
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
06
06
07
07
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.
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.
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.
Role highlights
Role highlights
Role highlights
01
Redesigned the platform end-to-end as the product evolved from a fragmented B2C learning app an innovative B2B AI upskilling platform.
01
Redesigned the platform end-to-end as the product evolved from a fragmented B2C learning app an innovative B2B AI upskilling platform.
01
Redesigned the platform end-to-end as the product evolved from a fragmented B2C learning app an innovative B2B AI upskilling platform.
02
Built and continuously evolved the design system, adapting it through each product shift to maintain coherence, accelerate iteration, and support new AI-driven interactions.
02
Built and continuously evolved the design system, adapting it through each product shift to maintain coherence, accelerate iteration, and support new AI-driven interactions.
02
Built and continuously evolved the design system, adapting it through each product shift to maintain coherence, accelerate iteration, and support new AI-driven interactions.
03
Played a key role in the pivot by shaping product strategy and execution from the design side — collaborating with the executive team to define priorities, align direction, and implement the shift to program-based AI upskilling
03
Played a key role in the pivot by shaping product strategy and execution from the design side — collaborating with the executive team to define priorities, align direction, and implement the shift to program-based AI upskilling
03
Played a key role in the pivot by shaping product strategy and execution from the design side — collaborating with the executive team to define priorities, align direction, and implement the shift to program-based AI upskilling
Let's talk
oanna.demian@gmail.com
I’m interested in working with early-stage startups and scaleups building meaningful and innovative products in health & wellbeing, sustainability and education.
Let's talk
oanna.demian@gmail.com
I’m interested in working with early-stage startups and scaleups building meaningful and innovative products in health & wellbeing, sustainability and education.
Let's talk
oanna.demian@gmail.com
I’m interested in working with early-stage startups and scaleups building meaningful and innovative products in health & wellbeing, sustainability and education.
Reach out