```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FkZ8Y4T6qa5NhBkAJ7vlnt1px5ej1%2FI7oUG6mhsZZTdhvOxeLk%2F771c39e3-a3eb-46f4-819c-bb7cfe431b10.png?alt=media&token=6eaedd64-d084-4434-a7f3-a0a24e383aa6","id":"771c39e3-a3eb-46f4-819c-bb7cfe431b10","width":3600,"height":2400,"filename":"CF hero.png","type":"image/png","caption":"","border":false}]}
```

In Q3 2022, VSCO kicked off a workshop to develop a strategy for entering the creator economy and generating a new revenue stream for the company; this initiative was highly visible with executives and the company's board being key stakeholders. I was responsible for driving high-level design decisions such as reframing 'tipping' as contributions to specific funds, and creating the MVP deliverables.

---

### Context

**Role:** Design 'Expert'

* Influenced high-level design decision-making with a brand/customer-focus

* Collaborated closely with Product, Product Marketing, Engineering, Finance, and Legal

* High-visibility initiative presented to executive team, C-level and board

**Skills:** Product/Design Strategy, Visual Design, Prototyping, Storytelling

**Customer Problem:** Serious creators want fair, simple, and diverse ways to make meaningful money that recognizes their creative talents from credible brands they trust.

**Business Problem & Objectives:** Grow and scale the business to billions and diversify from solely selling (annual/monthly) subscriptions for access to  creative tools.

Generate a new revenue stream for the company by becoming a key player in the creator economy (estimated \~$104B market size, NeoReach)

---

*Inquire for full case-study.*

VSCO Creator Fund

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FkZ8Y4T6qa5NhBkAJ7vlnt1px5ej1%2FbuoUql7WShTRUuyKWLJb%2F859f1b1d-af3f-40cc-9257-ecf9358b90bc.png?alt=media&token=7a4f1f2f-1ebe-45dc-9a0c-8531fa18740a","id":"859f1b1d-af3f-40cc-9257-ecf9358b90bc","width":3072,"height":2048,"filename":"plushero.png","type":"image/png","caption":"","border":false}]}
```

Although Dropbox started out as a simple product, its product offerings have grown in complexity over the years and have become more difficult to understand. Moreover, it was difficult for self-serve individuals who started a trial to understand what value they receive for a paid subscription and how it could solve their specific needs.

---

### Context

**Role:** Design Lead

* Mentored and managed output of another designer

* Collaborated closely with Product, Data Analytics, Engineering, Brand and Product Marketing

* High-visibility project on Growth

**Skills:** Design Strategy, Visual Design, Prototyping, Mentorship

**Customer Problem:** When users start a trial, they struggle to understand why Dropbox is useful and what value they receive for a paid subscription.

**Business Problem & Objectives:** Increase quarterly revenue by adding trials for Dropbox Plus (on web). Measured by trial-to-paid conversion rate (TPCR) and retention after the first 30 days of subscribing (M1).

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FkZ8Y4T6qa5NhBkAJ7vlnt1px5ej1%2FbuoUql7WShTRUuyKWLJb%2F2820ae81-2b94-4932-91e4-6bd875dcdefc.gif?alt=media&token=c531ed3c-04ce-474d-9b70-ff84a6c60565","id":"2820ae81-2b94-4932-91e4-6bd875dcdefc","width":2880,"height":2048,"filename":"Old-Experience.gif","type":"image/gif","caption":"The old experience, which hadn't been updated in several years","border":false}]}
```

**Hypothesis:** Guiding users to take core actions associated with creating product value will make them more likely to retain as paid subscribers. Measured by the rate at which key actions are taken and trial conversion (TPCR).

### Design Goals & Considerations

1. **Guide users to take action**

   *Using storage space, the desktop and mobile apps is core to Dropbox’s utility. How might we encourage this?*

2. **Clarify the product's value**

   *What are the added benefits to the user? How might they realize value as soon as possible?*

3. **Build a flexible experience**

   *We know a one-size-fits-all strategy doesn’t work long-term. How might we build something that will last?*

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FkZ8Y4T6qa5NhBkAJ7vlnt1px5ej1%2FbuoUql7WShTRUuyKWLJb%2F97f495c6-c9ad-4ec8-b8b0-9746f48d16f1.png?alt=media&token=b110e527-63dc-4740-980a-64d0ca8f7b03","id":"97f495c6-c9ad-4ec8-b8b0-9746f48d16f1","width":4398,"height":2142,"filename":"User Journey.png","type":"image/png","caption":"We scoped work based on a holistic customer journey, mapping out key touchpoints with experience components","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FkZ8Y4T6qa5NhBkAJ7vlnt1px5ej1%2FbuoUql7WShTRUuyKWLJb%2Fd9a57e8f-7871-4640-a323-294610eb2157.gif?alt=media&token=59a732e9-cae7-4019-b0e9-57a8c6361b32","id":"d9a57e8f-7871-4640-a323-294610eb2157","width":2880,"height":2048,"filename":"explore.gif","type":"image/gif","caption":"Explorations of customer entry-points, ranging from subtle to immersive, including the ability to return to the experience at a later time","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FkZ8Y4T6qa5NhBkAJ7vlnt1px5ej1%2FbuoUql7WShTRUuyKWLJb%2F25c61968-ac32-42ea-8341-44d92ed459cc.png?alt=media&token=c0357ddd-c3ee-480f-b024-a0b75f68018e","id":"25c61968-ac32-42ea-8341-44d92ed459cc","width":3288,"height":2264,"filename":"process.png","type":"image/png","caption":"Integrating the new brand into product experiences required a close partnership with Design Systems, Brand, and Product Marketing","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FkZ8Y4T6qa5NhBkAJ7vlnt1px5ej1%2FbuoUql7WShTRUuyKWLJb%2F3d90a2c2-ae3c-4355-b2bd-e1ac0b7a698e.png?alt=media&token=3dba4676-5bee-4e83-b59e-cb97c2915616","id":"3d90a2c2-ae3c-4355-b2bd-e1ac0b7a698e","width":2880,"height":2048,"filename":"modal.png","type":"image/png","caption":"","border":false}]}
```

### Product Tour

While we wanted to guide users to *what* they should do first, we knew that understanding *why* and *how* to use Dropbox's features across devices was also important for retention. Building a product tour allowed customers to learn Dropbox faster, without visiting the Help Center.

### Interaction Design

I designed micro interactions to help with discovery, spatial navigation and celebrating progress, helping introduce new users to the Dropbox brand.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FkZ8Y4T6qa5NhBkAJ7vlnt1px5ej1%2FbuoUql7WShTRUuyKWLJb%2Fb628fb4a-6b04-4ae9-9db7-4563acb54d98.gif?alt=media&token=1868947a-51ce-4834-9651-a34755112b4e","id":"b628fb4a-6b04-4ae9-9db7-4563acb54d98","width":1200,"height":694,"filename":"0625_onboarding_sidebar_entry.gif","type":"image/gif","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FkZ8Y4T6qa5NhBkAJ7vlnt1px5ej1%2FbuoUql7WShTRUuyKWLJb%2Fb580e981-65b0-4a88-845b-f8c4f60b336b.gif?alt=media&token=5f40cdee-9ced-46b5-b791-4a16e8442015","id":"b580e981-65b0-4a88-845b-f8c4f60b336b","width":1200,"height":694,"filename":"tourAnimations 6.gif","type":"image/gif","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FkZ8Y4T6qa5NhBkAJ7vlnt1px5ej1%2FbuoUql7WShTRUuyKWLJb%2Fa3cb4973-f338-48db-a3d7-235d008ab319.mp4?alt=media&token=5b74cdde-43d1-470c-9883-eb91b5909f53","id":"a3cb4973-f338-48db-a3d7-235d008ab319","width":1200,"height":694,"filename":"0326_onboarding_complete.mp4","type":"video/mp4","caption":"","border":false}]}
```

### UI Animations

Due to time constraints of the project, we weren't able to partner with our agency to produce animated assets. Instead, I took on storyboarding and producing all 9 "how-to" videos focused on the 3 main jobs-to-be-done: adding files, organizing, and sharing.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FkZ8Y4T6qa5NhBkAJ7vlnt1px5ej1%2FbuoUql7WShTRUuyKWLJb%2F60359586-ee67-4fc2-a64b-6645fdea97f8.mp4?alt=media&token=b75fcb3c-21a5-4f6a-a429-ac82f646ac2a","id":"60359586-ee67-4fc2-a64b-6645fdea97f8","width":1964,"height":1888,"filename":"animations-3.mp4","type":"video/mp4","caption":"","border":true}]}
```

---

### Results

Though trial conversion (TPCR) did not move in any significant way, we did increase:

* Users uploading files (23%)

* Users linking mobile (22%)

* Users linking desktop (8%)

15% of users also engaged with the product tour

### Learnings

1. Having a design-led process helped cross-functional partners think more holistically

2. Building a platform was a way of creating a shared vocabulary between Design, Product, and Engineering

3. The platform experience itself was later adopted by other teams across the organization, who have used it to onboard their users.

Dropbox Plus Onboarding

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FkZ8Y4T6qa5NhBkAJ7vlnt1px5ej1%2FfxhR5C71mUXQ6vh2SiJm%2F426a1d15-daae-4048-a80f-b637bf8ce2eb.png?alt=media&token=f56db3c6-39ab-425a-8db6-ed5189ee224c","id":"426a1d15-daae-4048-a80f-b637bf8ce2eb","width":3600,"height":2400,"filename":"Blink.png","type":"image/png","caption":"","border":false}]}
```

Blink is a zero-to-one product exploration conceived in Dropbox’s new business incubator meant to help solve the problems of modern work. Namely, as more work is done in the cloud across a fragmented ecosystem of tools, services and content silos, hours are wasted on information retrieval and context-switching. From pitching the vision of a full browser optimized for knowledge work, as an alternative to Chrome, to launching the first beta to start validating product/market-fit, this project had high visibility and endorsement from senior leadership.

---

### Context

**Role:** Design Lead / Team Co-founder

* Spent 2 weeks with PM partner to develop a pitch to the CEO and a board of executives across the company

* Co-founded new team within the Emerging Products organization alongside a product manager and a staff engineer

* Internally-tested, and launched limited public beta on Chrome Web Store

* Responsible for driving strategy for the product concept, exploring new interaction paradigms, and visual design

**Skills:** Product/Design Strategy, Visual & Interaction Design, Prototyping

**Business Opportunity:** As Dropbox focuses on building the 'Smart Workspace', the company has an opportunity to own the "work graph". Similar to Facebook's social graph in concept, the work graph would offer a way to connect content, people and tools to make knowledge work more efficient and offer Dropbox a competitive advantage against other SaaS ecosystems.

---

*Inquire for full case-study.*