Strategic Design Leadership in a Startup Environment
Drove product design strategy in a fast-paced startup environment, leading to a successful acquisition by Shopify.
Role: Lead Product Designer (Dec 2019 - Apr 2021) | Sector: Interior Design Industry (B2B)
Challenge
Change in company direction during the pandemic
Development of new B2B software tool (Tradehub)
Need to establish user-centric design culture
Fast-paced startup environment requiring quick iterations
Actions
Product Strategy
Led research and development of Tradehub B2B software
Established user-centric design processes
Collaborated directly with C-suite on strategic initiatives
Culture Development
Implemented design thinking methodology
Created a framework for user feedback integration
Established rapid prototyping and testing processes
Stakeholder Management
Worked closely with cross-functional teams
Aligned design initiatives with business objectives
Regular communication with executive leadership
Results
Contributed to the company's acquisition by Shopify in October 2021
Increased new business by 71%
Increased conversion for customers by 44%
Established quick iterative design processes
Introduced User Research, including building a research repository
