Alex’s Previous Projects
Product Led Growth: User Onboarding Flow & Search Component
Team: Product Growth Team @ charity: water
Goal: Increase New User Acquisition
Challenge: Grow Peer-to-Peer Referral
Solution: Streamlined process for users to connect, engage, and contribute
Context: Faced with a challenge to increase new user acquisition we analyzed historical data and found previous success for user-driven referrals. We Discovered that our fundraising campaigns had previously supported our brand growth using peer-to-peer (P2P) referrals without leaning on ad spend. Recognizing that these campaigns could propel our revenue and user growth, we aimed for an overhaul—streamlining the process, making it more intuitive for users to start and manage their campaigns. As a result, we developed the product experience by creating a new user onboarding experience and search component on our fundraising pages.
User Onboarding Flow & Experience
Search Component & Experience
Zero-to-One: Building a B2B Corporate Gift Solution
As a co-founder at Grow by Gifting, I spearheaded the creation of our corporate gifting enterprise amidst a competitive market, focusing on eco-friendly, memorable succulents. My role involved deep market research and user interviews, guiding us to differentiate with eco-conscious practices and scalable custom gifting solutions. By aligning with an engineering team, I led the design of a seamless, on-demand gifting platform, facilitating mass custom orders through an intuitive website interface and a bespoke API. This strategic approach enabled us to deliver personalized gifts efficiently, showcasing our capability to innovate from concept to execution.
Tactical Examples 👌
Design System Strategy & Cross-Functional Alignment to Impact
Faced with a challenging environment at a previous company, where product teams were often sidetracked by service-oriented requests, I spearheaded the development of a new Content Resource Management system integrated with our Design System and Component Library. This initiative, initially met with skepticism, required robust stakeholder engagement and strategic communication. By establishing a regular meeting cadence, producing a detailed executive summary on strategy and execution, and creating a supportive ecosystem for ongoing collaboration, I was able to shift the organizational culture towards embracing long-term, impact-driven goals. My approach emphasized the importance of documentation, clear expectations, and cultivating an internal culture that prioritizes sustainable solutions over temporary feature requests, thereby ensuring alignment and fostering an environment conducive to growth and innovation.
See my Design System Strategy PDF → HERE