.png)
We discovered a vague value proposition, confusing pricing display, and unaddressed concerns left users hesitant to commit.
.png)
Overcoming user hesitancy and inspiring confidence through simplicity and transparency.
Over the course of a 12-week fellowship program, my team completed 8 week-long design tasks, including recruiting approximately 40+ beta users, conducting comprehensive user research, and designing solutions focused on retention and engagement.
In the final week, I led my team in redesigning the paywall to improve conversion rates. Leveraging past findings, conducting targeted research, and iterating on solutions within a 7-day design sprint.
.png)
Research began by gathering and organizing previous insights, conducting surveys with a total of 30 respondents along with interviews and usability testing with 3 of our Gen Z beta users.
With limited incentives and time constraints, we struggled to recruit enough beta users in time. I broadened our reach and created an additional survey guide for the general public that could help us quickly gather more data on the preferences and behaviors of demographics.
.png)
.png)
On day 4 I facilitated an ideation workshop with the team to create wireframes based upon our synthesized research findings. Focusing on the layout, structure, and incentives that can improve conversion rates.
.png)
I led a discussion as team members shared their initial sketches, exploring ways to refine or combine ideas. This led to Version 1 (left image), which I further refined into Version 2 (right image) based on feedback.
Combining qualitative and quantitative data, we gathered thoughts, behaviors, and followed up with a survey asking users to rate the clarity, visual appeal, confidence in buying a subscription, and likelihood of subscribing on a five-point scale.
This early feedback underscored the power of simplicity and clarity in driving user decisions.
.png)
.png)
.png)
After the fellowship program ended, I sent an anonymous survey to my team to gather their feedback on my leadership. Since it was my first time leading a design team, their insights were incredibly valuable in helping me grow and improve.
Managing collaborative sessions, being so organized and on top of things, great communication skills
I loved how you were assigning tasks, managing schedules, providing feedback, and ensuring effective collaboration among team members
Your approach to weekly meetings is well-structured and providing the team with additional information helped greatly in designing the wireframes
Maybe being more assertive in following up with the tasks and motivating people to finish them
You did great as a team leader, I don't have anything specific where you can improve
Looking back, I believe there should be more design critiques and collaborations in designing a singular wireframe
I’ve always been good at creating a supportive, collaborative environment, but I realized I could be more proactive in following up on tasks. If I were in a leadership position again, I plan to introduce regular check-ins and clarify task ownership to keep things moving without affecting team morale. Striking this balance is crucial for delivering projects on time while keeping everyone engaged and motivated.
Projects rarely go exactly as planned, and leading the team meant adapting quickly to challenges like low research participation or shifting project constraints under tight deadlines. I learned that staying flexible, reprioritizing tasks, and finding creative solutions — while always being mindful of the tradeoffs — helps keep the team focused and productive.