Portfolio

Real problems.
Real fixes.

A selection of work across product launches, onboarding, lifecycle, and research.

Product launch

Launching a new product for software development teams — in four months

Problem

Brand new product, no playbook, committed launch date 4 months out

Goal

Attract early adopters, align 8 teams, launch on time

Result

40K live viewers, 18% early access conversion, TechCrunch

Kickoff & launch plan

Weekly team syncs

Assets & enablement

Pre-launch campaign

KotlinConf live launch

Onboarding & adoption

Users were signing up but not activating

Problem

No direction on first login, misleading CTAs, high early churn

Goal

Improve activation and reduce churn for new users

Result

4% decrease in churn

Before

Sign up
Empty dashboard
Misleading CTA
Drop off
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After

Sign up
Setup wizard
Product tour
Progress checklist
Email & lifecycle

Trial-to-paid conversion was stalling

Problem

Outdated emails, declining open and click rates

Goal

Improve trial-to-paid conversion

Result

2–3× clicks, +1.5% open rate

Win-loss research

No visibility into the real reasons behind wins and losses

Problem

The team needed to understand the 'why' behind deal outcomes — what was resonating with buyers and what was pushing them away.

Goal

Surface insights to inform positioning and sales strategy

Result

Repositioning and messaging updated

Proposed to leadership
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Agency coordination
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Legal navigation
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Interviews
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Repositioning & messaging