Helping People Connect IRL at Crypto Conferences
Protocol Labs, 2022-2024
Challenge:
Protocol Labs wanted to strengthen relationships within its network of pre-seed to seed portfolio companies and close collaborators. My team built several tools—like a login-gated Directory and office hours scheduling —but awareness and adoption were low.
We sought to increase engagement with our network tools by leveraging a key insight: network members struggled to make meaningful connections at in-person crypto conferences.
Approach:
I leveraged insights from past attendee behavior using a Google Sheets solution and conducted additional interviews and usability tests to refine our new tool, IRL Gatherings.
This was integrated into the Directory and built within 2 months with a lean and newly onboarded team.
As both designer and launch manager, I focused on ensuring the tool met member needs while driving maximum adoption for our upcoming conference deadline.
Solution:
Streamlined onboarding by creating new custom sign-up flow and improving first-time user access, leading to a 22% increase in signups over previous Google Sheets solution, and a 101% increase in total logins to network tools
Improved networking relevance of attendee data by pre-filling attendee roles from Directory and creating custom Interest fields
Increasing Subscription Revenue for FinViz
Smart Interface Design Patters Course, 2024-2025
Challenge:
FinViz wanted to reduce the time for users to upgrade to it's paid Elite subscription from 42 to 21 days and increase its active users by 30%.
Unfortunately, the stock screener's complexity created a steep learning curve for new users, limiting engagement and conversion.
Approach:
I conducted hands-on research, completing key user tasks to identify usability challenges and identifying moments that drive conversion and retention.
After gathering feedback, I synthesized the most promising ideas into two targeted design changes to improve conversion.
Solution:
Improved Filter Customization and Creation to make filters easier to explore, learn, and save gets users to their first key success moment faster
Offered 7-Day Free Trial for Alerts, one of the most frequently requested Elite features, creates an onboarding ramp for users to experience the value of Elite before committing
Improving Mobile Purchase Satisfaction at the Vienna Opera House
Smart Interface Design Patters Course, 2024
Challenge:
The Vienna Opera House sells out performance, yet many visitors are dissatisfied with their seats due to unexpectedly bad views. The mobile booking experience lacks critical seat information, making it difficult for users to find the best value for their budget.
Improving purchase satisfaction is also key to increasing annual card sign-ups, a priority for the venue to lock in recurring revenue.
Approach:
I audited the current desktop and mobile flows, benchmarked best-in-class ticketing platforms, and redesigned the booking process to better match user behavior.
Customers prioritized flexibility in date selection, seat visibility and price filtering over choosing a specific performance.
Solution:
Expanded search filters to include multi-date selection and price filtering in the first step to better align with customer decision making
Enhanced seat selection with card and map-based views and upfront seat previews, reducing selection time and post-purchase dissatisafaction
Increase annual card visibility throughout booking flow to drive awareness and adoption