Consumer SaaS · 2022–present
Givingli
Rebuilt a Series-A product operation from zero infrastructure to 33× subscription growth.
47% → 97% onboarding conversion · 1% → 33% subscription rate · 3× design system efficiency
The case study is in progress.
This page is a stub while I write the full narrative + assemble before/after artifacts. The short version:
I joined Givingli in October 2022. The married-cofounder shop had no design system, no PRD process, no roadmap, no real Mixpanel use, no review process, no stakeholder rituals, operating on "come in, talk, execute." A year in, the PM was let go and I absorbed the product role on top of design while remaining the only designer.
Over the next two years I built, from scratch, the company's first design system, full PRD lifecycle, user research pipeline (Mixpanel cohorts → Typeform surveys → targeted interviews), effort/impact roadmapping, design critique process, engineering handoff documentation, A/B testing infrastructure, and feature-flag splits. No data analyst; designers owned event tracking and analysis.
The hero project was an onboarding redesign. We moved phone-number capture to the end, replaced the front of the flow with KYC-style discovery questions ("why are you here?", "what holidays do you care about?"), added micro-animations, surfaced features pre-signup, and personalized the post-signup experience based on the discovery answers. Conversion went from 47% to 95–97%. Subscription rate went from 1% to 33%.
In the last quarter I shifted to shipping features end-to-end with Claude Code + GitHub. Full design-to-deploy in days, not weeks, on a real consumer SaaS product in production.