Pledgr (SaaS Goal Platform)
Behavioral design and engagement for pledge/goal completion
- +30% session time
- +45% feature engagement
- +25% early adoption
- -20% usability issues (beta)
Home Screen Redesign & Engagement
Users weren’t discovering pledge tools; session times were short; retention lagged.
Led UX research and partnered with design/engineering to rework the home experience.
- Interviews & usability tests on pledge creation/tracking
- Iterative prototypes in Figma
- Comparative tests to validate layout
- Dynamic progress indicators & CTAs
- Simplified navigation and 'next steps' prompts
- Contextual reminders to drive return visits
- Session time ↑ 30%
- Feature engagement ↑ 45%
- Higher repeat interaction with pledge tools
Data-driven improvements to the entry screen compound downstream engagement.
Comprehensive UX & Market Research Strategy
Needed a deep understanding of motivations and friction to shape roadmap and MVP.
Designed and executed mixed-methods research; synthesized into personas and frameworks.
- Interviews, surveys, usability testing
- Competitive/landscape analysis
- Behavioral models for goal-setting
- Onboarding & pledge creation guided by intrinsic motivation
- Prioritized features that support habit formation
- Early adoption ↑ 25% after changes
- Reduced activation friction and abandonment
Balanced speed with rigor to land a user-aligned MVP.
Journey Mapping & Service Blueprinting
Feature-focused design lacked a cohesive pledge-to-completion journey.
Mapped the full lifecycle from setup to completion, across product and ops.
- In-depth interviews; task analysis
- Journey maps of decision points & motivation dips
- Blueprints aligning notifications/support
- Milestone-based progress features
- Feedback loops at key moments
- Refined onboarding for achievable pledges
- Usability issues ↓ 20% in beta
- Higher completion likelihood after pledge start
A holistic view prevents ‘feature islands’ and reduces drop-off.
Human-Centered Design in a Lean SaaS Startup
Needed rapid iteration without losing user alignment for habit-forming tools.
Embedded lightweight research in sprints; facilitated co-design and metrics-first decisions.
- Usability checkpoints each sprint
- Rapid feedback sessions
- Evidence-based prioritization
- User-first mindset over feature-first
- Continuous learning loops in development
- Faster cycles without sacrificing insight
- Improved product-market fit and satisfaction
Human-centered design scales even in lean environments.