Making Product Storytelling Mobile-Friendly

Blueland’s site uses immersive, scroll-based storytelling to educate users about sustainability, but key information often got lost on mobile. I designed an interactive explainer that broke down the value of their products in a fun, responsive way—through quizzes and motion design. This led to higher engagement, stronger brand perception, better conversion on mobile, and more organic shares.

Empowering Creators with Visual Tools

Gumroad is a platform that helps creators sell digital products directly to their audiences, but many users wanted more ways to reflect their brand visually. I designed a lightweight, reusable visual editor—something like a simplified Webflow—that lets creators style their product pages with ease. As a result, Gumroad saw improved user retention, a growing user base, and reduced support requests.

Simplifying a Dev-Focused Experience

TinaCMS is loved by developers but was overwhelming for marketers and non-technical users. I redesigned the onboarding experience to include guided steps, helpful tooltips, and microinteractions that introduce the platform gradually. The result was faster onboarding, higher user satisfaction, and broader adoption across teams.