Overview
Role
Co-Founder. Led Design, Product, and Business Strategy
Responsability
Built and led across design, product, sales, marketing, fundraising, and more.
Timeline (7 years)
Apr 2017 - May 2024
About The Project
I built Node App, a self-serve influencer marketing platform that connects brands to influencers. The platform streamlines the entire influencer marketing workflow across campaign creation, influencer casting, management, and reporting.
I led the product from 0 to 1, overseeing both design and product end-to-end. I designed the full web and mobile experience and managed the engineering team throughout development.
Outcome
⭐️ Acquired by Canada's Largest Influencer and Modeling Agency ⭐️
Node App’s growth fueled major traction, press, and a $13M acquisition. Highlights below capture key milestones from the journey.
Context
Case study based on work from March 2021 to January 2023
We started Node App in 2017 and spent years iterating, experimenting, and testing MVPs. After refining our direction through early feedback, we officially launched the product in July 2020. Over the next 8 months, we improved the experience and validated key user and market assumptions.
By March 2021, we're getting strong positive feedback from brands and influencers. This marked a turning point where we shifted from purely building and iterating to a strategic focus on growth.
Problem-Solving Approach
This approach helps me identify and tackle product problems with speed and clarity. I start by identifying signals from users or data, uncover root causes, define what success looks like both qualitatively and quantitatively and rapidly test solutions with the highest likelihood of impact.
(And Repeat)
Problem
How might we reduce campaign drop-offs by better aligning expectations between brands and creators?
After scaling from 20 to 500 brands on Node App, it became clear that we needed to shift our focus toward retention and monetization. I began breaking down the in-product experience to understand which factors influenced long-term engagement and conversion.
Black Box: In-App Interaction Flow
Research Methods
The goal of the research is to understand each stage of the in-app interaction flow and identify the key factors influencing decisions
1. Data Analysis
At every step, drop-offs occur and each one impacts retention, conversion, and overall campaign success. My objective was to analyze the variables driving these outcomes.
2. Customer Support Collaboration
2.1 Support Team Interviews:
Spoke with the support team to uncover common friction points and recurring edge cases faced by users.
2.2 Affinity Mapping
Analyzed over 100 support emails and used affinity mapping to surface key themes, pain points, and unmet user needs.
Key Insights
After analyzing the data, interviewing the support team, and reviewing 100+ support emails, these were the top takeaways:
- There was a major misalignment between brand expectations and the content creators delivered.
- Brands working with influencers with low compliance rates were more likely to churn.
- Faster content submissions correlated with higher brand retention.
- Brands with the highest rejection rates were often outside our target industries.
- Customer demographics doesn't influence if a brand became a paying customer or posted subsequent campaigns
Solution
The goal was to reduce compliance issues below 5% and bring rejection rates under 25%.
In addition to implementing push and email notifications to support retention and monetization, we also introduced several key product features:
- Revamped the campaign creation flow to improve expectation alignment between brands and creators.
- Introduced a content review feature (a top customer request) to ensure content met brand expectations before posting.
- Launched a built-in payment feature to create a new revenue stream and incentivize creators to complete and publish campaigns directly through the app.
Visual Redesign
Full Visual Design Process Shared in Interview
1. Revamp of the campaign creation flow
The original version was functional but text-heavy, overwhelming, and lacked visual affordances. Our goal was to simplify the user experience, reduce friction, and better align the UI with how marketers think about campaign setup.
- More Visual, Less Text: Replaced dense descriptions with helpful visuals to make the experience more intuitive and scannable.
- Improved Hierarchy & Grouping: Related questions were grouped into logical sections with clearer labels, reducing cognitive load.
- Visual Prompts for Better Briefs: Examples of video styles (e.g., unboxing, testimonials) help brands quickly define the kind of content they want, streamlining the briefing phase.
- Cleaner Visual Hierarchy Through Typography: Better font sizing, weight, and spacing helped users skim the page and quickly find what matters most, especially in longer flows.
- Clearer Microcopy & Inline Guidance: Field-level helper text and tooltips were rewritten to be more actionable and conversational, reducing ambiguity and user errors.
Key Improvements in the Redesign:
2. Built-in payment feature & Influencer Campaign Brief
The original version was functional but text-heavy, overwhelming, and lacked visual affordances. Our goal was to simplify the user experience, reduce friction, and better align the UI with how marketers think about campaign setup.
Key Improvements in the Redesign:
- Better Alignment Between Web and Mobile: Field structure and terminology were standardized across web and mobile, improving internal consistency and reducing confusion.
- Improved Payment Breakdownt: The invoice screen was broken into distinct modules (invoice, node info, payment editor), making each section easier to digest and edit.
- More Clear CTAs: Multiple call-to-actions (e.g. “Get More Credits,” “Edit Payment”) were introduced to make next steps more actionable and reduce user hesitation during checkout.
- Scannable Content Cards: Key visual components like inspiration references, content type, and logistics were given visual affordances to help creators prep more efficiently.
- Increased Information Clarity: Each mobile section (brand request, logistics, deliverables) was clearly separated with intuitive headings, reducing the need for long text blocks.
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