✨ Example Projects

Get in touch if you’d like a full case studies of my work.

🎨 Growth Design at The Post

Growth design at The Post is strongly rooted in evenly balancing scaling the business and developing a reader-centric product. Our mission is to drive strategy and execution of our customer acquisition experience. All of our initiatives focus primarily on rapidly expanding the number of engaged users and increasing the pool of activated leads to promote opportunities for reads to register or subscribe to The Post. We work in close coordination with the conversion and retentions teams to provide an experience that deepens engagements, reinforces our brand and grows subscription circulation. Internally, we create tools to make it fast and easy to stand up marketing campaigns, and enable business teams to provide the best customer experience possible.

🌱 My Role in Growth

My role focuses my strengths across the board in product thinking, interaction, visual design and customer empathy. I work on the experiences and features that support subscriptions and registration including all and any walls onsite and the tools to create them internally. I also spend time identifying opportunities that have a positive impact on our users and our business. I am a strategic contributor that not only focuses on the visual user experience but also content design and data analysis. When tackling a product challenge, I spend my time testing, researching, designing, and validating the best possible solution for the specific problem.

🧪 Experimentation and Analytics

Growth design requires moving incredibly quickly and shipping experiments regularly. I work with product partners to determine what’s really worth testing, or if we can ship without lengthy validation process. Because my work requires working on experiences across a variety of surfaces and a user’s lifecycle relationship with us, I lean into my teammates to understand what they’re working on, their tests, and their readouts and presentations. I check both core and subscriptions dashboards to ensure work aligns with our subs strategy but also so I have better understanding of what touch points I can use to solve my problem in the future. I utilize our analytics dashboards and partners to identify areas of opportunity for further testing — whether it’s the right copy for a particular user on the paywall or the length of onboarding at a specific touchpoint.

🤔 Lessons Learned

At The Post, we need to meet users where they are in their relationship with us and to get users to create a habit with us. We want to surface content at the right spot in their user journey. Working in growth, I learned that it is about so much more than momentary wins. My product manager and I focus on big picture wins to create and optimize a sustainable experience that nets more long-term engaged users (and not just quick subs). I learned that there are certain types of tactics seem good for the business in the short term, but can burn people. I have to ensure that the interactions added don’t devalue the entire ecosystem.

I learned sometimes I don't need to design at all. In much of my work, I make small changes to subscription surfaces - the same surface at a different time in the journey or the same surface but specific language for the user. I learned I can use the power of copy when engaging emotions and driving repeat behavior and building user habits. Utilizing content design tools like conversational prototyping, I can understand the emotional and experiential components it takes to make a feature or overall product work.

I also learned on how to collaborate with marketing and business partners. When working with these stakeholders, I ensure I am always advocating for the user and what will truly lead them to change their behavior. I often translate user research and testing to push back on ideas that swing too far away from what’s in the best interests of users.