{"collectionById":{"99a5cf03-c505-4a2b-90b9-d66697c5ad9f":{"id":"99a5cf03-c505-4a2b-90b9-d66697c5ad9f","name":"Case studies","fieldSchemas":[{"id":"e0bd67cd-f17e-4968-a58b-33c542c229af","name":"Title","type":"plain_text","role":"primary"},{"id":"0aedb0cf-7919-447d-b6b6-51d71ba22d77","name":"Slug","type":"slug","role":"slug"},{"id":"ed69cded-27ba-44a0-bab8-fbf8c044cbca","name":"Client","type":"plain_text"},{"id":"1ef5d7e3-52a7-4097-8a45-abcfe238de0a","name":"Role","type":"plain_text"},{"id":"00c22bf7-b190-407d-b93e-81b8a5db8f6d","name":"Project type","type":"plain_text"},{"id":"c9942e24-8620-4920-b235-6194615008c8","name":"Intro","type":"plain_text"},{"id":"47bb0584-30c3-41fa-92be-562570beef96","name":"Hero image","type":"image"},{"id":"2602c513-f95b-406a-9e62-28e8df3567e2","name":"Content","type":"rich_text"},{"id":"b5914d20-7963-4b88-b051-58bd03e73da5","name":"Created at","type":"date","role":"created_at"},{"id":"aa3b61fa-9154-4c11-b165-0524b0425e1e","name":"Last edited at","type":"date","role":"last_edited_at"},{"id":"c0be853d-cdf7-43e6-b7b8-73cf53f46765","name":"Highlight","type":"image"}],"itemById":{"9cb1532f-a9b4-4ba7-9b00-9c69c06ae43d":{"id":"9cb1532f-a9b4-4ba7-9b00-9c69c06ae43d","index":"\"","collectionId":"99a5cf03-c505-4a2b-90b9-d66697c5ad9f","fields":[{"id":"2c1bef72-6251-456c-9966-113328d364df","value":"ai-first-message-flow","itemId":"9cb1532f-a9b4-4ba7-9b00-9c69c06ae43d","fieldSchemaId":"0aedb0cf-7919-447d-b6b6-51d71ba22d77"},{"id":"ff426253-1d1a-4f15-8c2e-ae18f7378105","value":"Preply","itemId":"9cb1532f-a9b4-4ba7-9b00-9c69c06ae43d","fieldSchemaId":"ed69cded-27ba-44a0-bab8-fbf8c044cbca"},{"id":"e4c7570a-e1b5-4889-8967-13ff4e4da097","value":"Experiment and  AI intro","itemId":"9cb1532f-a9b4-4ba7-9b00-9c69c06ae43d","fieldSchemaId":"00c22bf7-b190-407d-b93e-81b8a5db8f6d"},{"id":"9a60f262-d956-4b87-8178-cb7a7961fbe4","value":"{\"image\":\"99d4a7c6e2806130188f6bf49df8e8a334511984\",\"imageThumbnail\":\"eca03f38d167b2aba429b9fb0136fcea03092f1d\",\"originalImageHeight\":2932,\"originalImageWidth\":5220,\"altText\":\"hero-ai-message\",\"fileName\":\"Hero-ai.png\"}","itemId":"9cb1532f-a9b4-4ba7-9b00-9c69c06ae43d","fieldSchemaId":"47bb0584-30c3-41fa-92be-562570beef96"},{"id":"0efebbb9-f6eb-4f45-b8f7-f3a17a1fb4b0","value":"Product Designer","itemId":"9cb1532f-a9b4-4ba7-9b00-9c69c06ae43d","fieldSchemaId":"1ef5d7e3-52a7-4097-8a45-abcfe238de0a"},{"id":"f5b5da82-654c-4afe-994d-094499075eee","value":"AI First Message Flow","itemId":"9cb1532f-a9b4-4ba7-9b00-9c69c06ae43d","fieldSchemaId":"e0bd67cd-f17e-4968-a58b-33c542c229af"},{"id":"34b693d9-a3b2-4a3a-a50b-c7c213d7dad1","value":"Explored an AI-powered first-message experience to help learners confidently reach out to tutors before booking a trial. The goal was to reduce friction in an underexplored part of the funnel, increase learner confidence, and introduce AI as a supportive, trust-building tool early in the learning journey.  This project focused on turning an informal but high-impact behavior into a guided, delightful experience that feels natural, helpful, and fully under user control.","itemId":"9cb1532f-a9b4-4ba7-9b00-9c69c06ae43d","fieldSchemaId":"c9942e24-8620-4920-b235-6194615008c8"},{"id":"b593b749-8102-4917-9194-19523d64ac9d","value":"{\"root\":{\"children\":[{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The problem\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Many learners contact tutors before booking a trial as a way to assess fit, clarify expectations, or introduce themselves. These conversations strongly correlate with trial bookings, yet the experience of writing the first message was entirely unstructured.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Learners often repeated information they had already shared earlier in the funnel, felt unsure about what to say, or defaulted to short, low-quality messages that did not fully represent their learning goals.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Key challenges\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Designing an AI-assisted experience that genuinely helped learners without feeling intrusive, overwhelming, or distracting from the main task.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"We needed to balance guidance and automation with user control, and introduce AI in a way that felt supportive rather than prescriptive, especially at such an early stage of the funnel.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"type\":\"image\",\"version\":1,\"hash\":\"6b571a3647f97467255164c6f996a834b2a08a75\",\"src\":\"https://s3-alpha-sig.figma.com/img/6b57/1a36/47f97467255164c6f996a834b2a08a75?Expires=1770595200\u0026Key-Pair-Id=APKAQ4GOSFWCW27IBOMQ\u0026Signature=TCU83HPocJcZfGF0YTwV7SXh2AtKtoE9ald3o2LO8Fy6H3HIbjFqtCNT-MaMt0W5LPgKpUaHdr3naRMMfupsvhx2wuBowtd4oVvP9JK4Y1fGtGYwF~u3YQZNGLvHp060Xdq1T2z3VMg2H~9Ce1pqhQWGoZjujNQ~LiAph9ZOYrHB7ymB5dIZCRAgnB-dd2FDBt~I4ItjmXOmDNFXQYBOCnVK7Uua~LlspLWaiOXCZivEKy3U~qpAq~s7yZpnfVbgDIGuQJJZOeiqCRiui~C~qa1LrTa~XFHrjQ1seGf7~tjCk7pDfCXhirSnnj2jd5YKDGVcVCtkbXEEd~xABGGAvA__\",\"altText\":\"explores-aimessage\",\"originalImageWidth\":5220,\"originalImageHeight\":2938,\"isFillWidth\":false}],\"direction\":\"ltr\",\"format\":\"left\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"My role and responsibilities\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"I led the end-to-end design of the AI-assisted messaging experience, including problem definition, competitive benchmarking, interaction design, usability testing, visual design, and cross-functional collaboration. I worked closely with product, research, and engineering partners to shape a solution that balanced usability, trust, and scalability.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"type\":\"image\",\"version\":1,\"hash\":\"4aeb31773f0ed36be99657618d2a54834c30a416\",\"src\":\"https://s3-alpha-sig.figma.com/img/4aeb/3177/3f0ed36be99657618d2a54834c30a416?Expires=1770595200\u0026Key-Pair-Id=APKAQ4GOSFWCW27IBOMQ\u0026Signature=ZG7M1c3GcfQk59Al0TtNelLP2fUeAgxRM5fXrpos6WcvEMFix6EPLPe5H8BPTqDQBA50dvcNRCLQy6Jq1Wep3sZKTdw2W2YEesvg-AuF15y4iXw8-aggruU1sLOkVbaV4HDXI8~BwGdKobrot~PKWhkFVe1tMu0nh4ghWOHHbnFV7Law96NHtaMAAl7si8wfBZtykIKAaeGnLEhqlljRrF60e~5WmI43WlGFtLGEfoe9pIeWQLlMFFFP5PHGQUiv1MbcUFjSl3XP00jTRMfgat8t5UpawaLJFBaSz4ScFpgdHUh~haVI1owTGSYlKh~XUiTr5DDDqF1jkgVG~0nShw__\",\"altText\":\"video-unified prototype\",\"originalImageWidth\":3022,\"originalImageHeight\":1812,\"isFillWidth\":false}],\"direction\":\"ltr\",\"format\":\"left\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The approach\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"►\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Understanding the behavior and opportunity: \",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"I started by analyzing how learners use messaging today, identifying it as a confidence-building step rather than a transactional one. This reframed the experience as a moment to support expression, not just communication.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"►\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Leveraging existing learner data: \",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Rather than asking learners to re-enter information, I designed the experience to reuse data already collected earlier in the funnel, such as goals, availability, and learning preferences. This reinforced continuity across the product and reduced cognitive load.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"►\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Exploring levels of AI involvement: \",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"I explored multiple concepts ranging from optional AI assistance behind a CTA to fully auto-generated drafts triggered on entry. These explorations tested different balances between user agency and automation.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"►\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Validating through usability testing: \",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"I tested two primary concepts. One required users to explicitly request an AI-generated message, while the other automatically drafted a message using a typing animation. Testing showed that users rarely engaged with the manual CTA, but reacted positively and enthusiastically to the auto-drafted version.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"►\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Designing for control and trust: \",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The final solution auto-drafts a message using AI, while allowing learners to edit freely, regenerate, or start from scratch. This preserved a sense of authorship while showcasing AI as a helpful assistant rather than a replacement.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"type\":\"linebreak\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"type\":\"image\",\"version\":1,\"hash\":\"1a5a7e5c457c2c053d6a08c66b896f37341cc83f\",\"src\":\"https://s3-alpha-sig.figma.com/img/1a5a/7e5c/457c2c053d6a08c66b896f37341cc83f?Expires=1770595200\u0026Key-Pair-Id=APKAQ4GOSFWCW27IBOMQ\u0026Signature=pYwxC~9MMZCwF4oVQ186Q7fM6YPw56Ox3uWOCfH2YsYDXFwO1G4GV6rfiLwCC8zqvunnIZ1z5ApVY2pzAJFBMpRcp43TG11QgeHrFTFaq4WNtJIByCVI8IvU-STrkhPB8AsED45y5BX3eXwXfmw9yY~Q0Tv~0OtC1vHsq~iqI4vXM0m~D1IwjfZaYylMHyknhsDu2cLI8iiPn9IdIXBPPe72UdofkoPGh6F2EgLzc1vr7qVNgpea42188LxeMdE45Yhml8raXO8xItimH-Yjh5VxUY~EgvSo6ibMkuWRljhN8eAMUpgGwoM2NhU5QBPqEe58t~pB8UYutprln2jTwQ__\",\"altText\":\"design-aimessage\",\"originalImageWidth\":5220,\"originalImageHeight\":2940,\"isFillWidth\":false}],\"direction\":\"ltr\",\"format\":\"left\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Outcome\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The final design introduced AI into the tutor messaging flow in a lightweight, human-centered way. Learners responded positively to seeing a thoughtful, personalized message appear instantly, and appreciated being able to refine it rather than start from a blank state.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Beyond improving message quality, the project helped establish AI as a trusted companion in the learning journey and set a foundation for future AI-assisted interactions across the product.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"root\",\"version\":1}}","itemId":"9cb1532f-a9b4-4ba7-9b00-9c69c06ae43d","fieldSchemaId":"2602c513-f95b-406a-9e62-28e8df3567e2"}]},"3ab106d1-3d4c-46e3-acf8-84b992b0e1a5":{"id":"3ab106d1-3d4c-46e3-acf8-84b992b0e1a5","index":"%","collectionId":"99a5cf03-c505-4a2b-90b9-d66697c5ad9f","fields":[{"id":"1204bc67-79a1-4f18-86fe-e43d0046788a","value":"Nubank","itemId":"3ab106d1-3d4c-46e3-acf8-84b992b0e1a5","fieldSchemaId":"ed69cded-27ba-44a0-bab8-fbf8c044cbca"},{"id":"330aba6d-3556-4919-8647-cfbe1ea57399","value":"top-up-loans","itemId":"3ab106d1-3d4c-46e3-acf8-84b992b0e1a5","fieldSchemaId":"0aedb0cf-7919-447d-b6b6-51d71ba22d77"},{"id":"a2962b0f-33a9-4199-8265-eabf3c4c614d","value":"Design experiment","itemId":"3ab106d1-3d4c-46e3-acf8-84b992b0e1a5","fieldSchemaId":"00c22bf7-b190-407d-b93e-81b8a5db8f6d"},{"id":"97946f93-dec7-4493-a1ac-7cfddf3c0e09","value":"Nubank is a Brazilian fintech known for its outstanding digital banking services. As a Product Designer at Nubank, I was part of the Lending team, exploring growth opportunities while ensuring the business' and users' interests. One of the exciting challenges I tackled was exploring innovative loan opportunities. In this process, we aimed to demystify and debunk the often negative perception surrounding borrowing money from a bank recurrently, ensuring that our customers view taking out multiple loans with us in a positive light.","itemId":"3ab106d1-3d4c-46e3-acf8-84b992b0e1a5","fieldSchemaId":"c9942e24-8620-4920-b235-6194615008c8"},{"id":"31928ac4-94ff-4d8d-a897-9fc1db6d145f","value":"Product Designer","itemId":"3ab106d1-3d4c-46e3-acf8-84b992b0e1a5","fieldSchemaId":"1ef5d7e3-52a7-4097-8a45-abcfe238de0a"},{"id":"b3ba233c-b8eb-4d53-976e-e688afe092a5","value":"{\"image\":\"07f09896c47d0cbe51660c799b6f7f27508e6c4e\",\"imageThumbnail\":\"9d26b4c9106bf830cc0f49a0fde968dbe5a8aa62\",\"originalImageHeight\":2932,\"originalImageWidth\":5220,\"altText\":\"nubank-hero\",\"fileName\":\"Hero-nu.png\"}","itemId":"3ab106d1-3d4c-46e3-acf8-84b992b0e1a5","fieldSchemaId":"47bb0584-30c3-41fa-92be-562570beef96"},{"id":"2b15cdce-071f-410e-b47a-289a71b0b7d4","value":"Top Up Loans","itemId":"3ab106d1-3d4c-46e3-acf8-84b992b0e1a5","fieldSchemaId":"e0bd67cd-f17e-4968-a58b-33c542c229af"},{"id":"5e16326b-72d2-4fa1-a76e-fed38cb4d548","value":"{\"root\":{\"children\":[{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"My role\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"In my role at Nubank, I was responsible for the Lending Experiences, with a particular focus on exploring initiatives to improve our growth and conversion. A significant part of my work involved interacting with the users to gain valuable insights into their experiences and validate our lending experience’s efficacy.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"My responsibilities also included ensuring the quality of Nubank's already well-known solutions, while overseeing both the UI and UX aspects of our new loan experiments to improve conversion. Supporting research initiatives, managing stakeholders, ensuring alignment among multiple designers working within different loan products, and exploring core common parts of our global lending experience weyre also common in my routine.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"type\":\"image\",\"version\":1,\"hash\":\"0d94278175bc44ea246e5213fc4fc1b79b5b30cc\",\"src\":\"https://s3-alpha-sig.figma.com/img/0d94/2781/75bc44ea246e5213fc4fc1b79b5b30cc?Expires=1770595200\u0026Key-Pair-Id=APKAQ4GOSFWCW27IBOMQ\u0026Signature=rGCrmRWqzIFDGirLm6m611jdvvkEZUKAvPBHvF~imEv7kj5CCkZE1a2O67ygba-OEYfEldHsOCyM9t-DSDniV6iJnSm-luMRjEA6fiaEf4eI1R-iBr-P52reU8DBY9inZ0TOnA~Rh9iL1JGsG-oq2ubTuK4K1wjcbk4MOFESVg0jQOV-gHJGRg60cpTJgg~s5Ik-efyzgNoBVTHUjjbMmVuUgcxTDbddtk-BnmRv0lVFAncDq1K~Fi3dfx5W~fgX2PP0nkHmiu5PRGUlERZ1k-Di5iPYp659S4P9etDKiiQk68K-FGSHhc~tyanuPaGoJ3gAVIPq1HhZY6Sw2Du7aA__\",\"altText\":\"explores-nu\",\"originalImageWidth\":7582,\"originalImageHeight\":4892,\"isFillWidth\":false}],\"direction\":null,\"format\":\"left\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Top Up Challenge\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"In Brazil, taking out a loan often carries a stigma due to high interest rates and the risk of severe debt. Designing lending solutions that balanced user needs with business stability was therefore a significant challenge.\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Through extensive research, we discovered that many users needed access to a new loan while still managing an existing one. This raised a core question: how could we provide loan extensions in a way that was efficient, secure, and sustainable, without exposing users to a snowball effect of growing debt?\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Some other question also included:\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Is Top Up a feature that people show interested in\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"value\":1},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"What’s the best way to communicate extending a loan with a simple behavior\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"value\":2},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Do the changes in the loan conditions improve second or multiple loan conversions?\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"value\":3}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"list\",\"version\":1,\"listType\":\"bullet\",\"start\":1,\"tag\":\"ul\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"What’s the impact on conversion rate, nps, delinquency and contact rates\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Our process\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"In order to increase conversion and recurrence, we used our offer abilities to give some flexibility when hiring a second loan, letting people start paying their second loan installments after the first loan installments are already paid. To reach that, we went through a process of understanding, exploring, and then validating our hypothesis\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Our approach was to design conditions that incentivized users to take a new loan responsibly. This not only improved conversion and recurrence, but also offered better terms and greater visibility into loan opportunities.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"type\":\"image\",\"version\":1,\"hash\":\"2a599fed266599986f7002ed3f0c511000429fd1\",\"src\":\"https://s3-alpha-sig.figma.com/img/2a59/9fed/266599986f7002ed3f0c511000429fd1?Expires=1770595200\u0026Key-Pair-Id=APKAQ4GOSFWCW27IBOMQ\u0026Signature=eD-6-EbTcCpUiNMzZ1GGHp0hZzAYTD5uSE27uhozdTlBn2PudRkeVB-IXgWIu0XNUTm0DxpaSpFpnsvokS8N6VgYuvMiokaZMjo7lhMqrJ~LqHW-3fXFixu1VVdCBDzZbNUfMZsUfbApev-ka2HjW5WBKAeFWb-Nd0bIMEfkm5JQsAmP8Svfwy6nixgYpmIcMvm6h8mQA8JzdBo9ieLaokaqIk71dL2M4rsXHfka9GPKaSdCgIjoF4vWIeC-EWUz44M321XBqeOJn6VADe4UGZd9ZQ4gYXTCkjeJrpQZiZ9ZacuhM-p5mxbYqFnd8c-VU0jzlw0OTauapktITFvGFA__\",\"altText\":\"user-test-nu\",\"originalImageWidth\":2362,\"originalImageHeight\":1324,\"isFillWidth\":false}],\"direction\":null,\"format\":\"left\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"left\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"~ // Key steps to address the challenges\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"In-depth research to better understand the specific need for topping up an existing loan as opposed to acquiring a completely new one. This phase delved into the nuances of user preferences and requirements.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"value\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"list\",\"version\":1,\"listType\":\"bullet\",\"start\":1,\"tag\":\"ul\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Explored different conceptual approaches based on the insights gained from the research and user feedback. This exploration aimed to develop innovative solutions that could seamlessly integrate into the existing user experience.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"value\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"list\",\"version\":1,\"listType\":\"bullet\",\"start\":1,\"tag\":\"ul\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Implemented usability tests to validate the viability and user-friendliness of the proposed concepts. This step ensured that the solutions not only met user expectations but also provided a smooth and intuitive experience.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"value\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"list\",\"version\":1,\"listType\":\"bullet\",\"start\":1,\"tag\":\"ul\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Collaborated with stakeholders and engaged with other design areas to align the proposed concepts with the overall business strategy and maintain synergy across different aspects of the product. This alignment was crucial to guaranteeing both quality and consistency in the final implementation.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"value\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"list\",\"version\":1,\"listType\":\"bullet\",\"start\":1,\"tag\":\"ul\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Defined the approach for the initial test and collaborated closely with engineers to refine the technical aspects of the proposed solution.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"listitem\",\"version\":1,\"value\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"list\",\"version\":1,\"listType\":\"bullet\",\"start\":1,\"tag\":\"ul\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"root\",\"version\":1}}","itemId":"3ab106d1-3d4c-46e3-acf8-84b992b0e1a5","fieldSchemaId":"2602c513-f95b-406a-9e62-28e8df3567e2"}]},"0be05c37-bdcf-46cb-811c-c75e683472fb":{"id":"0be05c37-bdcf-46cb-811c-c75e683472fb","index":"#","collectionId":"99a5cf03-c505-4a2b-90b9-d66697c5ad9f","fields":[{"id":"dbe8f610-ef04-403d-b7f8-946c00f1ffae","value":"Lead Designer","itemId":"0be05c37-bdcf-46cb-811c-c75e683472fb","fieldSchemaId":"1ef5d7e3-52a7-4097-8a45-abcfe238de0a"},{"id":"1f6edeb6-3b51-491f-84a2-84ad0819fff8","value":"MVP Validation","itemId":"0be05c37-bdcf-46cb-811c-c75e683472fb","fieldSchemaId":"00c22bf7-b190-407d-b93e-81b8a5db8f6d"},{"id":"374b904d-5088-4b96-8fac-5281cb6f0ffc","value":"Taxfix simplifies tax filing by developing user-friendly solutions. The Global Expansion team collaborates with diverse stakeholders and cross-functional teams to enhance the international tax-filing experience and drive Taxfix's growth globally. At Taxfix, I was part of the Global Expansion team, whose mission is to introduce Taxfix's tax-filing solutions to new countries, applying different strategies like Live Market Tests and/or testing MVPs. This project targets a 2024 market entry, emphasizing the scalability and willingness to pay for our tax-filing solution.","itemId":"0be05c37-bdcf-46cb-811c-c75e683472fb","fieldSchemaId":"c9942e24-8620-4920-b235-6194615008c8"},{"id":"23d9e1d6-7827-4c36-95f6-ebebd83f1b18","value":"{\"image\":\"4ecfb2d93d31521649a7f0500b89d9f5fb27270e\",\"imageThumbnail\":\"f5f21784bb8e7f3326238a8678d358d45eb966ae\",\"originalImageHeight\":2932,\"originalImageWidth\":5222,\"altText\":\"australia-mvp hero\",\"fileName\":\"Hero-taxfix.png\"}","itemId":"0be05c37-bdcf-46cb-811c-c75e683472fb","fieldSchemaId":"47bb0584-30c3-41fa-92be-562570beef96"},{"id":"631520fc-c153-4f46-b71c-706dafcc95b0","value":"Australia MVP","itemId":"0be05c37-bdcf-46cb-811c-c75e683472fb","fieldSchemaId":"e0bd67cd-f17e-4968-a58b-33c542c229af"},{"id":"245ad0f0-f126-45bb-9b74-d6b89cfd0bc9","value":"{\"root\":{\"children\":[{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"My Role\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"As the only Senior Product Designer in the project, I led the design decisions for building the MVP and shaping the product roadmap, while making UI, UX, and content design decisions. My responsibilities also included supporting tests, assisting engineers during the development phase, supporting user research initiatives, and facilitating discussions with stakeholders.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The Challenge\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"How to navigate a competitive market dominated by two established players, that already provide a somewhat easy-to-use experience, with the belief that there is an untapped space for a mobile solution featuring a modern UX, robust guidance, and a streamlined human questionnaire.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Unlike traditional revenue-centric goals, our focus was on achieving a specific number of payments/submissions aligned with the Company’s Key Result. This approach considers constraints such as limited operational capacity, manual processes, low marketing budget, and resourceful product features while maintaining lean operations.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Our process\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"As a Senior Product Designer at Taxfix, I'm part of the Global Expansion team, whose mission is to introduce Taxfix's tax-filing solutions to new countries, applying different strategies like Live Market Tests and/or testing MVPs. This project targets a 2024 market entry, emphasizing the scalability and willingness to pay for our tax-filing solution.\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Unlike traditional revenue-centric goals, our focus was on achieving a specific number of payments/submissions aligned with the Company’s Key Result. This approach considers constraints such as limited operational capacity, manual processes, low marketing budget, and resourceful product features while maintaining lean operations.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"type\":\"image\",\"version\":1,\"hash\":\"1e86c6680465c2973e738f64a841bfc8cee07824\",\"src\":\"https://s3-alpha-sig.figma.com/img/1e86/c668/0465c2973e738f64a841bfc8cee07824?Expires=1770595200\u0026Key-Pair-Id=APKAQ4GOSFWCW27IBOMQ\u0026Signature=GTDTn-k8CkLtQuv2105en~x79Y1VL9xzqzB6zNECFeqB7sWvcFVQ8dAKAeuXtTApgNmi~P5vyqC7Non5TCic4QCuufAqFHw-yW-GnS8CAiLeh9-VI8sxICHzsHmjt~3N9BWlyTCXxq-bABTN1HeHL9D3KBWSkF9xOq5mJG2QDDWstVKeft2IVSQ5-35M5NTvsLtlsR0sLpUp3GiWZ3xcLsYFW~Ls-mm-l1GLkB1x-51qe1Ao3zzGV6G9hKUqht9Pcb0W9AJwkcKgydNhY96NFpS-yl1Hr4RbARRFUko~3xwinVhySeWKTXW84PWj9anmYkvWrpxPPlYFmY63JTW3Tw__\",\"altText\":\"web-taaxfix\",\"originalImageWidth\":5220,\"originalImageHeight\":2938,\"isFillWidth\":false}],\"direction\":\"ltr\",\"format\":\"left\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"MVP Playbook\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Within the challenges that come with exploring different countries and markets, as a team we came up with our processes and ways of working to optimize our achievements while working in multiple markets in different phases at the same time.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"PHASE 6\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" -\u003e After some not-so-successful MVP testing, the first step was to establish what is an MVP and how much or little we should go to reach our goals. With that, we began by organizing the user problems we aimed to address and understand the resources and operational limitations for building an MVP. The definition of the user flow took into account data from previous discoveries, studies, and other established markets to leverage our core product effectively.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"type\":\"image\",\"version\":1,\"hash\":\"80ab88b29eb36aad6ac2c150a904d8ee06520c56\",\"src\":\"https://s3-alpha-sig.figma.com/img/80ab/88b2/9eb36aad6ac2c150a904d8ee06520c56?Expires=1770595200\u0026Key-Pair-Id=APKAQ4GOSFWCW27IBOMQ\u0026Signature=n-bEpCmPJv88uCf-rrTWoO52kIogQvv4dDpQ-4rKFeHcBq0DBSqbMalXO6JtWErAttGq1c2dDEHgxP9sUbOYZaFcgjRtfn5AJBD257v~putiqoZkxVYbH8Dqn4iymdULrEjNMMFvEoEvRqsXgF3ZfF26A7mrvkptxJFiwu4DVr9d8OAKovLPn-4DbNfZWLShELyGW1nIn~dPFj8WRLcdmdWdw4akMkeb4aTgeOynhzXHd-64p-1jX710GumlUH~FZf0qlPkzHClVC7d7dEE4F4FMlLaVL1F1fEB5cPKng1FYKc-6z9HuxQfbKSfiyxtAmKhGDA3pLsoQvRBY8gRyIQ__\",\"altText\":\"designs-taxfix\",\"originalImageWidth\":5220,\"originalImageHeight\":2940,\"isFillWidth\":false}],\"direction\":\"ltr\",\"format\":\"left\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"To ensure alignment and address potential issues, we engaged with stakeholders to review the defined user flow. Subsequently, the design roadmap was established based on the group roadmap, with specific dates outlined for feedback collection, refinement meetings, and timely delivery to the development team.\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Within the design roadmap, steps were strategically chosen for reuse from previous tests or markets to expedite the process and optimize efficiency. Throughout the design process, consistent alignment with stakeholders occurred, and collaboration with other designers facilitated feedback collection on quality and scalability.\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Despite limited resources, AI was employed to generate content, enhancing the effectiveness of our communication with users. After completing the entire solution design, ongoing iterations were conducted on various parts of the journey as more data became available.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The Outcome\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The goal was also to create a solution that could be reused in the future, as we expand more and more to other markets, to avoid creating experiences from zero every time.\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"As the solution went live with a minimum valuable product, we were constantly iterating and observing our users and the data coming in. We iterated the product 71 times in 4 months, making big changes, such as testing pricing perception and new product options, but also we worked on content changes to make sure we nail our approach.\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"As a result, we outperformed our payment and registration goals by 217% and 192%, respectively, and achieved 100% success in both the install to registration and registration to submission goals. In addition to these outstanding experience-related outcomes, we also see notably low ARPU, CAC, and CPA values.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"This advantageous combination positions the new MVP as a promising candidate for future development into a full product.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"root\",\"version\":1}}","itemId":"0be05c37-bdcf-46cb-811c-c75e683472fb","fieldSchemaId":"2602c513-f95b-406a-9e62-28e8df3567e2"},{"id":"e478370e-96de-43fc-9bc9-db7fe5faa701","value":"australia-mvp","itemId":"0be05c37-bdcf-46cb-811c-c75e683472fb","fieldSchemaId":"0aedb0cf-7919-447d-b6b6-51d71ba22d77"},{"id":"d691acf6-601d-4006-bba3-66b533ef1926","value":"Taxfix","itemId":"0be05c37-bdcf-46cb-811c-c75e683472fb","fieldSchemaId":"ed69cded-27ba-44a0-bab8-fbf8c044cbca"}]},"03235bff-50c8-4b1b-9d45-d29db2ee0929":{"id":"03235bff-50c8-4b1b-9d45-d29db2ee0929","index":"!","collectionId":"99a5cf03-c505-4a2b-90b9-d66697c5ad9f","fields":[{"id":"ee1b6ad9-75d6-4e26-aaab-bf2136e318f2","value":"{\"image\":\"c8c056214791af5550b74b5dbbeacad597b6d538\",\"imageThumbnail\":\"e6973d00b588ddcfc8dd74573e75e90b6a591817\",\"originalImageHeight\":2932,\"originalImageWidth\":5220,\"altText\":\"hero0unified\",\"fileName\":\"Hero_Unified.png\"}","itemId":"03235bff-50c8-4b1b-9d45-d29db2ee0929","fieldSchemaId":"47bb0584-30c3-41fa-92be-562570beef96"},{"id":"13cea929-c43e-4a1f-acc6-bfe4055fac4e","value":"{\"root\":{\"children\":[{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The problem\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Learners who ran low on lessons could add more in several ways, depending on where they entered the product. These entry points led to different flows, different mental models, and inconsistent expectations around pricing, renewal timing, and lesson availability.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"As a result, learners hesitated, dropped off, or felt unsure about whether they were making the right choice for their learning needs.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Key challenges\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The central challenge was designing a single, unified experience that simplified decision-making for learners while remaining flexible enough to support different learning needs and business constraints.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The solution needed to balance clarity and guidance without over-optimizing for a single action, and create a flow that could evolve through experimentation rather than locking the product into rigid paths.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"type\":\"image\",\"version\":1,\"hash\":\"6f226e2c9df216993e31369a1dfcef9257c057c4\",\"src\":\"https://s3-alpha-sig.figma.com/img/6f22/6e2c/9df216993e31369a1dfcef9257c057c4?Expires=1770595200\u0026Key-Pair-Id=APKAQ4GOSFWCW27IBOMQ\u0026Signature=fmGCeCg8CYoRiQDetYN0irXhexDZ60mgiZRIlzzW0U0y~TVpzRqsvRyZ45ieYyYOABGfxX93H9Ieiiip4v2AkvMmEENtn8mwY7E8dEDcHFymrq5xaEqiFdlFmKxffAGd3-KKfnpKxTA7XiZxzKJ0R-RoYwey64R~x~S9usINTDifi1x~~R7iexu6WeLxA7~LpAIpUbhOeEnJhQA51qpPIOQjVhbPfLh-bEBFcxPFdJRcI4Zo3dHCkVOrWw4lnvWB0yuTs6TkJJ8fi3-ZPkiGt-bOIGi2F1cee8C1mVYJShxTtv86iNi3r9TsQahma-b1TGQYdiUQ~M2u8dcr2GHBTQ__\",\"altText\":\"explores-unified\",\"originalImageWidth\":5220,\"originalImageHeight\":2938,\"isFillWidth\":false}],\"direction\":\"ltr\",\"format\":\"left\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"My role and responsibilities\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"I led the end-to-end design of the Unified Lessons Flow, owning problem framing, research synthesis, interaction and visual design, content collaboration, and cross-functional alignment. I worked closely with product, engineering, data, and content partners to deliver a clear, scalable, and experiment-ready solution across mobile and desktop.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"type\":\"image\",\"version\":1,\"hash\":\"3ce20797949bc5a749f91e4a04688e86cfed3c73\",\"src\":\"https://s3-alpha-sig.figma.com/img/3ce2/0797/949bc5a749f91e4a04688e86cfed3c73?Expires=1770595200\u0026Key-Pair-Id=APKAQ4GOSFWCW27IBOMQ\u0026Signature=K7I8wOwF99dPEIJsGfduGkGXJmLz9d9E9~At7GrShYla5cFankU4k75L5ZNnqIoJp3EFcZKUzQFD3QWsBgnQqLKdT-F5Jh0nPuahRBmkQ0UHj8~ZL-X5NjmlLkZ0D6012WUFjxyIMzZhax18CKA-guetgPmWS1degYl1rqy8DUBM~awvPbjua8ikGgyH9~bLgkTskNkRAZPGth0tSLFvBGAB8Yg5xYGC8P9nXXW67cNwA11S82uK5X26E3wYT9pSwRKqd-FcUfZ7fxikc~k-ORJA9OcHmrQziiojaszzVQidDDNxT-76OKAMnKV~91aXyDkVfbLNMXpelgUlQD-kPA__\",\"altText\":\"wireframes-unified\",\"originalImageWidth\":5220,\"originalImageHeight\":2938,\"isFillWidth\":false}],\"direction\":\"ltr\",\"format\":\"left\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The approach\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h1\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"►\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Designing for intent, not entry points: \",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Instead of optimizing individual screens, I reframed the problem around learner intent. Whether someone wanted a one-time boost or a longer-term plan change, the flow guides them through the same journey, adapting based on their choices rather than forcing an upfront decision.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"►\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Making progress visible and interactive: \",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"I introduced a visual bar-based system that shows learners how their current cycle and plan evolve as they interact with the flow. This made abstract concepts like “adding now” versus “upgrading later” tangible and easier to understand.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"►\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Progressive decision-making: \",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Rather than asking learners to choose everything upfront, the flow breaks decisions into smaller, contextual steps. Learners first choose a direction, then fine-tune quantities, and finally review the outcome with clear feedback before committing.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"►\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Content as a first-class design tool: \",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"I partnered closely with content design to ensure language reinforced intent and clarity. We defined which content should remain consistent, which should adapt based on user context, and where personalization could add value without increasing complexity.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"►\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Designing for scale and experimentation: \",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The final flow was built to support multiple states, edge cases, and future experiments. Clear specs, state mapping, and behavior rules ensured engineers could implement confidently while keeping room for iteration.\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"type\":\"linebreak\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"type\":\"image\",\"version\":1,\"hash\":\"4bb0d56136fcfafd9fa452d0e27480ea29cc8fc2\",\"src\":\"https://s3-alpha-sig.figma.com/img/4bb0/d561/36fcfafd9fa452d0e27480ea29cc8fc2?Expires=1770595200\u0026Key-Pair-Id=APKAQ4GOSFWCW27IBOMQ\u0026Signature=W8P6jEw~gLo45nybE5CrwaPHMjRamUHkm~cT-~W9qhyMLnsaR3LjktAu4MeZ7sHXg5r7DMEfraaPLqynCwoeT9Pj-n~afDNhaBxlG2WvGz6zRG-FwOR4tLGLVBu-iPDpdnFkI2qj~QTjJjrOL4jZKhkkLripS-s4AWXse2nfjEplAfWM1Ho6xE708sDgrd9wvCltNy771uDTuuWM4XOzhm8BhRTOBfB8rA-8rjaGi-k-lE0TvGpq46edHLzm8RA6K9l0~40C3IMUlVs~E71ZvDsxkq7wtI3ZQJAUjPNiBbX4BBsZy2wWZijYEcFGolhzPqmQJHFNWTyP7zhva23SxA__\",\"altText\":\"desktop-unified\",\"originalImageWidth\":5220,\"originalImageHeight\":2932,\"isFillWidth\":false}],\"direction\":\"ltr\",\"format\":\"left\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Goals and success criteria\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"From a learner perspective, success means understanding what would happen before committing, knowing when lessons would be available, and feeling confident that the choice matched their learning rhythm.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"From a product perspective, success means reducing confusion and drop-offs, creating a consistent experience across entry points, and enabling future experimentation without redesigning the flow from scratch.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":null,\"format\":\"left\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"This experiment is still in development.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"root\",\"version\":1}}","itemId":"03235bff-50c8-4b1b-9d45-d29db2ee0929","fieldSchemaId":"2602c513-f95b-406a-9e62-28e8df3567e2"},{"id":"38389151-8d47-4694-ad38-f395f8ec41d0","value":"Experience redesign","itemId":"03235bff-50c8-4b1b-9d45-d29db2ee0929","fieldSchemaId":"00c22bf7-b190-407d-b93e-81b8a5db8f6d"},{"id":"4e23f875-ced2-4909-a722-762e646da2db","value":"Preply","itemId":"03235bff-50c8-4b1b-9d45-d29db2ee0929","fieldSchemaId":"ed69cded-27ba-44a0-bab8-fbf8c044cbca"},{"id":"bec9c5d1-f888-425a-84bb-682745c84ca4","value":"unified-add-lesson","itemId":"03235bff-50c8-4b1b-9d45-d29db2ee0929","fieldSchemaId":"0aedb0cf-7919-447d-b6b6-51d71ba22d77"},{"id":"fb4a8419-7eea-4227-94ad-593dde853f84","value":"Lead 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We collaborate across teams to design engaging learning experiences, empower tutors, and help learners achieve their goals through tailored, human-driven experience. Progress Insights was a project designed to help Preply Business clients better understand the impact of their company’s language learning program. 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They collected survey results from learners and tutors, summarized the data, and built custom reports, usually as PDFs or presentations. This process was time-consuming, inconsistent across clients, and difficult to scale.\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"With Progress Insights, our goal was to bring this experience into the Preply admin dashboard, creating a structured, data-driven, and accessible way for clients to understand their team’s language progress.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"My Role\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"As the Product Designer, I led the research, mapping, and design of the experience from start to finish. I began by reviewing past manual reports and interviewing key account managers to understand how they shared results and what information mattered most.\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"I also analyzed the existing surveys for learners and tutors to identify which questions actually reflected progress. This helped define which data points were useful, what to exclude, and how to visualize them clearly.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"type\":\"image\",\"version\":1,\"hash\":\"2f76f987c359bd543860df8fbb387b0074ad8000\",\"src\":\"https://s3-alpha-sig.figma.com/img/2f76/f987/c359bd543860df8fbb387b0074ad8000?Expires=1770595200\u0026Key-Pair-Id=APKAQ4GOSFWCW27IBOMQ\u0026Signature=EuOFhKqbLPKdbkAiDy7Rq2s8WXvluTT1ZcGgT~WWzzWdYyp6fbLVn3MrJjjXtYzD2t-v-n~z5pYlFFbFRv6DFuJm58oGm3EetGIxH38hN37bfthQj0wHGGv5Pc7mPdSS~E9dUnCwX1wFDn6cZgjBH4Tnx1d0m7RqOnBMHZYMMoPH8y4xUwWLEmodvU36~ddVD1X78udXeWWzbVUxkTwO5dddaXfJbH6Fztqa-D~WDPx7YOfrWF3~LIUUA-Hyx-2XfEdRBRGCeBW7eo0ML23Ll3D6EU8z9ZbYlGNhZaaAZx3TYZndZaKegup5MVB15o4~gCxswAQ2F3ApnfJ8i3Keuw__\",\"altText\":\"wireframes-b2b\",\"originalImageWidth\":5220,\"originalImageHeight\":2938,\"isFillWidth\":false}],\"direction\":null,\"format\":\"left\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The Challenge\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Before this project, progress reports were created manually by key account managers, who collected survey data from learners and tutors, summarized it, and built custom reports for each client. The process was time-consuming, inconsistent, and hard to scale.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Parts of the process\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"From the very beginning, one key question guided my approach: How might we create this report in a way that tells a positive story?\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"\u2028 We were very cautious about relying only on survey data, knowing it could expose negative responses if not framed thoughtfully. This question shaped every design decision that followed.\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"After mapping the data and filtering what truly represented learning progress, I started creating early wireframes to explore different visualization approaches. I worked closely with stakeholders and key account managers to align on what data points were safe to show, what required more context, and what could drive positive actions.\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"We then ran a validation round with six POCs, showing them the early wireframes and discussing how they interpreted the data. The testing helped us understand which metrics they found most useful and how they reacted to potential negative data points.\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"One example that stood out was a data point showing that 70% of employees said they did not have enough time to learn. We initially thought this would be seen as a negative result, but clients interpreted it differently. They saw it as an opportunity to take action, helping their teams prioritize time for lessons. This insight gave us confidence to include similar data points, as long as the framing focused on action and improvement.\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"We also learned that not all POCs had the same priorities. Some cared deeply about learning progress, while others were more focused on utilization. Since utilization was already covered in other parts of the dashboard, we decided to keep this project focused purely on progress and impact.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"left\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The outcome\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h2\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The Progress Insights feature is now live and performing successfully. About 35% of all admins access the Progress Insights tab daily, showing strong adoption and engagement.\",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The project not only simplified the reporting process for clients but also changed how we communicate learning outcomes at Preply. It moved the experience from manual reports to an integrated, data-driven dashboard, giving clients direct access to meaningful insights in real time.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"This feature also opened the door for future opportunities. Since launch, it has created a foundation for expanding our data strategy within the admin space. We are now exploring ways to include insights from actual lessons, allowing POCs to stay continuously informed about learner activity and progress beyond survey data.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The success of this project proved that data transparency, when designed thoughtfully, can build trust and drive engagement, both internally and with clients. It also validated that design decisions grounded in empathy and positive storytelling can have a direct business impact, improving renewal conversations and client satisfaction.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"root\",\"version\":1}}","itemId":"d70a9359-1043-4869-b0a8-f8e55b96de03","fieldSchemaId":"2602c513-f95b-406a-9e62-28e8df3567e2"}]}}}},"slugByItemId":{"9cb1532f-a9b4-4ba7-9b00-9c69c06ae43d":"ai-first-message-flow","3ab106d1-3d4c-46e3-acf8-84b992b0e1a5":"top-up-loans","0be05c37-bdcf-46cb-811c-c75e683472fb":"australia-mvp","03235bff-50c8-4b1b-9d45-d29db2ee0929":"unified-add-lesson","d70a9359-1043-4869-b0a8-f8e55b96de03":"progress-insights-b2b"}}