I am currently the team lead and lead designer of the Market Expansion team. At Kickstarter I've grown rapidly, and as a result have held a few different roles. To illustrate this, I am foregoing a typical case study format and instead opting to illustrate a timeline of my key roles, projects, and accomplishments.
I joined the System Integrity team.
Over the last 5 years, Kickstarter has witnessed an erosion of trust in the crowdfunding model, the System Integrity team's goal is to rebuild that trust in our platform.
I was the sole designer on this team, and it was my responsibility for end-to-end ideation through implementation of everything our team built.
03.20 - 12.20
We reduced exaggerated project claims by 50%.
In our research, we uncovered that backers often lose trust in creators when they over-promise or exaggerate (i.e. "The World's Fastest Toy Car" or "The Best Suitcase Ever") what their project is or what it can do.
The original scope was to refresh our rules page, and I sold in an additional real-time language detection feature that flags exaggerations as they are typed in by a creator.
• 50% less superlatives in project titles and descriptions • Only 1 of 10 of our top grossing projects had a superlative (compared to 5 of 10 the previous year) • Widespread coverage: Verge, TechCrunch, CNET, Engagdet
We ensured 25% more first-time creators calculate their taxes and fees.
When creators budget poorly, projects fail. Many first time creators forget to account for taxes and Stripe fees when budgeting. One creator we interviewed was $60k in debt because they forgot to account for taxes.
We built a light-weight calculator that helps first-time creators calculate taxes and fees.
• 50% of creators interact with the tool • 98% of creators complete the tool • 25% of creators launch with the calculated funding goal
We helped 40% more creators budget their projects.
While the funding calculator helped beginners, many creators wanted a more comprehensive budgeting resource. Many creators don't know where to start, and often overlook shipping, labor, manufacturing, and storage costs.
We created in-depth Google Sheets templates based on spreadsheets shared from experienced creators. The completed template could be used to generate a custom, interactive visualization on their campaign.
I won leadership buy-in for a 2020 vision for our team.
In late 2019, it became clear our product organization was too scattered. To reach our objectives we would need to narrow our focus and consolidate our 8-9 small teams into 3-4 larger teams.
I recognized an opportunity to advocate for my team, and created a pitch deck that I presented to our leadership team highlighting what we accomplished so far, and how it laid the foundation for an even larger, more ambitious body of work in 2020 if we scaled up.
• Our team was prioritized as a major focus area for 2020 • Our team doubled in size • I was recognized for my proactivity and was asked to lead a new R&D team
We created a baseline for platform health.
Since Kickstarter has no reviews of projects, it was impossible to measure overall platform health. The only way to evaluate the status of a project was to manually check updates, comments, and tickets.
We introduced a simple feedback capture so backers can let us know how projects are going.
• We Set a baseline for platform health • 17% of backers engage with the bar and rate projects • We Learned that backer sentiment varied widely by project category • We laid a foundation for the next 6 months of product development, even after I left the team
I began leading the new Market Expansion team.
As recognition for my accomplishments and vision, I was asked to lead a small, new R&D team. Our objective is to identify new segments of creators that currently don't use Kickstarter, and develop product solutions that help these creators bring their projects to life.
I am the team lead and lead designer. I am responsible for guiding strategy, research, ideation, prototyping, stakeholder alignment, and budgeting.