Growth & Monetization
Role: Product Designer
Team: 18-person cross-functional Growth team across Product, Design, Engineering, Data, and Marketing
Duration: 2020–2021
Ownership: Onboarding, subscription plans, and cross-platform upsell experiences
I led design across Dashlane’s acquisition and subscription journeys, partnering with a global team to drive user activation, retention, and revenue growth across web, desktop, and mobile.
Overview
I redesigned new-user onboarding around Autofill—Dashlane’s core “aha moment”—and led the UX for a global subscription revamp introducing a new mid-tier plan. I also identified early-funnel friction and tested targeted improvements across key conversion touchpoints.
Impact
- 23%+ free-to-paid conversion
- 5%+ improvement in first-month retention
- 12% lift in conversion by improving Premium trial visibility
My contributions
- Designed and launched onboarding that demonstrated Dashlane’s core value (Autofill).
- Led cross-platform UX for a global subscription and pricing revamp.
- Simplified plan comparison, purchasing, account management, and upgrade experiences.
- Designed solutions and supported A/B experiments for quick wins, improving activation and conversion based on behavioral data and churn analysis.
- Aligned stakeholders across product, engineering, data, and marketing.