From July 2022 - June 2023, I led the design strategy, collaborating with a team of 8, including a stakeholder (owner), product managers, UX designers, a scrum master, a learning consultant/content strategist, and a marketing lead. 

After launching the MVP, we adapted to a smaller team of 4, redistributing responsibilities to maintain progress.

We surveyed and interviewed career transitioners to uncover the biggest obstacles they faced. Three key themes emerged:

Instead of pushing for immediate participation, I focused on relationships first. Through one-on-one conversations with the interviewees, I addressed their privacy concerns and reassured them of the value of sharing their stories. We co-created interview questions with our community, making the process more inclusive.

The result: Six virtual interviews with real career transitioners.

I began with hand-drawn wireframes, refining them in Figma before implementing them on Kajabi (the startup’s existing platform).


Challenge: I later discovered that Kajabi had design restrictions, limiting customization.

Solution: I balanced my original design vision with platform constraints, ensuring an intuitive and engaging user experience despite limitations.

We launched the MVP with three interviews, focusing on iteration over perfection.

After launching the MVP, we analyzed engagement and gathered feedback. Here’s what we discovered:

Chart summarizing the retrospective discussion with what worked, what didn’t work, and next steps

We turned to research and gathered insights through multiple methods.

Affinity map segments visualizing usability study data

To avoid getting overwhelmed, we implemented a prioritization framework:

Prioritization chart

This project reaffirmed my belief in user-centered design. By deeply understanding career transitioners’ challenges, we built a platform that not only provided resources but also sparked action.