Dropbox
Driving growth with 48M annual web users at Dropbox
I shepherd 48 million annual users through their early purchase journey, driving growth initiatives across web touch points. I launched a high-impact events microsite that surpassed registration and MQL goals, developed a resource hub highlighting revenue-generating content to increase acquisitions, and spearheaded design system improvements that delivered team efficiencies and cost savings.
Productivity software
AI
Consumer web
Enterprise
Mar 2023-Present
Challenge 1
Events
Challenge 1
Events
Challenge 1
Events
Shipped
Launched Events to strengthen market position and increase MQLs
Led design of Dropbox’s first events microsite, surpassing goals with 1,800+ registrations and 95+ qualified leads.
See live site
Skills
Research
Strategy
UX
UI
IxD
Visual design
Product design
Web design
Design systems
Systems thinking
Responsive design
Documentation
QA
Team
Lead designer, me
Web producer
Product marketing partner
Marketing SMEs (4)
Web developers (2)
Customers were unaware of Dropbox’s robust global events offering
Each year Dropbox hosts or attends dozens of global events, but customers and prospects weren’t aware. Research showed that they prefer to learn about new concepts or products through events and on-demand content. This signaled a major untapped opportunity to close the knowledge gap.
Users needed a digital avenue to learn about events
Users needed a centralized platform to explore and register for events and on-demand content.
Generate leads, engagement and strengthen B2B perception
Generate new qualified leads (MQLS) for sales to increase customer acquisition
Increase engagement (form submissions) with events and on-demand content
Increase the number of logged-out visits (traffic) by improving discoverability
Enhance B2B perception and strengthen market positioning.
Launch a new web experience to educate prospects and customers
I launched a responsive, interactive Events Hub microsite, accessible via Dropbox.com, and designed all net new components. Touchpoints included a homepage, search results page, collections landing page, event and on-demand child pages (+9 page template variants) and registration flow.
See live site
Search results page
On-demand and in-person event template examples
Surpassing success metrics and acquiring new leads
Since MVP launch coincided with a company-wide conference, we hosted event registration on the microsite. This way, we were able to gather quick performance signal. The page ended up surpassing registration goals by 20% and MQL (marketing qualified lead) goals by 35%! Besides increasing customer acquisition, this marked a crucial first step in enhancing Dropbox’s B2B perception and strengthening market positioning.
Challenge 2
Resources
Challenge 2
Resources
Challenge 2
Resources
Shipped
Built a new Resources Hub to drive user acquisition
Launched Dropbox Resources Hub, driving $299K+ in revenue by migrating content to increase acquisition.
See live site
Skills
Research
Strategy
UX
UI
IxD
Visual design
Web design
Systems thinking
Responsive design
Documentation
QA
Team
Lead designer, me
Web producer
Product marketing partner
Enterprise marketing partner
Product manager
SEO managers (2)
Web developers (2)
The previous Resources Center was underperforming
Previously, Dropbox was hosting 100+ resources (ebooks, product demos, articles) on an outdated microsite. However, it was difficult to drive traffic here and therefore difficult for users to discover. Additionally, design was outdated and underperforming. Thus we identified an opportunity to drive organic leads, and increase customer acquisition.
Guide users early in the purchase journey
Primarily, users are prospects who are early in the purchase journey and evaluating product fit. Therefore, their goals are:
Easily find and access educational content
Learn about product features, benefits, and use cases
Make a purchase decision
Drive traffic, leads and strengthen credibility
Generate organic leads for the business
Increase organic traffic and user sessions
Increase B2B credibility and strengthen market positioning
Design goals to inform solution
Seamlessly integrate into existing IA on Dropbox.com, plus logical flows on Resources Hub
Drive content discoverability and findability
Design scalable solutions to accommodate different resource types
Elevate visual design
Launch a new web experience 0-1
I launched a new Dropbox Resources Hub on our primary domain, Dropbox.com, which consisted of landing page, subcategory search experience, as well as templates for resource types (3 use cases + 8 variants), and a resource download experience. Additionally, I explored phase 2 ideas to inspire cross-functional partners.
See live site
Article template
Gated asset (eBook) template
Moving the needle on engagement
Traffic and page sessions and visits increased, and there’s a been a lift in user acqusition and revenue. The team continues to monitor downstream impact as we look for ways to grow acquisition.
Challenge 3
Design system
Challenge 3
Design system
Challenge 3
Design system
Nurtured Dropbox Web Guidelines to increase efficiency, cost savings, and improve web experience
Audited web design system to reduce tech debt, accelerate workflows, and save an estimated $300k annually.
Skills
Design systems
UX
UI
IxD
Visual design
Web design
Systems thinking
Responsive design
Documentation
QA
Team
Lead designer, me
Design systems consultant
Engineers (3)
Design and technical debt was bottlenecking us and impacting our website experience
Our design system, used across hundreds of revenue-driving, logged-out surface on Dropbox.com, was not accurately reflecting what was in production nor inclusive of all desired functional and visual needs. This slowed design and development, wasting valuable resources, and led to a suboptimal logged-out web experience.
Understanding internal and external user goals
Internal users
Dropbox designers and engineers need a clearer, more accurate, and more inclusive design system.
Web visitors, external users
Enjoy a cohesive, clear, and visually compelling interface (which depends on this design system.)
Designing for accuracy, scalability and comprehension
Accuracy
Understand what’s in production and ensure documentation reflects this
Scalability
Add flexible patterns that address different functional and visual needs, plus align to brand guidelines
Comprehension
Add and clarify guidelines for smoother adoption and implementaion
Solves
Accuracy
Audit components for functional and visual accuracies
Scalability
Design modular, scalable patterns for emergent use cases
Comprehension
Establish clearer visual and functional requirements to ensure efficient, accurate development
Example of a modular pattern I designed for DWG
Accelerating workflows and improving product quality
Internally, this work accelerates design workflows, and decreases design and technical debt. Cost savings are estimated at ~$300k annually.
Ultimately, this system is the foundation of our web experience. The ultimate goal is that prospects and customers enjoy a more functional and visually appealing product!
Thanks for reading, and see next:
Employee tools
Enterprise
Empowering Carvana employees to track 1M docs and save ~$4.5M
Drove the design of a web application for 250 employees to track 1M documents annually. After it is built, it is projected to save the business ~$4.5M.
Get in touch
Dropbox
Driving growth with 48M annual web users at Dropbox
I shepherd 48 million annual users through their early purchase journey, driving growth initiatives across web touch points. I launched a high-impact events microsite that surpassed registration and MQL goals, developed a resource hub highlighting revenue-generating content to increase acquisitions, and spearheaded design system improvements that delivered team efficiencies and cost savings.
Productivity software
AI
Consumer web
Enterprise
Mar 2023-Present
Challenge 1
Events
Challenge 1
Events
Shipped
Launched Events to strengthen market position and increase MQLs
Led design of Dropbox’s first events microsite, surpassing goals with 1,800+ registrations and 95+ qualified leads.
See live site
Skills
Research
Strategy
UX
UI
IxD
Visual design
Product design
Web design
Design systems
Systems thinking
Responsive design
Documentation
QA
Team
Lead designer, me
Web producer
Product marketing partner
Marketing SMEs (4)
Web developers (2)
Customers were unaware of Dropbox’s robust global events offering
Each year Dropbox hosts or attends dozens of global events, but customers and prospects weren’t aware. Research showed that they prefer to learn about new concepts or products through events and on-demand content. This signaled a major untapped opportunity to close the knowledge gap.
Users needed a digital avenue to learn about events
Users needed a centralized platform to explore and register for events and on-demand content.
Generate leads, engagement and strengthen B2B perception
Generate new qualified leads (MQLS) for sales to increase customer acquisition
Increase engagement (form submissions) with events and on-demand content
Increase the number of logged-out visits (traffic) by improving discoverability
Enhance B2B perception and strengthen market positioning.
Launch a new web experience to educate prospects and customers
I launched a responsive, interactive Events Hub microsite, accessible via Dropbox.com, and designed all net new components. Touchpoints included a homepage, search results page, collections landing page, event and on-demand child pages (+9 page template variants) and registration flow.
See live site
Search results page
On-demand and in-person event template examples
Surpassing success metrics and acquiring new leads
Since MVP launch coincided with a company-wide conference, we hosted event registration on the microsite. This way, we were able to gather quick performance signal. The page ended up surpassing registration goals by 20% and MQL (marketing qualified lead) goals by 35%! Besides increasing customer acquisition, this marked a crucial first step in enhancing Dropbox’s B2B perception and strengthening market positioning.
Challenge 2
Resources
Challenge 2
Resources
Shipped
Built a new Resources Hub to drive user acquisition
Launched new Dropbox Resources Hub, driving $299K+ in revenue by migrating content to increase acquisition.
See live site
Skills
Research
Strategy
UX
UI
IxD
Visual design
Web design
Systems thinking
Responsive design
Documentation
QA
Team
Lead designer, me
Web producer
Product marketing partner
Enterprise marketing partner
Product manager
SEO managers (2)
Web developers (2)
The previous Resources Center was underperforming
Previously, Dropbox was hosting 100+ resources (ebooks, product demos, articles) on an outdated microsite. However, it was difficult to drive traffic here and therefore difficult for users to discover. Additionally, design was outdated and underperforming. Thus we identified an opportunity to drive organic leads, and increase customer acquisition.
Guide users early in the purchase journey
Primarily, users are prospects who are early in the purchase journey and evaluating product fit. Therefore, their goals are:
Easily find and access educational content
Learn about product features, benefits, and use cases
Make a purchase decision
Drive traffic, leads and strengthen credibility
Generate organic leads for the business
Increase organic traffic and user sessions
Increase B2B credibility and strengthen market positioning
Design goals to inform solution
Seamlessly integrate into existing IA on Dropbox.com, plus logical flows on Resources Hub
Drive content discoverability and findability
Design scalable solutions to accommodate different resource types
Elevate visual design
Launch a new web experience 0-1
I launched a new Dropbox Resources Hub on our primary domain, Dropbox.com, which consisted of landing page, subcategory search experience, as well as templates for resource types (3 use cases + 8 variants), and a resource download experience. Additionally, I explored phase 2 ideas to inspire cross-functional partners.
See live site
Article template
Gated asset (eBook) template
Moving the needle on engagement
Traffic and page sessions and visits increased, and there’s a been a lift in user acqusition and revenue. The team continues to monitor downstream impact as we look for ways to grow acquisition.
Challenge 3
Design system
Challenge 3
Design system
Nurtured Dropbox Web Guidelines to increase efficiency, cost savings, and improve web experience
Audited web design system to reduce tech debt, accelerate workflows, and save an estimated $300k annually.
Skills
Design systems
UX
UI
IxD
Visual design
Web design
Systems thinking
Responsive design
Documentation
QA
Team
Lead designer, me
Design systems consultant
Engineers (3)
Design and technical debt was bottlenecking us and impacting our website experience
Our design system, used across hundreds of revenue-driving, logged-out surface on Dropbox.com, was not accurately reflecting what was in production nor inclusive of all desired functional and visual needs. This slowed design and development, wasting valuable resources, and led to a suboptimal logged-out web experience.
Understanding internal and external user goals
Internal users
Dropbox designers and engineers need a clearer, more accurate, and more inclusive design system.
Web visitors, external users
Enjoy a cohesive, clear, and visually compelling interface (which depends on this design system.)
Designing for accuracy, scalability and comprehension
Accuracy
Understand what’s in production and ensure documentation reflects this
Scalability
Add flexible patterns that address different functional and visual needs, plus align to brand guidelines
Comprehension
Add and clarify guidelines for smoother adoption and implementaion
Solves
Accuracy
Audit components for functional and visual accuracies
Scalability
Design modular, scalable patterns for emergent use cases
Comprehension
Establish clearer visual and functional requirements to ensure efficient, accurate development
Example of a modular pattern I designed for DWG
Accelerating workflows and improving product quality
Internally, this work accelerates design workflows, and decreases design and technical debt. Cost savings are estimated at ~$300k annually.
Ultimately, this system is the foundation of our web experience. The ultimate goal is that prospects and customers enjoy a more functional and visually appealing product!
Thanks for reading, and see next:
Get in touch
Dropbox
Driving growth with 48M annual web users at Dropbox
I shepherd 48 million annual users through their early purchase journey, driving growth initiatives across web touch points. I launched a high-impact events microsite that surpassed registration and MQL goals, developed a resource hub highlighting revenue-generating content to increase acquisitions, and spearheaded design system improvements that delivered team efficiencies and cost savings.
Productivity software
AI
Consumer web
Enterprise
Mar 2023-Present
Challenge 1
Events
Challenge 1
Events
Challenge 1
Events
Shipped
Launched Events to strengthen market position and increase MQLs
Led design of Dropbox’s first events microsite, surpassing goals with 1,800+ registrations and 95+ qualified leads.
See live site
Skills
Research
Strategy
UX
UI
IxD
Visual design
Product design
Web design
Design systems
Systems thinking
Responsive design
Documentation
QA
Team
Lead designer, me
Web producer
Product marketing partner
Marketing SMEs (4)
Web developers (2)
Customers were unaware of Dropbox’s robust global events offering
Each year Dropbox hosts or attends dozens of global events, but customers and prospects weren’t aware. Research showed that they prefer to learn about new concepts or products through events and on-demand content. This signaled a major untapped opportunity to close the knowledge gap.
Users needed a digital avenue to learn about events
Users needed a centralized platform to explore and register for events and on-demand content.
Generate leads, engagement and strengthen B2B perception
Generate new qualified leads (MQLS) for sales to increase customer acquisition
Increase engagement (form submissions) with events and on-demand content
Increase the number of logged-out visits (traffic) by improving discoverability
Enhance B2B perception and strengthen market positioning.
Launch a new web experience to educate prospects and customers
I launched a responsive, interactive Events Hub microsite, accessible via Dropbox.com, and designed all net new components. Touchpoints included a homepage, search results page, collections landing page, event and on-demand child pages (+9 page template variants) and registration flow.
See live site
Search results page
On-demand and in-person event template examples
Surpassing success metrics and acquiring new leads
Since MVP launch coincided with a company-wide conference, we hosted event registration on the microsite. This way, we were able to gather quick performance signal. The page ended up surpassing registration goals by 20% and MQL (marketing qualified lead) goals by 35%! Besides increasing customer acquisition, this marked a crucial first step in enhancing Dropbox’s B2B perception and strengthening market positioning.
Challenge 2
Resources
Challenge 2
Resources
Challenge 2
Resources
Shipped
Built a new Resources Hub to drive user acquisition
Launched Dropbox Resources Hub, driving $299K+ in revenue by migrating content to increase acquisition.
See live site
Skills
Research
Strategy
UX
UI
IxD
Visual design
Web design
Systems thinking
Responsive design
Documentation
QA
Team
Lead designer, me
Web producer
Product marketing partner
Enterprise marketing partner
Product manager
SEO managers (2)
Web developers (2)
The previous Resources Center was underperforming
Previously, Dropbox was hosting 100+ resources (ebooks, product demos, articles) on an outdated microsite. However, it was difficult to drive traffic here and therefore difficult for users to discover. Additionally, design was outdated and underperforming. Thus we identified an opportunity to drive organic leads, and increase customer acquisition.
Guide users early in the purchase journey
Primarily, users are prospects who are early in the purchase journey and evaluating product fit. Therefore, their goals are:
Easily find and access educational content
Learn about product features, benefits, and use cases
Make a purchase decision
Drive traffic, leads and strengthen credibility
Generate organic leads for the business
Increase organic traffic and user sessions
Increase B2B credibility and strengthen market positioning
Design goals to inform solution
Seamlessly integrate into existing IA on Dropbox.com, plus logical flows on Resources Hub
Drive content discoverability and findability
Design scalable solutions to accommodate different resource types
Elevate visual design
Launch a new web experience 0-1
I launched a new Dropbox Resources Hub on our primary domain, Dropbox.com, which consisted of landing page, subcategory search experience, as well as templates for resource types (3 use cases + 8 variants), and a resource download experience. Additionally, I explored phase 2 ideas to inspire cross-functional partners.
See live site
Article template
Gated asset (eBook) template
Moving the needle on engagement
Traffic and page sessions and visits increased, and there’s a been a lift in user acqusition and revenue. The team continues to monitor downstream impact as we look for ways to grow acquisition.
Challenge 3
Design system
Challenge 3
Design system
Challenge 3
Design system
Nurtured Dropbox Web Guidelines to increase efficiency, cost savings, and improve web experience
Audited web design system to reduce tech debt, accelerate workflows, and save an estimated $300k annually.
Skills
Design systems
UX
UI
IxD
Visual design
Web design
Systems thinking
Responsive design
Documentation
QA
Team
Lead designer, me
Design systems consultant
Engineers (3)
Design and technical debt was bottlenecking us and impacting our website experience
Our design system, used across hundreds of revenue-driving, logged-out surface on Dropbox.com, was not accurately reflecting what was in production nor inclusive of all desired functional and visual needs. This slowed design and development, wasting valuable resources, and led to a suboptimal logged-out web experience.
Understanding internal and external user goals
Internal users
Dropbox designers and engineers need a clearer, more accurate, and more inclusive design system.
Web visitors, external users
Enjoy a cohesive, clear, and visually compelling interface (which depends on this design system.)
Designing for accuracy, scalability and comprehension
Accuracy
Understand what’s in production and ensure documentation reflects this
Scalability
Add flexible patterns that address different functional and visual needs, plus align to brand guidelines
Comprehension
Add and clarify guidelines for smoother adoption and implementaion
Solves
Accuracy
Audit components for functional and visual accuracies
Scalability
Design modular, scalable patterns for emergent use cases
Comprehension
Establish clearer visual and functional requirements to ensure efficient, accurate development
Example of a modular pattern I designed for DWG
Accelerating workflows and improving product quality
Internally, this work accelerates design workflows, and decreases design and technical debt. Cost savings are estimated at ~$300k annually.
Ultimately, this system is the foundation of our web experience. The ultimate goal is that prospects and customers enjoy a more functional and visually appealing product!
Thanks for reading, and see next:
Empowering Carvana employees to track 1M docs and save ~$4.5M
Drove the design of a web application for 250 employees to track 1M documents annually. After it is built, it is projected to save the business ~$4.5M.
Get in touch