DESIGN AND OUTCOME
Prototyped a MVP for the first version
The prototype became the primary artifact used during a live trade show to support sales conversations and early fundraising discussions. It reduced confusion during demos, improved product storytelling, and gave non-design stakeholders a clear, interactive way to communicate Sunrun’s value.
POST PROJECT
RESULTS
Combining all the implementation and design we delivered, we managed to:
Improved clarity and consistency across key responsive flows
Reduced friction during live demos and stakeholder walkthrough
Supported increased engagement during a trade show, contributing to a ~17% lift in waitlist sign-ups
Helped guide internal teams toward clearer design direction for future iterations
WHAT I LEARN
Not every element needs to look identical across breakpoints—prioritize clarity and function over visual consistency.
Speaking up about hidden interests opens doors. Sharing my passion for prototyping led to a valuable new opportunity.
Strong guides and systems save time. Clear frameworks accelerate better decisions and execution.
MOTHERSHIP
REDESIGN
MOTHERSHIP
REDESIGN
An early start up wants to increase their digital footprint by reintroduce the brand to a new audience.
ROLE
ROLE
GROWTH DESIGNER
CREATIVE DIRECTOR
GROWTH DESIGNER
CREATIVE DIRECTOR
CLIENT
CLIENT
MOTHERSHIP IRL
MOTHERSHIP IRL
DATE
DATE
2025 Q2 - Q4
2025 Q2 - Q4
OVERVIEW
OVERVIEW
OVERVIEW
Mothership IRL is an early-stage startup focused on analog and physical media. After a strong launch in Hoboken, NJ, the brand gained traction through in-person engagement—but its digital presence failed to scale with the business.
Mothership IRL is an early-stage startup focused on analog and physical media. After a strong launch in Hoboken, NJ, the brand gained traction through in-person engagement—but its digital presence failed to scale with the business.
BUSINESS PROBLEM
BUSINESS PROBLEM
BUSINESS PROBLEM
Mothership lacked a cohesive digital footprint, creating friction in acquisition and awareness.
Mothership lacked a cohesive digital footprint, creating friction in acquisition and awareness.
By end of Q1, revenue dropped 19%, driven by retention issues from an outdated and unclear website. As the team prepared to launch a new product, the site became a clear growth blocker.
By end of Q1, revenue dropped 19%, driven by retention issues from an outdated and unclear website. As the team prepared to launch a new product, the site became a clear growth blocker.
INVESTIGATION
INVESTIGATION
I began by auditing the site from a user perspective and conducting open-ended interviews. I also attended live Mothership events, interviewing recurring customers in real time. By combining qualitative insights with quantitative data, we identified the highest-impact issues.
I began by auditing the site from a user perspective and conducting open-ended interviews. I also attended live Mothership events, interviewing recurring customers in real time. By combining qualitative insights with quantitative data, we identified the highest-impact issues.
Key issues included:
Weak digital footprint limiting trust and discovery
Unclear value proposition increasing bounce
No central hub for events and offerings
A UI that failed to reflect Mothership’s in-person experience
Key issues included:
Weak digital footprint limiting trust and discovery
Unclear value proposition increasing bounce
No central hub for events and offerings
A UI that failed to reflect Mothership’s in-person experience
PROCESS OVERVIEW
PROCESS OVERVIEW
FEATURES AND LEARN
FEATURES
AND LEARN
FEATURES
AND LEARN
I created a streamlined sitemap and low-fidelity sketches to ensure every user path had a clear purpose. A key insight emerged: the site lacked personality. The digital experience didn’t capture the charm or identity of Mothership’s physical space.
I created a streamlined sitemap and low-fidelity sketches to ensure every user path had a clear purpose. A key insight emerged: the site lacked personality. The digital experience didn’t capture the charm or identity of Mothership’s physical space.
The solution centered on:
1. Clear, intuitive navigation
2. A 90s desktop–inspired aesthetic, balanced with modern usability
3. Exploration-driven interactions
4. A frictionless, visually engaging checkout
The solution centered on:
1. Clear, intuitive navigation
2. A 90s desktop–inspired aesthetic, balanced with modern usability
3. Exploration-driven interactions
4. A frictionless, visually engaging checkout
DESIGN AND ITERATE
DESIGN
AND ITERATE
DESIGN
AND ITERATE
The first version launched with A/B testing and ongoing research. Early data showed homepage clarity and brand expression as the biggest drivers of retention.
Desktop performance exceeded expectations. Mobile refinements increased retention from 12% → 19%, with continued improvements post-launch.
The first version launched with A/B testing and ongoing research. Early data showed homepage clarity and brand expression as the biggest drivers of retention.
Desktop performance exceeded expectations. Mobile refinements increased retention from 12% → 19%, with continued improvements post-launch.
INVESTIGATION
INVESTIGATION
All issues traced back to a single problem: the site had no personality.
All issues traced back to a single problem: the site had no personality.
From client goals and user insights, we aligned on a clear direction—embracing a 90s desktop-inspired aesthetic while maintaining modern usability. Clean navigation became essential to balance nostalgia with clarity.
Solution Principles:
1. Effortless navigation
2. Expressive retro aesthetic
3. Stylish, frictionless checkout
4. Exploration-driven interactions
MOTHERSHIPREDESIGN
An early start up wants to increase their digital footprint by reintroduce the brand to a new audience.
ROLE
GROWTH DESIGNER
CLIENT
ZOLLAR
DATE
2024 Q3 - Q4
ZOLLAR
A product concept focused on reducing time-to-insight and validating monetization potential.
APP DESIGN
5 MINS
CASE STUDY
UP NEXT…
DESIGNING AN MVP
DESIGNING AN MVP
Structuring the site was straightforward. The challenge was making it feel right.
Structuring the site was straightforward. The challenge was making it feel right.
I explored how to not only make the site look retro, but move like one—combining modern interaction patterns with selective rule-breaking to capture Mothership’s identity.
This approach allowed the brand to feel authentic without sacrificing usability. Adapting a 90s-inspired desktop experience to mobile.
I explored how to not only make the site look retro, but move like one—combining modern interaction patterns with selective rule-breaking to capture Mothership’s identity.
This approach allowed the brand to feel authentic without sacrificing usability. Adapting a 90s-inspired desktop experience to mobile.
LAUNCH MVP
LAUNCH MVP
The UI was choosen to become attarctive the key user
The UI was choosen to become attarctive the key user
After two rounds of testing, we polished a Minimum Viable Product and relaunched the mobile. Desktop performance exceeded expectations. Mobile V2 was adopted by the user and lowered bounce rates by 2x.
1. Initial retention capped at 12%
Mobile refinements increased retention to 19% -23%
Continued iteration pushed retention further in later phases
After two rounds of testing, we polished a Minimum Viable Product and relaunched the mobile. Desktop performance exceeded expectations. Mobile V2 was adopted by the user and lowered bounce rates by 2x.
1. Initial retention capped at 12%
Mobile refinements increased retention to 19% -23%
Continued iteration pushed retention further in later phases
Mobile retention improved 20% overall
Mobile retention improved 20% overall
I measured success through repeat sessions and completed checkouts. Desktop improved first, and mobile caught up after targeted UX fixes. Bounce-rate data showed checkout and navigation friction, so I fully redesigned the mobile homepage to align with the brand and simplify navigation.
Original Website
Original Website
Redesign Website
Redesign Website
Original Website
Redesign Website
Making the aesthetic functional was
key to improving retention.
Making the aesthetic functional was key to improving retention.
Mobile Home
Mobile Home
Mobile Home
REITERATING
REITERATING
Mothership mobile homepage redesign
Mothership mobile homepage redesign
After observing user behavior on mobile, we adapted the desktop style to the phone while adjusting layouts and interactions to create a tailored mobile experience. Moving button closer to traditional apps, and making features bigger and more eyecatching.
Launch Mobile Home
Launch Mobile Home
Iterated Mobile Home
Iterated Mobile Home
Launch Mobile Home
Iterated Mobile Home
OUTCOME
OUTCOME
The website helped the brand have a flagship and user adapted to it
The website helped the brand have a flagship and user adapted to it
POST PROJECT
RESULTS
RESULTS
By Q3–Q4, the redesign delivered measurable results:
Retention increased by 23% between Q3–Q4
Mobile retention improved from 12% to 19% through iterative refinements
Social awareness increased 10× post-launch
Revenue rebounded following the redesign and new product launch, supported by improved retention and accessibility
By Q3–Q4, the redesign delivered measurable results:
Retention increased by 23% between Q3–Q4
Mobile retention improved from 12% to 19% through iterative refinements
Social awareness increased 10× post-launch
Revenue rebounded following the redesign and new product launch, supported by improved retention and accessibility
WHAT I LEARN
WHAT I LEARN
The best design doesn't start in Figma, it's when ideas are align.
Understanding your audience till the point your the audience.
Keeping the atmosphere of a brand is good UX.
The best design doesn't start in Figma, it's when ideas are align.
Understanding your audience till the point your the audience.
Keeping the atmosphere of a brand is good UX.
MOTHERSHIP
MOTHERSHIP
MOTHERSHIP
Redesign of a large-scale clean energy platform to improve clarity, trust, and conversion efficiency.
APP DESIGN
4 MINS
CASE STUDY
4 MINS
A product concept focused on reducing time-to-insight and validating monetization potential.
UP NEXT…
UP NEXT…
UP NEXT…
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