Designing for Impact

THE IMPORTANCE OF A HOLISTIC DESIGN APPROACH

Being part of a small team means wearing many hats. I balance Product Design and Growth Design, allowing me to think holistically—focusing on both the user experience and business impact.

ALIGNING PERSONALIZATION TO DRIVE ENGAGEMENT

Our biggest feature launch, AI Swim Coach, took personalization for swimmers to the next level. While working on this project, I explored various use cases and examined how personalization was introduced throughout the app. That’s when I noticed a key discrepancy:

  • After onboarding, the training plan summary image was not consistent with the first workout image.

  • The first workout image, however, was not personalized to align with the user’s selected goals.

This misalignment created friction at a crucial moment in the user journey. If the first experience didn’t feel tailored, members could lose motivation early on. I proposed an update to ensure a seamless transition from onboarding to the first guided workout.

Since this was part of a large-scale feature release, we worked closely with engineering—reviewing feasibility, scoping the work, and determining priorities. Ultimately, this particular update didn’t make it into the main product release.

No all parts of the feature design gets built in the time that I would prefer.

The results: TURNING AN UNAPPROVED UPDATE INTO A GROWTH OPPORTUNITY

Wearing my Growth Designer hat, I reframed this update as a growth experiment. Instead of letting it fall off the roadmap, I positioned it as a quick-win opportunity to improve engagement. The team agreed, and we launched the update separately.

Reflection

  • A holistic approach ensures a seamless user experience.

  • Small UX details can drive significant business impact.

  • Blending product thinking with growth strategy leads to innovation.

  • Keeping an eye on the overall vision while refining the details is key to delivering innovative solutions.

This experience reinforced the importance of thinking beyond a single feature release, advocating for both user experience and business growth, and finding creative ways to push impactful changes forward.