Case Study
Selleb
Sole product designer for a social app turning tastemaker recommendations into discovery
As Selleb's only product designer, I reported directly to the CEOs and owned 20+ core product initiatives end-to-end - from product audits and prioritization through Figma design, wireframes, A/B testing, engineering implementation, and launch. The work spanned a full product redesign, a new 0→1 discovery tab, and a set of activation and sharing experiences that measurably moved onboarding and sharing metrics.
Role
Owning Product End-to-End
As the only product designer, reporting directly to the CEOs, I owned 20+ core product initiatives across the full lifecycle: product audits, prioritization, Figma design, wireframes, A/B testing, engineering implementation, and launch.
Decisions were driven by user behavior and product metrics - using data to determine what to iterate on, what to ship, and what to drop.
Redesign
Product-Wide Redesign & Standardization
Led a product-wide redesign and standardization across key surfaces - profiles, feeds, onboarding, and leaderboards - bringing consistency to the experience and establishing patterns the product could scale on.
0 → 1
Cities - A New Discovery Tab
I identified, pitched, and launched Cities as a 0→1 fifth-tab experience, turning community recommendations into city-based discovery. Of the users who opened the tab, 50% (40 of 80) added a city - validating the appetite for location-driven discovery.
Growth
Activation & Sharing
Designed and shipped activation and sharing experiences: a 7-day onboarding, 10 monthly story assets, and 2 receipt-export formats. Onboarding completion rose from 90.3% to 92.5%, and asset sharing grew from 15 to 51 (+240%).