Projects
Projects
I design end-to-end product experiences and the UX systems that sustain them — from early foundations through growth, optimization, and scalability.
Celigo had no help center or community, forcing customers to contact support for every issue. Self-service was impossible, satisfaction was low, and retention was slipping. Stakeholders weren’t prioritizing documentation, and there was no infrastructure for analytics, SEO, or responsiveness.
I built the entire content ecosystem from scratch — establishing the content style guide, information architecture, and analytics tracking. I sourced content from support tickets, optimized for SEO, and created a visual identity that aligned with the platform. I also designed a gamified community with SLAs and contributor incentives, ensuring cross-functional buy-in from PMs, engineers, and support teams.
Help center: Made it easy to get started, understand the possible, see what's changed, check out featured paid apps (improving conversion), and always feel heard.
Community: Built thriving community, integrating the new university training. I seeded the community with a new problem from our internal discussions or support tickets every day for a year, cultivated customer ambassadors. This reduced support tickets significantly, particularly easy problems, enabling support to get to first touch time more quickly, and paving the way for the in-product live support we'd get the buy-in from support to add.
Both internal and external users were very active in the community, which is still thriving today. We also started using it for critical updates, it became such an important resource for the company and its customers.
What began as an empty shell became a core engagement channel with measurable impact:
