Work

Design Leadership

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Converting Sign-ups into Usage

Converting Sign-ups into Usage

Adventus

Built and led Adventus’ first UX function, defining product direction and embedding user-centred design across the organisation. Combined strategic leadership with hands-on execution to align teams, redesign core workflows, and improve product adoption.

Problem

Strong early traction (high sign-ups driven by global demos) wasn’t translating into product usage. Key activation metrics—logins, searches, applications—were well below expectations, putting growth at risk.

At the same time, the business lacked a formal UX function, consistent product experience, and a shared understanding of user needs.

Approach

I led a shift to evidence-led product development while building UX capability from the ground up.

1. Reconnect with users

  • Launched surveys (300+ responses) and ongoing research via Adventus Huddle

  • Established Product Champions to capture frontline insights

  • Identified core friction across onboarding and key workflows

2. Align the organisation

  • Synthesised insights into clear problem statements

  • Facilitated cross-functional journey mapping

  • Created shared ownership of customer pain points

3. Establish UX as a function

  • Built and led Adventus’ first UX team

  • Defined ways of working and embedded UX into delivery

  • Elevated design into leadership, board, and investor conversations

4. Create a clear product direction

  • Developed a Living UX Vision and 12–18 month visual roadmap

  • Aligned teams around conversion, activation, and workflow improvements

5. Improve the product at scale

  • Introduced a Design System (Figma → Vue.js → Storybook)

  • Led redesign of critical workflows:

    • Recruiter Dashboard

    • Course Search & Filters

    • Shortlisting & Applications

    • Personalised Search Wizard

  • Embedded analytics to measure impact

My Role

Owned

Led

Contributed to

  • UX strategy and product direction (conversion, activation, core workflows)

  • Establishment and leadership of the UX function

  • Creation of the Living UX Vision and visual roadmap

  • Design system strategy and implementation

  • User research program (surveys, Adventus Huddle, Product Champions)

  • Cross-functional alignment and journey mapping workshops

  • Redesign of key product experiences (Dashboard, Course Search, Applications)

  • Collaboration with CPO, CTO, and senior leadership

  • Product roadmap prioritisation

  • Investor presentations and board materials

  • Front-end architecture transition (Laravel → Vue.js)

  • Analytics instrumentation and performance measurement

Outcomes

  • Clear understanding of adoption failure and how to fix it

  • Organisation aligned around user needs and priorities

  • Established a scalable UX practice and design system

  • Reduced friction across core workflows

  • Enabled measurable improvements in engagement and activation







Built and led Adventus’ first UX function, defining product direction and embedding user-centred design across the organisation. Combined strategic leadership with hands-on execution to align teams, redesign core workflows, and improve product adoption.