Free Trial

A front door you can actually knock

Ada's dashboard was built for implementation staff. As designer and PM on Ada's first growth team, I redesigned it for strangers, shipping a free trial that enabled a product-led growth motion.

>10%*

of new customer revenue driven in the first year

First

truly cross-functional project, aligning Product & Go-To-Market

2.5x

higher conversion to pipeline, over traditional inbound

*Some data obscured; see full case study for details.

Role

Product Designer & Product Manager (Principal)

Team

1 EM, 3 Engineers — plus a Product Designer from Fall 2025

Timeframe

Mar—Jul 2025 (5 months): Concept to Closed Won
Aug—Sep 2025 (2 months): Iterations

Scope

End-to-end design, prototyping, roadmapping, data analysis, user research, GTM enablement

Results*

→

Drove a double-digit percentage of revenue from new customers in first year

→

Attracted enterprise customer in a new market grew to a high-six-figure account one year later

→

Tripled conversion rate to qualified deal, compared to inbound leads that didn't use the free trial

→

Ada’s first fully cross-functional project: every department at kickoff

* Some details obscured. See case study for more.

Role

Product Designer & Product Manager

Team

1 EM, 3 Engineers, plus a product designer joining from Fall 2025 onwards

Timeframe

Mar—Jul 2025 (5 months): Concept to Closed Won
Aug-Sep 2025 (2 months): Iterations on first-time user experience (FTUX)

Scope

End-to-end design, prototyping, roadmapping, data analysis, user research, go-to-market enablement

TL;DR:

Key Themes

Wearing both hats

I scoped what to build and when and designed the UI/UX that made self-serve activation possible. Presenting roadmap to C-suite one day, prototyping in Figma the next. Strategy and craft lived in the same head, and the trial shipped in five months because of it.

I couldn’t have done what you did in that room.

—Ada's CPTo

After attending my crossfunctional onsite

Designing for strangers

Ada had always been behind a "Book a Demo" link. A free trial meant designing for a brand-new persona: a curious stranger with no training, no implementation manager, and limited patience. That pressure forced UX maturity the product had never needed before.

Design beyond pixels

Turning pixels into a full PLG motion meant designing the service around the screen: how a product-qualified lead hands off to sales, how Ada staff manage a trial, what the whole journey feels like for a customer.

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