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.
A few of the flows that take a curious stranger from sign-up to "aha" — a first impression that feels like a real product, an onboarding built around meeting your AI Agent, and a home designed to test and improve it.
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 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.
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.
See the full context, including my end-to-end process, trade-offs, and learnings.
Enter Password
