What was broken and why it mattered
Only 16% of visitors signed up, and of those, just 0.16% ever created a campaign. The onboarding process required nine confusing screens just to connect a Google account — and the product itself was described by users as a black box. The technology was genuinely powerful. The experience made it invisible.
As Product Design Manager I led a team of two designers through a research-driven redesign of the landing page, sign-up flow, and core dashboard experience. I ran stakeholder interviews, user research, and competitive benchmarking — then facilitated co-creation workshops with the data science and engineering teams to ensure every design decision was both user-centered and technically grounded.
User perception of the service improved by 70% before launch, and sign-up conversion improved measurably after the redesigned platform went live. More lastingly, the project shifted Entropy from a company that shipped features to one that shipped experiences — introducing a research-driven design culture that outlived any single screen we redesigned.
Full case study available on request — including research artifacts, design principles, and process documentation.
→ Write to me to request the full portfolio hi@alerickmonter.com
