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Design process

Strategic leadership

  • Aligned feature development with core platform strategy

  • Coordinated with product and engineering teams

  • Established design patterns for new capabilities

  • Guided integration within existing workflow

Solution development

  • Aligned feature development with core platform strategy

  • Coordinated with product and engineering teams

  • Established design patterns for new capabilities

  • Guided integration within existing workflow

​Led design teams across three key areas:
1. File transfer customization and monetization enhancements

  • Advanced customization options allow creatives to brand their transfer experience

  • New monetization workflow allow customers to get paid for their files

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2. Customize packaging AI concept

  • Exploring large language models to help content creators and digital workers utilize WeTransfer's enhanced features for organizing, packaging, sharing, and selling digital content

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3. Monetization features

  • Payment integration with Stripe enabled one-click payment capabilities, allowing users to receive payment for their files

  • Established buyer-seller workflows to ensure creatives receive payment before their audience can download files

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Key learnings

  • Platform evolution requires deep alignment between product, design, engineering, and marketing leadership to maintain simplicity while adding complexity

  • Early cross-functional collaboration and strategic feature placement significantly impact adoption of new capabilities

  • Customer education and intuitive discovery paths are essential when introducing advanced workflows to a simple product

  • Design systems and help content must evolve in parallel with product development to ensure consistent user experience

Role and contribution

As Director of Product Design, I led strategic initiatives to expand WeTransfer's core platform capabilities:

  • Managed a team of product designers and aligned growth initiatives with company vision through close collaboration with executive leadership

  • Facilitated cross-functional collaboration to deliver complex feature sets, from initial strategy through successful launch

  • Led comprehensive design execution including research, prototyping, and production-ready specifications

  • Partnered with Product Marketing to create strategic frameworks for feature discovery and user education

  • Evolved design systems and processes to support rapid growth while maintaining platform consistency

Challenge and context

As a platform serving over 80 million monthly active users globally, WeTransfer faced the dual challenge of evolving its platform capabilities while maintaining its core simplicity, as content creators struggled with digital monetization.

Platform evolution challenges:

  • Introducing new features without disrupting core product stability

  • Creating intuitive onboarding for complex workflow integrations

  • Developing educational materials and landing pages for feature discovery

  • Implementing AI enhancements while maintaining user trust

Creator pain points:

  • Complex technical barriers to selling digital content

  • Inefficient file packaging and distribution workflows

  • Limited customization options for creator branding

  • Need for streamlined monetization tools

Overview

Led product design strategy to transform WeTransfer from file sharing to creator enablement platform.

  • Directed cross-functional teams to launch creator monetization and customization features

  • Achieved 25% retention rate within first 30 days of feature launch

  • Successfully integrated complex workflows while maintaining platform simplicity

  • Timeline: 2022-2023

VIDEO: Paid Transfer Education guide

Transforming file sharing into file selling

Led the design strategy for seamless monetization and customization tools that help photographers and creative professionals package, showcase, and get paid for their work in one unified platform.

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