How design led a shift from sales-led to self-serve, across onboarding, expansion, AI,
and communications.
Background
As Design Director for AppsFlyer's Growth group, I led design through the company's shift from sales-led to product-led growth. The product itself needed to do what sales people and support teams had always done: build trust, prove value fast, and guide users toward expansion.
I took ownership of the surfaces where that shift would succeed or fail: onboarding, upsell, AI, and notifications. These weren't isolated features - they were the connective tissue of a new go-to-market motion.
This work shows what it looks like when design takes ownership of the business problem, not just the screens.
