4 compact case studies:
Background
As Director of Product Design for AppsFlyer’s Growth group, I led design through the company’s shift from sales-led to self-serve. The product itself had to do what sales and support teams had always done: build trust, show 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 were not isolated features. They were the connective tissue of a new go-to-market motion.
