THE SHORT CASE STUDY
How UX-driven feature design and a rebuilt design system reduced churn by 23% and accelerated product development at Candu, a product adoption platform for growth teams.
Industry:
Tech; No-code; Digital adoption platform
Scope:
Product design; Web design
Client:
Candu
THE IMPACT
Reduced user churn
New editor features directly addressed the friction points causing users to disengage.
Faster product development
Design system expansion & restructure, cut component duplication and aligned handoff across teams.
Higher user acquisition
A/B tested marketing site redesign improved conversion from visitor to trial signup.
Candu is a product adoption platform built for growth and product teams who need to ship in-product experiences, onboarding flows, checklists, in-app announcements, growth experiments, and more, without touching the codebase. Its core is a drag-and-drop, no-code web editor/builder.
Candu was already live with active users when I joined which meant every design decision carried real stakes. I owned feature expansion, design system maintenance, and a full marketing site redesign, across a remote team in London and San Francisco.
The core problem was retention. Users were hitting friction at every stage, mid-session (no image cropping), at activation (blank canvas with no starting point), at collaboration (no sharing), and at setup (a developer handoff that killed momentum).
I designed solutions for each: native image cropping, a pre-built content blocks library, shareable links with permission controls, and a simplified SDK installation flow and more. Alongside that, I rebuilt the design system from the ground up and ran an A/B tested marketing site redesign that improved trial signups.
