Cross-functional team leadership · Inspiration · Business storytelling
Securing $15M Bridge Funding
How a design vision secured $15M and aligned the company around the product.
Executive Summary
I created the Design Vision
Duration
3 months
Team
Core team
Domain
Business storytelling
Also on the team
- Director of Product Management
- Lead Product Designer
Outcomes
bridge funding secured
strategic alignment achieved
The Problem
Unclear vision leads to poor strategy and execution
Most employees couldn't articulate a consistent story about the company's vision.
A recent acquisition added cultural and language barriers the team needed to bridge.
How might we lead by putting the customer first?
The Design Experience Vision
Introducing the company's first syndicated data product
I combined high-fidelity mockups with AI-generated imagery from Midjourney to ground abstract ideas in concrete visuals.
The narrative covers 3 audiences: internal teams (sales and ops), customers (consumer packaged goods (CPG) brand leaders and regional managers), and gig-workers.
Understanding the sale and demo
How does this data product differentiate itself in the market and what is the prospect experience?
Trained & self-sufficient networks
The vision is to grow from a managed network to a self-sufficient gig-worker base.
Design by Kate Shevchenko
Insights at each level
From VP to regional manager, each user sees the data slice relevant to their role.
Actionability
Territory managers assign data-driven tasks to sales reps through workflows.
Land and expand
Enable customers to tell an ROI story that drives expansion, new customers, and density of demand.
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