Scaling a Social Network through product-led growth.
Over two years as product designer, I helped grow allUP from a handful of users to +100,000 monthly active users.
I designed across product, brand, and marketing. This included redesigning iOS & web apps, creating a design system, building our website and landing pages, and driving product-led growth.
Web & iOS
Design system
Growth Design
Date
2023 ~ 2025
Team Size
10 ~ 20
Role
Product Designer
Platforms
iOS, Web, Webflow
what is allUP?
allUP is a professional network for people who are "over networking".
Your profile is built using videos testimonials from yourself and others. It's designed to help individuals stand out in the job market beyond traditional resumes, allowing them to be discovered for opportunities where they are the perfect fit
Here's a few key projects I led that impacted the growth of the company.
Profile completeness at different stages
Designing a profile completion feature to increase user activation.
Users would often often say they didn't know what to do once they signed up. They’d poke around a few screens, not find anything to do, then leave. This led to lots of uncompleted profiles & low user activation.
After internal discussions, we decide to take a bet on providing people a clear and concise path to complete their profiles.
This led to 24% increase in profiles being filled out and a 31% increase in videos recorded
iOS profile design
Increasing users confidence by redesigning the profile
People should feel proud of their profile, especially when it leads professional opportunities. The current profile needed a Ui uplift and some UX refinement.
I proactively redesigned the profile and pitched the updates to leadership.
This led to 15% increase in profiles being shared
Loom videos, Figma documentation, Detailed slack messages
Bridging into hiring and candidate placement.
In 2024, we saw an opportunity in the market to assist with hiring.
Since we were using videos that would allow people to tell their full story, we felt this was a perfect fit for helping both candidates and teams.
I helped the team bridge this gap into this new offering for both our iOS and web app. I designed onboarding flows, job application pages, review and candidate pages, and much more.
I anchored all designs and decisions on transparency and clarity. People didn’t know who allUP was yet, so we needed to build trust and make it clear to people what we’re offering.
This led to 2x user growth month over month, with meaningful increases to conversion rates & users activation.
Hiring manager landing page in Webflow
Developing landing pages in Webflow
Having 10+ years experience using Webflow, I was able to create, design, and manage our website. I helped setup our CMS and blog, built and animated landing pages, and optimized our site to load fast.
Creating a congruent design system
The problem was that the existing design system had become incongruous with the actual product, leading to a lot of extra developer time and friction.
Myself and another designer on the team, Jeff Ham, collaborated to create a clean and cohesive design system in Figma. We worked close with ENG to start with what existing in PROD first, move that into Figma, and refine the components.
This included tokens, variables, hundreds of components, and all the goodies you'd want and expect.
Loom videos, Figma documentation, Detailed slack messages
Making the team’s life as easy as possible
Finally, a huge role of a Product Designer is to be easy to work with. In every role I’ve had, I've always asked a simple question: “How can I make my team’s life as easy as possible”
Here’s what I did to employ this principle at allUP:
Clear and clean documentation in Figma
Sharing updates every 1~2 days on progress & blockers
Providing context for projects in concise Looms
Jumping into code (React, Swift) to parse and understand structures
Trying to find answer questions before burdening others by asking
Dakota is proactive and always asks great questions to our dev. He's knows our product well, which leads to his solutions being in scope and solving the right thing for users.
Dave Grijalva
CTO, Cofounder @ allUP
see Dave endorse me
Dakota presents work extremely well and he’s increased the overall handoff quality of our team, and always has a great attitude.
Weston Westenborg
CPO & Cofounder at allUP
see Weston endorse me
