Kit is an Idaho-based, email-first marketing platform helping creators grow and monetize their audiences. As Growth Designer, I worked across the seam where product, marketing, and lifecycle meet—designing the customer flows, acquisition channels, and journey maps that move people from sign-up to paid plan.
Onboarding and lifecycle as growth surfaces
I treated onboarding and offboarding as their own product lines. Redesigning both journeys lifted plan upgrades by +16% and reduced churn by −7.4%, contributing to $2.5M in ARR YoY growth. The framing was simple: every step of the lifecycle is a chance to reduce friction or to make the value of the product more legible, and the team that owns those steps owns the company's growth curve.
A brand refresh that strengthened the funnel
To support the growth work, I led a brand refresh spanning color, type, illustration, and the marketing web surface. A clearer visual identity strengthened brand affinity and made the product's value proposition easier to articulate—both internally and to creators evaluating Kit against alternatives.
Marketing pages, microsites, and product surfaces
I shipped marketing pages, microsites, and product surfaces that improved activation and lifetime value. The compounding effect across the funnel was ~12% month-over-month conversion growth, with seasonal peaks during Black Friday and Cyber Monday—evidence that consistent, design-led iteration on the same surfaces pays out long after the initial launch.