The organization
Women as One – SaaS & Education – Early-stage nonprofit – U.S.-based – ~10 employees
The challenge
Although the platform had growing sign-ups, engagement remained low, users weren’t exploring content or returning. Leadership considered adding new features to increase activity but lacked a clear understanding of user friction points.
The solution
I optimized what was already there and added engagement features. This involved a full-stack growth approach:
- Streamlined the UX to simplify navigation and reduce friction
- Redesigned the content offering strategy to align with user intent
- Implemented community-building tactics to boost organic sharing
- Ran CRO experiments across key touchpoints
🩵 Impact
- Increased average session time by 50%
- Drove more organic peer invites, growing user base cost-effectively
Highlights:
- Achieved significant engagement gains with minimal product changes
- Demonstrated the value of iterative, data-led optimizations
- Built a sustainable engagement loop between product and content
