International scaling through US market expansion — MOO Print
If you're expanding into new markets or customer segments whilst scaling design teams, let's discuss how my experience building research infrastructure and managing site redesigns for core revenue channels can support your growth across multiple segments.
Role: Head of Experience Design | Impact: $70M revenue scale, 400-user international research capability
Built design capability for Webby award-winning print-on-demand scale-up serving global SMB markets, expanding into US market. Scaled team from 2 designers to 20-person international organisation supporting expanding product crews, new user journeys, and adjacent products around identity, including launching specific offering for larger businesses with 50+ employees.
Led responsive redesign and overhaul of entire site - the core channel driving 98% of revenues. Directed first ethnographic studies globally, including 400-user international moderated panel across multiple countries and languages, enabling market expansion research for larger business segment (50+ employees) with distinct workflows and business processes. This research infrastructure enabled new business lines, improved targeting across customer segments, and transformed product development from technology-led to human-centred approach with 9% conversion uplift on most critical user journey.
Results: International expansion research methodology, cross-cultural user insight frameworks, global conversion optimisation metrics
