Reimagining Dropbox web for 48M annual users
I've elevated craft and brand cohesion across Dropbox's web ecosystem, creating scalable foundations that drive growth. Along the way, I've shepherded 48 million annual users through their purchase journey: launching a high-impact events microsite that surpassed registration and MQL goals, building a resource hub that increased acquisitions, and improving our design system to deliver efficiencies and cost savings.
Launched Events to strengthen market position and increase MQLs
Led design of Dropbox's first events microsite, surpassing goals with 1,800+ registrations and 95+ qualified leads.
Each year, Dropbox hosts or attends dozens of global events, but customers and prospects weren't aware. Research showed that they prefer to learn about new concepts or products through events and on-demand content. This signaled a major untapped opportunity to close the knowledge gap.
Users needed a centralized platform to explore and register for events and on-demand content.
I launched a responsive, interactive Events Hub microsite, accessible via Dropbox.com, and designed all net new components. Touchpoints included a homepage, search results page, collections landing page, event and on-demand child pages (+9 page template variants) and registration flow.
Since MVP launch coincided with a company-wide conference, we hosted event registration on the microsite. This way, we were able to gather quick performance signal. The page ended up surpassing registration goals by 20% and MQL (marketing qualified lead) goals by 35%! Besides increasing customer acquisition, this marked a crucial first step in enhancing Dropbox's B2B perception and strengthening market positioning.
Built a new Resources Hub to drive user acquisition
Launched new Dropbox Resources Hub and moved $299K revenue-generating content to support user acquisition.
Previously, Dropbox was hosting 100+ resources (ebooks, product demos, articles) on an outdated microsite. However, it was difficult to drive traffic here and therefore difficult for users to discover. Additionally, design was outdated and underperforming. Thus we identified an opportunity to drive organic leads, and increase customer acquisition.
Primarily, users are prospects who are early in the purchase journey and evaluating product fit. Therefore, their goals are:
I launched a new Dropbox Resources Hub on our primary domain, Dropbox.com, which consisted of landing page, subcategory search experience, as well as templates for resource types (3 use cases + 8 variants), and a resource download experience. Additionally, I explored phase 2 ideas to inspire cross-functional partners.
Traffic and page sessions and visits increased, and there's been a lift in user acquisition and revenue. The team continues to monitor downstream impact as we look for ways to grow acquisition.
Nurtured Dropbox Web Guidelines to increase efficiency, cost savings, and improve web experience
Audited web design system to reduce tech debt, accelerate workflows, and save an estimated $300k annually.
Our design system, used across hundreds of revenue-driving, logged-out surfaces on Dropbox.com, was not accurately reflecting what was in production nor inclusive of all desired functional and visual needs. This slowed design and development, wasting valuable resources, and led to a suboptimal logged-out web experience.
Internally, this work accelerates design workflows, and decreases design and technical debt. Ultimately, this system is the foundation of our web experience. The ultimate goal is that prospects and customers enjoy a more functional and visually appealing product!
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