genFEED

I worked across the product from early discovery to live experimentation, connecting research, product strategy, UX decisions, and execution.

• Mapped the business model, creator ecosystem, ICP, and value proposition
• Audited the existing product and analyzed product data
• Researched competitors and interviewed AI video creators
• Mapped the end-to-end creator journey and prioritized product opportunities
• Redesigned the product architecture, homepage, creator profile, and sharing experience
• Redesigned 44 screens, including states and edge cases, plus mobile and logged-in / logged-out experiences
• Worked closely with the founder and developer through fast iterations and ongoing Growth discussions

I started by understanding the product beyond its interface: who genFEED was for, how creators currently share AI video work, where the product sat in the broader creator ecosystem, and where the existing experience was losing value. I combined business-model work, ICP definition, market and competitor research, product analytics, and an early UX/UI audit before moving into solutions.

I interviewed AI video creators to challenge the assumptions from the initial research and better understand what they needed from a creator-focused platform.

Research and product data pointed to a larger problem than individual UI issues: genFEED was already attracting attention, but the experience was not converting that reach into a strong creator relationship.

Instead of redesigning screens independently, I mapped the key creator flows across the product to understand how people create, curate, share, and grow their presence.

This helped me connect onboarding, publishing, profile building, sharing, and engagement into one clearer product system — and identify where the experience needed simplification, stronger continuity, and better growth loops.

The redesign focused on simplifying the product around stronger creator journeys while testing how discovery, identity, and sharing could drive deeper engagement.

The redesign expanded beyond the initial concepts into a full product pass. I redesigned 44 screens, worked through states and edge cases, adapted V2 for mobile, and designed web experiences for both logged-in and logged-out users.

The process is intentionally fast and iterative: I work closely with the founder and developer several times a week, often moving from rough product ideas to implemented iterations without over-polishing early concepts.

Design V2 is currently running against Design V1 as a live product experiment. The treatment bundles the new homepage, simplified navigation / architecture, and redesigned creator profiles, so the test measures the combined experience.

My role also extends into Growth discussions and experiments around how creators discover and enter the product. One creator-outreach experiment tested four different messages across 400 recipients. 382 emails were delivered and five verified accounts were matched to the campaign; one of those creators reached READY uploads. Monetisation produced three observed signups and One home two, but the groups were not randomized, so the result is useful as a signal rather than proof of a winning message.

Design V2 is still a live learning experiment. The early data suggests stronger browsing and a larger role for creator profiles, but the sample is still small and there is no demonstrated retention uplift yet. I am continuing to iterate with the founder and developer while using the experiment to understand what actually changes creator behavior rather than treating the redesign itself as the outcome.