The flat subscription model wasn't working anymore. Needed to move to usage-based credits, which meant rethinking how both products handle balance, depletion, and upgrades. Lots of edge cases that only show up when real people are mid-campaign and run out of credits.

I worked through the pricing logic, designed every state the UI could be in, and shipped it across both products. It also turned out the team had some process problems that the project made obvious, so I put in some lightweight fixes there too.

Finding creators was slow and manual. The filters were basic, there was no way to save or organize groups of creators, and you couldn't target campaigns with any real precision.

Built search around vibe and aesthetic so brands can find creators that actually fit their tone. Added proper filters and group management with include/exclude logic. Found a structural bug in how saved groups interacted with search results and designed the fix.

Inviting creators happened in multiple places with different flows. Nobody could see where an invite was in the process.

Replaced it with one modal and a three-stage pipeline. Simple enough that nobody asked how it works.

A pharma client needed real compliance approval on influencer posts. The existing flow was approve or reject and that's it. No revision history, no audit trail, nothing that would survive a regulator asking questions.

Dug into what pharma compliance actually requires, then built an approval system with proper states, revision tracking, and accountability. The bigger finding was that some of these cases genuinely need AI review, which changed the roadmap.

Two products that were supposed to look and feel the same, slowly drifting apart. No shared components. Design decisions in old Slack messages nobody could find.

Built a shared token system and component library that outputs native specs for both React and Flutter. Mostly it means the dev team can look something up instead of pinging me.

Conference coming up, hard deadline, need a tool that shows off TikTok search capabilities and captures leads.

Three-screen flow. Enter your brand, see your TikTok search presence, leave your details. Strategy, design, build, CRM integration. Done.

The person recovering from burnout and the CEO planning an offsite for 12 people aren't the same buyer. They need different language, different proof, different price framing. So each tier got its own story and its own booking path.

Semantic HTML, structured data, meta strategy, honeypot fields on every form to keep bots from messing up the search ranking over time. The stuff nobody notices until the site stops showing up on Google.

Each tier walks you from "what is this" to "what does it cost" to "book a call" in one scroll. There's no point where you get interested and then have to go hunting for a contact form on some other page.