StreamDNA \ Founding Designer

B2B YouTube data solutions customer platform

End-to-End design & launch

Overview

I joined Media tech startup StreamDNA as founding designer to deliver the end-to-end design of their flagship self-service YouTube data solutions platform to grow their SaaS business.

StreamDNA was selling their world-leading data to a handful of customers through high-touch offline sales cycles but to scale they needed to grow their subscription-based services, convert and keep new customers.

🚀 Product launching Jan 2025

Business goals

🏆 Grow subscription-based business
🏆 Reduce churn of existing subscribers
🏆 Enable product-led acquisition of new customers and conversion to higher tiered plans

Project overview

Tiered subscription-based access to the world’s largest database of YouTube creators.

New smart search 🔎

Combining 40+ filters into one AI-powered simple search

New premium features ✨

Automated leads generation, enrichment & email credits

Reducing churn 📈

New data querying UX to reduce user error and find the right data quicker

Product before

One page website with limited functionality (filters, help & payment) allowing users to run basic searches for free or pay for more filters
Product after

End-to-end platform for brands & influencer marketers; AI smart search, channel metrics, data enrichment, email credits, live data on top & trending channels & more

Reducing time-to-value for first time users

Search before

Overwhelming and confusing wall of filters and unclear search logic was leading to high rate of error in searches. Many users dropped off before seeing any data & many plans were cancelled in their first few days.
Search after

New streamlined search entry focused around topic makes it easy to see results quickly. Most users got immediate value from first search and confidence that they could find the data they need on the platform.

Designing for growth

Reducing time-to-value for first time users

Search re-designed and streamlined to reduce barrier of entry into data and provide immediate value
Reducing query complexity with AI topic categorization

AI categorization of our database meant users could find a niche in seconds
Optimizing acquisition for product-led growth

Switching to a free trial that demo’d the new premium experience to showcase the data available