StreamDNA \ B2B YouTube data sales
Product-led growth for data solutions platform
Founding Designer
Overview
I joined MediaTech startup StreamDNA as their founding designer to deliver the end-to-end design of their flagship self-service YouTube data solutions platform to grow their SaaS business.
The platform helped StreamDNA scale their data sales business beyond high-touch offline sales cycles, into a scalable self-led acquisition journey.
Business goals:
🎯 Grow subscription-based business
🎯 Reduce churn of existing subscribers
🎯 Enable product-led acquisition of new customers and easy conversion to higher tiered plans
Business impact
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26% increase in paid subscriptions in month after launch
A result of strategic subscription journey & new, value-adding features
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50% increase in revenue from subscriptions and new credits system
Giving users more ways to find, explore & buy the data they need
End-to-end strategy and design of YouTube data solutions platform; tiered access to the world’s largest YouTube database.
StreamDNA started as a simple webpage of filters. I worked with the founders to transform their products into a complete customer-facing platform with a new UX for users to search & explore channels, a new marketing site optimized for self-led customer acquisition, and new features like a credits system, automated lists, account management and seamless in-app upgrade journeys.
New product: Filter results & explore deeper proprietary data on any channel
Starting point
StreamDNA started as a simple 2 page web experience, with no traditional marketing funnel. Users could use free filters to explore results, it was difficult to find premium filters and there was no way to explore their value.
Product before: Filters acted as marketing landing page and product
Product after: Streamlined search starting point
Results before: No accessible filters in results
Results after: Quick & advanced filters, sorting & ways to drill down into data
Reducing churn 📈
New search & filter UX to reduce user error and find the right data quicker
Adding premium features ✨
Designing automated leads, data enrichment & email credits features
New smart search 🔎
Combining 40+ filters into one AI-powered simple search
Offering users more ways to explore data quickly with automated leads and smart channels
Adding value to premium subscriptions plans with automated leads.
New feature: get monthly matches on saved searches
New credits system and acct management
Growth-optimized redesign of marketing site to reduce time to value (seeing channels) and allow seamless upgrades
Redesign of marketing site to optimize for product-led acquisition through a free demo version of the tool.
New marketing site to funnel users into demo
New acquisition journey from trial to paying
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“ Ness has moved us forward in ways we couldn't imagine. Through her process & vision she's helped us clarify our product strategy and solve countless complex business problems. She’s delivered a product that has significantly reduced churn and boosted sales.”
Jake Kitchiner
Co-Founder, StreamDNA
